Rajagopal Raghunathan

Learn 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 authors would like to thank K. Sivakumar and James Maskulka for comments on an earlier draft of this paper. The authors would also like to thank Roland Rust and three anonymous reviewers for their helpful suggestions. ABSTRACT What is the relationship between product design benefits (hedonic vs. utilitarian) and the post-consumption feelings of customer(More)
e present a conceptual framework that clarifies the utilities that consumers using a channel derive from both the purchase process and the purchased products, and the mutual influences between these process and product utilities. Drawing on interviews with customers, we examine how the following factors influence product and process utilities, and hence(More)
Replicating Raghunathan and Pham (1999), results from two experiments confirm that while anxiety triggers a preference for options that are safer and provide a sense of control, sadness triggers a preference for options that are more rewarding and comforting. Results also indicate that these effects are driven by an affect-as-information process and are(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)
Using data from a new field experiment in South Korea, we study how information from virtual communities such as stock message boards influences investors' trading decisions and investment performance. Motivated by recent studies in psychology, we conjecture that investors would use message boards to seek information that confirms their prior beliefs. This(More)
This research builds on the thesis that people subscribe to a lay brief we term the more fun = less good intuition, which refers to the belief that the higher the hedonic quality of a stimulus (product, service, activity), the lower its functional quality. Results from three experiments demonstrate that consumers (1) infer that products that perform well on(More)