Rajagopal Raghunathan

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Affective states of the same valence may have distinct, yet predictable , influences on decision processes. Results from three experiments show that, in gambling decisions, as well as in job-selection decisions, sad individuals are biased in favor of high-risk/high-reward options, whereas anxious individuals are biased in favor of low-risk/low-reward(More)
Three studies investigated the influence of mood states on the processing of positive and negative information regarding caffeine consumption and on the impact of this information on one's mood, attitudes, and intentions. The results were consistent with the predictions of the mood-as-a-resource hypothesis: First, the induction of positive mood in high(More)
The plot structure in television advertisements can enhance consumers' brand attitudes and foster increasing consumer and industry recognition. A corpus analysis of contemporary television advertisements shows that advertisements using the repetition-break plot structure are a small percentage of television advertisements but a large percentage of Clio and(More)
The Repetition-Break plot structure, which capitalizes on how people learn through drawing comparisons, generates persuasive narratives. In two experiments, we show that television advertisements using the Repetition-Break plot structure are persuasive, leading to higher brand attitudes and purchase intentions than ads with alternative structures. This(More)
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