Surendra N. Singh

Surendra N. Singh
University of Kansas | KU · Marketing

PhD

About

60
Publications
209,133
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5,430
Citations
Additional affiliations
August 1982 - December 2014
University of Kansas
Position
  • Managing Director

Publications

Publications (60)
Article
Full-text available
Prior research has indicated that consumers’ decisions are significantly influenced by online reviews. However, existing research has focused mainly on attributes (e.g., average ratings) that are not fully controlled by firms; only limited research has investigated how controllable attributes (e.g., review display formats) affect consumers. Drawing...
Article
This research investigates consumers’ preference for probabilistic versus sure price promotions across two frames and different probability values. In three experiments, the authors show that the choice propensity for a probabilistic discount is higher when a reduced price as opposed to an amount of discount frame is used. Moreover, the choice prop...
Article
Full-text available
Charities often include low-value monetary (e.g., coins) and nonmonetary (e.g., greeting cards) pregiving incentives (PGIs) in their donation request letters. Yet little is known about how donors respond to this marketing strategy. In seven studies, including two large-scale field experiments, the authors demonstrate that the effectiveness of PGIs...
Article
The present work utilizes research on context effects and color psychology to investigate how background color can enhance the effectiveness of positive and negative charity appeals. Five experiments measuring both actual donations and donation intention examine the hypothesis that a negative charity appeal against an orange (vs. blue) background a...
Article
While there is a proliferation of research on emotion detection, little research has focused on emotion induction in HCI literature. We propose an emotion-induction model that points out the two fundamental design goals (i.e., sensemaking vs. exploration) as antecedents of the four different types of emotions, which, in turn, introspectively reinfo...
Article
Purpose Co-branding is popular with partnerships between well-known and new brands. In a laboratory study, this paper aims to examine the effects of a single ally and multiple allies on quality perception of a brand. The results suggest that the quality perception of the new brand depends on the co-branding strategy. Design/methodology/approach Fo...
Article
This research examines the role of syntactic complexity—complexity induced by the sentence structure of the text—on memory for print ads. The authors find that ads aimed at older adults contain significant complexity, which commonly used readability indexes fail to detect. Further, syntactic complexity adversely affects message recall in older (age...
Article
Previous research shows that negative emotional charity appeals tend to be more effective than other emotional charity appeals because they evoke sympathy. However, feelings of loneliness reduce individuals' ability to sympathize with others. Based on grounded cognition research, we propose that exposure to images of cold objects will lead to feeli...
Article
Employees' positive affective displays have been widely used as a strategic tool to enhance service experience and strengthen customer relationships. Companies have primarily focused their employee training programs on two dimensions of display: intensity and authenticity. Yet there is limited research on when, how, and why these two dimensions aff...
Article
Full-text available
Programming that depicts or implies death constitutes a vital component of daily television broadcasts, yet the impact of such programming on the evaluation of embedded advertising remains unexplored. Using terror management theory, we propose that exposure to routine and commonplace death-related television programming will lead to the differentia...
Chapter
The accent of service providers in call centers may positively or negatively bias customer perception of service quality. Among American consumers, the Indian accent may have a negative bias while the British accent may have a positive bias. An experiment was conducted using a sample of 176 students.
Article
This paper examines how odd-ending pricing influences consumption of hedonic and utilitarian products. Four studies test the hypothesis that the discount image associated with odd-ending prices reduces anticipated guilt and provides justification for hedonic consumption – an effect the authors label the odd-ending price justification effect (OPJE)....
Article
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The split 30-second commercial format has become a regular feature of today's television advertising. Yet, little is known about the effectiveness of commercials presented in the two halves of a split: 30. The authors report findings from a laboratory experiment in which the similarity of commercials presented in the two halves of a split: 30 forma...
Article
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Recognition measures are commonly used to test the memory effects of advertisements. Unfortunately, there is a significant amount of response bias (particularly false claiming) involved with the simple “yes”/“no” type recognition tests currently being used by the advertising researchers. Recently a different procedure, called forced-choice recognit...
Article
This research examines customer biases relating to employee accents in call service encounters. Extant research and practitioners generally assume that customers automatically evaluate call service employees with a negatively biased accent lower than employees with a standard accent. However, using the Justification-Suppression Model as a framework...
Article
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Advertising by attorneys has been a controversial issue. Historically, many a learned society has prohibited advertising by its members; and until the 1970s it was believed that commercial speech, including advertising by professionals, being mercantile in nature, did not have the same kind of First Amendment protection as did other forms of speech...
