S
Surendra N. Singh
Researcher at University of Kansas
Publications - 70
Citations - 4787
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.
Papers
More filters
Journal ArticleDOI
Measuring Attitude toward the Brand and Purchase Intentions
Nancy Spears,Surendra N. Singh +1 more
TL;DR: In this article, the authors developed measures of attitude toward the brand (Ab) and purchase intentions (PI) and assessed their psychometric validity within a well-established, attitude towards the ad theoretical framework.
Journal ArticleDOI
Enhancing helping behavior: An integrative framework for promotion planning
TL;DR: In this paper, the authors discuss the challenges faced by charities in soliciting adequate resources to carry out their mission, as well as the challenges they face in finding adequate resources for their work.
Journal ArticleDOI
An examination of different explanations for the mere exposure effect
TL;DR: The authors investigated 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).
Journal ArticleDOI
Efficient theory development and factor retention criteria: Abandon the ‘eigenvalue greater than one’ criterion
TL;DR: This paper appraise popular factor retention practices in marketing, demonstrate how they may lead to the development of inefficient theories, draw attention to a number of resources for choosing appropriate retention criteria, and develop an easy-to-use Web-based engine to effortlessly implement one such method, parallel analysis.
Journal ArticleDOI
Feeling and Liking Responses to Television Programs: An Examination of Two Explanations for Media-Context Effects
TL;DR: The authors empirically examined how the feelings elicited by television programs and the liking of television programs affected viewers' evaluations of commercials and found that the influence of program liking on attitude toward the ad, and subsequently on attitude towards the brand, was moderated by both commercial involvement and the commercial's position in a sequence of commercials.