Parthasarathy Krishnamurthy

Retrospection versus Anticipation: The Role of the Ad under Retrospective and Anticipatory Self-Referencing

Through three studies we demonstrate that contextually detailed ads are facilitative in enhancing brand attitudes and intentions under anticipatory self-referencing, whereas ads stripped of contextual detail are facilitative in enhancing brand attitudes and intentions under retrospective self-referencing. We find that when minimal ad information is provided, self-related thoughts about the past contain more contextual information than self-related thoughts about the future. In study 1, we find that when consumers engage in retrospective self-referencing, providing more contextual information in the ad increases the incidence of self-related thoughts that are discordant with the advertised brand (hereafter, “self-brand discordant thoughts”), decreases self-related thoughts that are concordant with the advertised brand (hereafter, “self-brand concordant thoughts”), and decreases brand attitudes and behavioral intentions. Conversely, when consumers engage in anticipatory self-referencing, providing more contextual information in the ad increases the incidence of contextually detailed thoughts, increases the ability to form consumption visions, increases the incidence of self-brand concordant thoughts without affecting self-brand discordant thoughts, and increases ad and brand attitudes and behavioral intentions. Mediation tests suggest that the effects on brand evaluations are mediated both by the extent to which consumers form brand-related consumption visions and by the extent to which they can link themselves to the advertised brand through concordant thoughts. In study 2 we show that the demonstrated differences between retrospection and anticipation are predicated on self-referencing and are not obtained for other referencing. Together, the results indicate that it is important to account both for the presence of self-referencing and for the variations in the nature of self-referencing encouraged by the ad.

Counterfactual Thinking and Advertising Responses

This article examines the effects of counterfactual thinking on information processing. We conceptualize counterfactual thinking--a process of mentally undoing the outcome of an event by imagining alternate antecedent states--as a problem-solving process that will increase scrutiny of subsequently encountered information. Results from two studies indicate that measures of persuasion are more sensitive to the quality of message arguments when counterfactual thinking precedes message exposure. This research raises the possibility that counterfactual thinking may be an underappreciated cognitive determinant of ad responses. This research also represents a first attempt at striking a relationship between counterfactual thinking and information processing. Copyright 2002 by the University of Chicago.

Resisting That Triple-Chocolate Cake: Mental Budgets and Self-Control

This research examines whether mental budgets, defined as self-specified allowances for behaviors, can help with self-control. We theorize that mental budgets will lead to greater self-control when the avoidance aspects of the behavior are made salient and when the decision context allows easy monitoring of ones own behavior. Study 1 finds that mental budgets help reduce consumption of indulgent products when avoidance aspects of the behavior are made salient. Study 2 finds that even when avoidance aspects are made salient, mental budgets are effective only when option information enables monitoring of ones choices relative to the budget. Study 3 finds that external reference points (a feature of both studies 1 and 2) play a critical role in reducing consumption. Study 4 extends the findings from studies 1 and 3 and finds that mental budgets are effective in enhancing self-control if the person also has a high chronic prevention focus. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

The Role of Cost and Response-efficacy in Persuasiveness of Health Recommendations

The persuasiveness of a health recommendation, among other things, is a function of the cost of engaging in the recommended behavior—such as money, time, effort, and discomfort— and the response-efficacy, defined as the likelihood that adherence to the recommendation would lead to the desired goal. This research investigates how cost and response-efficacy combine when influencing persuasion. Several theories of health behavior view cost and response-efficacy as having independent effects on persuasion, that is, a weighted additive impact. This research posits, and finds empirical support for the idea that cost and efficacy combine in a multiplicative fashion to influence persuasion, and suggests a structural modification to the traditional models of the relationship between cost, response-efficacy, and persuasion.

Survival Modeling of Discontinuation From Psychotherapy: A Consumer Decision‐Making Perspective

OBJECTIVE This study examines discontinuation of psychotherapy from a consumer decision-making perspective. Two plausible predictors, the level of illness and rate of progress from where the patient started, were examined as predictors of treatment discontinuation. METHOD Using data from 139 patients (45.5% women; mean age = 32.18 years) participating in a 12-week transdiagnostic cognitive-behavioral therapy program for anxiety, weekly assessments of anxiety severity were examined to investigate the extent to which level of anxiety and rate of improvement predicted treatment discontinuation. RESULTS Support was found for a significant interaction effect wherein at higher anxiety levels, rate of progress was less associated with discontinuation than at lower anxiety levels. CONCLUSION Faster rates of anxiety reduction are associated with greater likelihood of discontinuation when the client is at a lower level of anxiety, whereas rate of improvement is less associated with discontinuation if there remains continued impairment and room for improvement. As such, clinicians should monitor rates of improvement throughout treatment to help identify and evaluate patients at increased risk of premature discontinuation.