Article
The study investigates the mediating role of emotional states and perceived interactivity in the formation of preference for website by revisiting the Landscape Preference Model (LPM) recently introduced to IS literature (Kaplan 1988; Singh, Dalal et al. 2005; Singh, Todd Donavan et al. 2008; Lee and Kozar 2009). We hypothesize that, in HCI context...
Article
Full-text available
The World Wide Web contains a vast corpus of consumer-generated content that holds invaluable insights for improving the product and service offerings of firms. Yet the typical method for extracting diagnostic information from online content--text mining--has limitations. As a starting point, we propose analyzing a sample of comments before initiat...
Article
Mean and covariance structure (MACS) modeling is used to explore a central question in contemporary environmental psychology: “How should human environments be conceptualized?”. Specifically, an expanded version of the preference model of landscape perception proposed by S. and R. Kaplan is presented. The proposed model not only constitutes a respe...
Article
Other things being equal, a theory with fewer constructs is preferable over others. In exploratory factor analysis, a common method used in theory development, the most popular factor retention criterion used in marketing is the eigenvalue greater than one rule. Its use often results in over extraction, which leads to the development of less than p...
Article
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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 finding...
Article
This paper examines the effects of viewer excitement as elicited by television programs on the effectiveness of commercials embedded in such programs. A review of the literature suggests that the physiological arousal which results from suspenseful or emotional programs can be usefully characterized as an intensifier of important viewer responses....
Article
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A home page is the gateway to an organization's Web site. To design effective Web home pages, it is necessary to understand the fundamental drivers of user's perception of Web pages. Not only do designers have to understand potential users' frame of mind, they also have at their choosing a stupefying array of attributes - including numerous font ty...
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This paper develops a model to measure people's perception of web pages based on the premise that the World Wide Web is a persuasive technology intentionally designed to change a person's attitudes and behaviors. The model, derived from the persuasion literature, particularly appraisal theory and the affect-as-information model, assumes that feelin...
Article
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In a prevailing academic climate where there are high expectations for faculty to publish and generate grants, the exploration of Research Burnout among higher education faculty has become increasingly important. Unfortunately, it is a topic that has not been well researched empirically. In 1997 Singh and Bush developed a unidimensional scale to me...
Article
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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 empirical...
Article
Modern interactionism asserts that both the P (person) and the E (environment or situation) should be considered simultaneously in predicting attitudes and behaviors. In this paper, we apply the interactionist view to salesforce research. Specifically, we use salesforce socialization as an example to illustrate how interactionist concepts from psyc...
Article
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This paper reports findings from a study that evaluates the effectiveness of longer print advertisements-the advertisements with a low copy-picture ratio (i.e., primarily pictorial advertisements or PPAs). Move specifically, the effectiveness of a long PPA with that of its shorter version is compared under varying conditions of processing effort, e...
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Viewing an organization's home page as its most important online advertisement has profound implications for how home pages are designed, tested, and evaluated.
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98 children in Grades 4, 5, and 6 were surveyed in 1997 for their knowledge of sunlight's harmful effects, attitude toward and frequency of usage of sun-safety devices, perceived peer pressure against sun-safe behavior, and parental encouragement for practicing sun-safe behavior. Children exhibited low knowledge of harmful effects of sun exposure a...
Article
Despite the growing interest in information systems research, empirical studies on IS research and researchers are few. This study reports the findings from an exploratory survey of IS faculty on professional research concerns (e.g., the quality of IS research and the relevance of IS research to IS practice) and personal research concerns (e.g., re...
Article
We investigated the effects of intrinsic motivation to do research and perceived lack of rewards contingent on doing research on burnout or disenchantment from research. Findings, based on a survey of 328 faculty at a major university, indicate that these two variables account for 74% and 81% of the variance in scores on a scale relating to burnout...
Article
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In 1988, an American Marketing Association (AMA) task force expressed concern that a large number of senior marketing academicians were turning into "burnouts. " This article reports findings from a large-scale study that defined and measured the research burnout construct and explored its relationship to several variables. Findings indicate that r...
Article
