Surendra N. Singh

Bio: Surendra N. Singh is an academic researcher from University of Kansas. The author has contributed to research in topics: Recall & Advertising research. The author has an hindex of 30, co-authored 68 publications receiving 4300 citations. Previous affiliations of Surendra N. Singh include Oklahoma State University–Stillwater & University of Wisconsin-Madison.

Measuring Attitude toward the Brand and Purchase Intentions

Abstract: Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties, for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.

Enhancing helping behavior: An integrative framework for promotion planning

Abstract: Charitable organizations play a vital role in our society, as is evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mand...

An examination of different explanations for the mere exposure effect

Abstract: This article investigates two competing explanations of the mere exposure effect—the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)—under incidental exposure conditions. In two studies, the classical mere exposure effect is replicated in the context of banner advertising. The findings rule out the cognition-based PF/M and suggest that the spontaneous affective reaction resulting from perceptual fluency is a crucial link between fluency and evaluation. The studies provide strong evidence that the spontaneous affect influences evaluative judgments through a more complex process, likely by coloring the interpretation of the fluency experience and the nature of resulting metacognitions relating fluency to liking. Theoretical and managerial implications of the findings are mentioned.

Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects

Abstract: This research empirically examined how the feelings elicited by television programs and the liking of television programs affected viewers' evaluations of commercials. Subjects' feelings were manipulated by viewing a positive, negative, or neutral emotion-eliciting program while program liking was controlled statistically. Viewers' liking of programs positively influenced attitude toward the ad and attitude toward the brand, with the effect on the latter mediated through the former. Feelings elicited by the programs had no effect on these same attitudes. The influence of program liking on attitude toward the ad, and subsequently on attitude toward the brand, was moderated by both commercial involvement and the commercial's position in a sequence of commercials.

Dimensions of Consumer Expertise

Abstract: The purpose of this article is to review basic empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge. A conceptual organization for this diverse literature is provided by two fundamental distinctions. First, consumer expertise is distinguished from product-related experience. Second, five distinct aspects, or dimensions, of expertise are identified: cognitive effort, cognitive structure, analysis, elaboration, and memory. Improvements in the first two dimensions are shown to have general beneficial effects on the latter three. Analysis, elaboration, and memory are shown to have more specific interrelationships. The empirical findings related to each dimension are reviewed and, on the basis of those findings, specific research hypotheses about the effects of expertise on consumer behavior are suggested.

A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels

Abstract: Two field experiments examined the effectiveness of signs requesting hotel guests’ participation in an environmental conservation program. Appeals employing descriptive norms (e.g., “the majority of guests reuse their towels”) proved superior to a traditional appeal widely used by hotels that focused solely on environmental protection. Moreover, normative appeals were most effective when describing group behavior that occurred in the setting that most closely matched individuals’ immediate situational circumstances (e.g., “the majority of guests in this room reuse their towels”), which we refer to as provincial norms. Theoretical and practical implications for managing proenvironmental efforts are discussed.

User experience - a research agenda

Abstract: Over the last decade, ‘user experience’ (UX) became a buzzword in the field of human – computer interaction (HCI) and interaction design. As technology matured, interactive products became not only more useful and usable, but also fashionable, fascinating things to desire. Driven by the impression that a narrow focus on interactive products as tools does not capture the variety and emerging aspects of technology use, practitioners and researchers alike, seem to readily embrace the notion of UX as a viable alternative to traditional HCI. And, indeed, the term promises change and a fresh look, without being too specific about its definite meaning. The present introduction to the special issue on ‘Empirical studies of the user experience’ attempts to give a provisional answer to the question of what is meant by ‘the user experience’. It provides a cursory sketch of UX and how we think UX research will look like in the future. It is not so much meant as a forecast of the future, but as a proposal – a stimulus for further UX research.

Power, approach, and inhibition. Власть, напористость и подавленность

Abstract: Статья посвящена вопросам влияния власти на поведение человека. Авторы рассматривают данные различных источников, в которых увеличение власти связывается с напористостью, а ее уменьшение - с подавленностью. Конкретно, власть ассоциируется с: а) позитивным аффектом; б) вниманием к вознаграждению и к свойствам других, удовлетворяющим личные цели; в) автоматической переработкой информации и резкими суждениями; г) расторможенным социальным поведением. Уменьшение власти, напротив, ассоциируется с: а) негативным аффектом; б) вниманием к угрозам и наказаниям, к интересам других и к тем характеристикам я, которые отвечают целям других; в) контролируемой переработкой информации и совещательным типом рассуждений; г) подавленным социальным поведением. Обсуждаются также последствия этих паттернов поведения, связанных с властью, и потенциальные модераторы.