Anand Kumar

• PhD
• Professor (Associate) at University of South Florida

Numerical information can be communicated using different number formats, such as digits (“5”) or number words (“five”). For example, a battery product may claim to last for “5 hours” or “five hours.” And while these two formats are used interchangeably in the marketplace, it is not clear how they influence consumer judgments and behavior. Via six...

While advertising products with their reflections is quite common, marketing research studying their effects on product aesthetics is lacking. A unique visual property of reflections is that they are endowed with an inherent shine since they are formed by the interaction of light with an object and a reflecting medium like water (Cavanagh et al., 2...

While advertising products with reflections is a common industry practice, this research is the first to investigate their impact on product aesthetics. Reflections are endowed with an inherent shine since they are naturally formed by the interaction of light with an object and a reflecting surface. We draw upon this property along with Evolutionar...

This research draws on effectuation theory and service dominant logic to develop the concept of effectual selling. Effectual selling is focused on resource integration, stakeholder interaction, and value co-creation under environmental uncertainty. The effectual selling perspective developed here is consistent with the emerging service ecosystem vi...

Motivated by the need for a deeper understanding of the factors and processes through which consumers evaluate corporate giving, this paper examines the role of perceived effort in the formation of consumers' motive attributions. Guided by attribution theory and the augmentation principle, three studies are put forth to demonstrate how the type, na...

Cognitive linguistic studies have found that people perceive time to be intertwined with space. Western consumers, in particular, visualize time on a horizontal spatial axis, with past events on the left and future events on the right. Underexplored, however, is whether and how space-time associations influence future time-related judgments and dec...

In recent years, the nature of corporate giving has begun to change. Corporate philanthropy, whereby a corporation donates a portion of its resources to a societal cause, has become more focused and strategic in its execution (Gautier and Pache 2013). To that end, there remains the need for a deeper understanding of the underlying processes that dr...

The current research provides a framework for understanding how centrality impacts people's choice of brands and related brand connectedness. Motivated by the need to validate their self-image, individuals use brands to express and confirm their identities. The authors hypothesize that greater centrality of the identity to the self strengthens the...

Existing literature has found two sources of advertising interference (competitive and contextual) that decrease the effectiveness of an ad in a cluttered environment. However, to date, the negative impact of competitive and contextual interference has been examined independently. This research explores advertising effectiveness when these sources...

This article extends the concept of virtual direct experience (VDE) from a product to an attribute as video gamers can virtually experience an attribute within a gaming environment. Using a 2 (VAE: present versus absent) x 2 (order of brand presentation: first or second) between subjects experimental design, we find that associating a brand with vi...

Recently, Kulviwat et al. (2007) proposed a new model, Consumer Acceptance of Technology (CAT), that was shown to significantly improve the prediction of intentions to adopt high tech products by integrating affect constructs and an additional cognitive construct into the well-known Technology Acceptance Model (TAM). The purpose of the current stud...

In the last few decades, scholars and practitioners have increasingly tried to understand the factors that influence technology acceptance. Theories and models developed by scholars have tended to focus on the role of cognition and have rarely included affect. The few studies that have incorporated affect have tended to measure a single emotion rat...

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some opportunities and challenges that come with it. Desperately needed is more research since in-depth examination of the topic has barely begun. To assist...

Marketers in firms that routinely produce high-tech innovations want rapid adoption of their products. Many believe the consumer segment that is targeted initially should consist of people who adopt innovative technology relatively early and are influential sources of information that others use as references for their own behavior. A set of adopte...

Managers in firms introducing innovative wireless goods and services as well as other high tech products are eager to identify those consumers who should be targeted initially in order to ensure rapid adoption. Ideally, these consumers are the innovators, those who are the first to adopt. Since no appropriate scale existed to measure this tendency...

Interactivity is reviewed with the goal of addressing several important shortcomings in existing work: a need for generalizability of definitions across all situations and technologies; an explicit incorporation of the nonverbal facet of communication; and a reconsideration of control as an intrinsic aspect of all manners of interactivity. Based on...

Interactivity is reviewed with the goal of addressing several important shortcomings in existing work: a need for generalizability of definitions across all situations and technologies; an explicit incorporation of the nonverbal facet of communication; and a reconsideration of control as an intrinsic aspect of all manners of interactivity. Based on...

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some opportunities and challenges that come with it. Desperately needed is more scholarly research since in-depth examination of the topic has barely begun....

The emerging mobile commerce (m-commerce) technology promises exciting possibilities for marketplace exchanges, but expected benefits to consumers as well as businesses await an understanding of consumer acceptance of this technology. Borrowing the technology acceptance model (TAM) from the work environment, we apply it to the consumer context (c-T...

The traditional formulation of customer value is a trade off of benefits and sacrifices, with intrinsic quality typically being the primary benefit, and price typically being the primary sacrifice. While additional sacrifices have been proposed in the literature (e.g., time and effort), we explore three additional benefits, the extrinsic attributes...

Although customer satisfaction is one of the fundamental concepts in marketing theory and practices, the direct link between customer satisfaction and a firm's bottom line is still somewhat ambiguous and vague. While most research focuses on how customer satisfaction contributes to the firm's profitability, financial resources required to implement...

Memory for information in an ad can be detrimentally affected by exposure to another ad if the pictures in the two ads are similar. This has been termed contextual interference and has been shown to affect unfamiliar brands featured in an ad. Two studies were conducted to replicate the interference effect on unfamiliar brands and to examine whether...

Internet commerce is exploding and predicted to continue growing at a rapid rate for several more years. Online businesses that have a desire to tap into this Internet commerce explosion are seeking ways to convince online browsers to become online purchasers. To achieve this goal, businesses need to find ways to alleviate consumers' fears and conc...

The effectiveness of advertisements has been an issue of great concern to marketers, especially with the rapid increase in the number of marketing communications that the average consumer receives every day. Prior research has examined the impact of verbal interference on consumers’ memory for different elements of the advertisement—that is, interf...

Although interest in the marketing of professional services has grown steadily, there is still confusion over which services should be considered professional. Perceptions are important for marketing practitioners because consumers are likely to respond differently to stimuli such as advertising or price promotions depending on how they perceive th...

In expectation of the expanded use of full-motion commercials on the web to promote goods and services, this study examined the influence of webpage background on commercial effectiveness. More specifically, the research examined what type of background is most appropriate for positively affecting advertising effectiveness as measured by several co...

Websites are becoming increasingly complex due to the competing sights and sounds found on each page. Prior research by the authors (Stevenson, Bruner, and Kumar, 2000) has demonstrated the negative consequences that this sort of complexity can have on the effectiveness of a commercial run on such a page. Generalizations of those findings were limi...