The incidence of skin cancer has risen dramatically in recent years. However, the disease can be prevented with a few lifestyle changes such as wearing sunscreen and a hat. Unfortunately, most people receive the bulk of their lifetime sun exposure during childhood. To make a child embrace the sim-safety behaviors, parents must play an active role i...
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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 mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities, and shrinking support from gov...
Article
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 mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities, and shrinking support from gov...
Article
Full-text available
Few studies offer a theoretical explanation of the differential effects of massed and spaced advertising. Consequently, conclusions have been mixed. The authors introduce the stimulus sampling model of spacing effects based on Estes' mathematical learning theory. The model posits that massed repetition generates superior memory at short retention i...
Article
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Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag (i.e., the number of intervening commercials between two...
Article
Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag (i.e., the number of intervening commercials between two...
Article
Full-text available
Many advertisers have argued that 15-sec TV commercials should be used only to reinforce effects created by longer commercials. However, this recommendation is based on studies that have several weaknesses, including use of single exposure levels, established commercials, and learning as the primary dependent variable. The authors report the findin...
Article
Many advertisers have argued that 15-second television commercials (:15s) should be used only to reinforce effects created by longer commercials. However, this recommendation is based on studies that have several weaknesses, including use of single exposure levels, established commercials, and learning as the primary dependent variable. The authors...
Article
The effect of subliminal sex and death embeds on attention to advertising, change in attitude, behavioral intention, and day-after recall of advertising were investigated for two products. Contrary to findings in some previous research, no significant effects were indicated in the current study at any level. A review and comparison to previous rese...
Article
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 progra...
Article
Full-text available
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 progra...
Article
Full-text available
Copy testing continues to be an important, controversial, expensive and involving area of advertising research. This article reviews four categories of print copy testing methods: learning based measures, affective measures, choice measures and physiological measures. Emphasis is given to how well each measure relates to possible advertising object...
Article
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The authors report the second in a series of experiments on recognition as a dependent variable in the study of learning and forgetting of television commercials. They investigate the impact of time since exposure, commercial length, and commercial repetition on recognition and unaided recall scores. The results indicate that recognition scores are...
Article
The authors report the second in a series of experiments on recognition as a dependent variable in the study of learning and forgetting of television commercials. They investigate the impact of time since exposure, commercial length, and commercial repetition on recognition and unaided recall scores. The results indicate that recognition scores are...
Article
Full-text available
Since its origination in 1954 (Tanner & Swets, 1954), the theory of signal detection (TSD) has gained wide ac­ ceptance in the study of perception and memory as an al­ ternative to classical psychophysical methodologies. The biggest advantage of the TSD over classical psychophysi­ cal methods is that TSD provides independent parameters for estimati...
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This paper contends that television programs generate physiological arousal and that programming induced arousal can be used as a mediating variable to explain the impact of programming on the ensuing commercials. It systematically explores how television programming induced arousal can influence the learning of, and attitudes and behavior toward,...
Article
Full-text available
Recognition tests are a very popular means of assessing the memory effectiveness of advertisements. Unfortunately the recognition scores obtained by current methods reflect both the memory for an advertisement and the response biases of the respondents. The authors introduce the theory of signal detection (TSD) which can be used to secure independe...
Article
Recognition tests are a very popular means of assessing the memory effectiveness of advertisements. Unfortunately the recognition scores obtained by current methods reflect both the memory for an advertisement and the response biases of the respondents. The authors introduce the theory of signal detection (TSD) which can be used to secure independe...
Article
Full-text available
Recognition has not received extensive acceptance by practitioners as a response variable for learning of television commercials. The authors review some of the distinctions between recall and recognition, and some of the problems associated with each. In a laboratory experiment they developed and tested a measure of recognition useful for low invo...
Article
Recognition has not received extensive acceptance by practitioners as a response variable for learning of television commercials. The authors review some of the distinctions between recall and recognition, and some of the problems associated with each. In a laboratory experiment they developed and tested a measure of recognition useful for low invo...
Article
Full-text available
Thèse (Ph. D.)--University of Wisconsin. Microfilm du manuscrit dactylographié.

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