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• Implicit Memory for Information • Memory Interference Processes • Role of Memory in Brand Equity, Brand Associations, and Brand Extensions • Interactions between Memory and Attitudes, Confidence, and Intentions
Academic Degrees
PhD, University of Arizona, 1991
MBA, Duke University, 1986
BS, University of Madras, 1978
Professional Experience
Competitor Analysis, Control Data Corporation, Minneapolis
Advertising Research, Tatham Euro RSCG, Chicago
Visiting Professor, University of Florida, Gainesville
Visiting Professor, Ivey Business School, London, Canada
Visiting Professor, SKKU Business School, Seoul, South Korea
Executive education and consultant to various companies such as 3M, Firestone, IBM, Eli Lilly, Ingersoll Rand, SPX, Manitowoc, McCain Foods, Dow Chemical
Awards, Honors & Certificates
Innovative Teaching Award
Research Excellence Award
Trustees Teaching Award
Selected Publications
Palmeira, M., Thomas, D., Pontes, N., and Krishan, H. S. (2016). Framing as Status or Benefits? Consumers' Reactions to Hierarchical Loyalty Program Communication. European Journal of Marketing, 50(3-4), 488-508.
Krishnan, H. S., and Forcum, L. (2014). Consumer memory dynamics: Effects of branding and advertising on formation, stability and use of consumer memory. In Tim Perfect & Steve Lindsay (Eds.) Handbook of Applied Memory (329-347). London, UK: Sage Publications.
Kumar, A., Besharat, A., Lindsey, C., and Krishnan, H. S. (2014). Contextual and Competitive Interference: Inhibition or Facilitation? Journal of Advertising, 43(3), 228-243.
Poor, M., Duhachek, A., and Krishnan, H. S. (2013). How Images of Other Consumers Influence Subsequent Taste Perceptions. Journal of Marketing, 77(6), 124-139.
Poor, M., Duhachek, A., and Krishnan, H. S. (2012). The Moderating Role of Emotional Differentiation on Satiation. Journal of Consumer Psychology,22(4), 507-519.
Lakshmanan, A. and Krishnan, H. S. (2011). The Aha! Experience: Insight and Discontinuous Learning in Product Usage. Journal of Marketing, 75(6), 105-123.
Samu, S., and Krishnan, H. S. (2010). Brand Related Information as Context: The Impact of Brand Name Characteristics on Memory and Choice. Journal of the Academy of Marketing Science, 38(4), 456-470.
Lakshmanan, A., Lindsey, C., and Krishnan, H. S. (2010). Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency? Journal of Consumer Research, 37(4), 599-613.
Abstract
Previous research has shown that spacing of information (over time) leads to better learning of product information. We develop a theoretical framework to describe how massed or spaced learning schedules interact with different learning styles to influence product usage proficiency. The core finding is that with experiential learning, proficiency in a product usage task is better under massed conditions, whereas with verbal learning, spacing works better. This effect is demonstrated for usage proficiency assessed via speed as well as quality of use. Further, massed learning also results in better usage proficiency on transfer tasks, for both experiential and verbal learning. We also find that massed learning in experiential learning conditions leads not only to better usage proficiency but also to positive perceptions of the product. Overall, the pattern of results is consistent with a conceptual mapping account, with massed experiences leading to a superior mental model of usage and thus to better usage proficiency.
Lakshmanan, A., and Krishnan, H. S. (2009). How does Imagery in Interactive Consumption lead to False Memory? A Reconstructive Memory Perspective. Journal of Consumer Psychology,19(3), 451-462.
Abstract
Consumers are often exposed to information that may contradict their consumption experience, leading to “false memory” for aspects of the consumption. We develop a theory suggesting why false memory may be heightened due to imagery processing. We subject this theory to a rigorous test in three experiments. We find that post-consumption imagery makes it more difficult to discern between consumption and misleading information thereby boosting false recall. Yet, imagery that is more consumption-based helps reduce consumers' susceptibility to false memory. Consistent with this notion, we explicate the role that attention plays at different stages of consumption in affecting false memory.
Delvecchio, D., Lakshmanan, A., and Krishnan, H. S. (2009). The Effects of Discount Location and Frame on Consumers’ Price Estimates. Journal of Retailing, 85(3), 336-346.
Abstract
A discount may be defined by the location in which, and frame by which, it is communicated. Discount framing, particularly the differences between cents-off and percentage-off discounts, has been widely studied. Discount location (e.g., proximate to or distal from regular price info) has received considerably less attention. We employ the proximity-compatibility principle and tenets of human memory to demonstrate that discount framing (cents-off, percentage-off, and revised price) and discount location (proximal, distal) interact to differentially affect both the immediate value and the persistence of consumers’ price estimates. The implications of these results for retailers and manufacturers are highlighted in the discussion.
Palmeira, M., and Krishnan, H. S. (2008). Criteria instability and the isolated option effect. Organizational Behavior and Human Decision Processes, 106(2), 153-167.
Abstract
In two-stage choices, decision makers often compare a new (isolated) option with the winner from the first stage. Previous research has identified a choice advantage for an isolated option, ostensibly due to loss aversion. We propose an alternative mechanism suggesting that instability of the criteria used in each choice stage is the main driver of the isolated option effect. Results from a series of experiments support the criteria instability account and not loss aversion as the explanation for the isolated option effect.
Duhachek, A., Zhang, S., and Krishnan, H. S (2007). Anticipated Group Interaction: Coping with Valence Asymmetries in Attitude Shift. Journal of Consumer Research, 34(3), 395-405.
Abstract
Many consumer decisions are influenced by social interaction with other consumers. This research proposes that negative group information induces asymmetric effects on individual attitudes toward a product, depending on anticipated group interaction as a moderating variable. More specifically, negative group information is expected to induce more attitude change on consumers who hold positive attitudes. However, an opposite pattern of results is predicted when consumers anticipate discussing their product attitude with a group. Namely, negative group information should stimulate more attitude change on consumers who hold negative attitudes. In two experiments, we show reliable support for this interaction between individual attitude valence, group attitude valence, and anticipated group interaction. We also provide evidence in support of the theoretically predicted mechanism responsible for these effects. Implications for the emerging consumer literatures on valence asymmetry and anticipated group interaction are discussed.
DelVecchio, D., Krishnan, H. S., and Smith, D. C. (2007). Cents or Percent? The Effects of Promotion Framing on Price Expectations and Choice. Journal of Marketing, 71(3), 158-170.
Lindsey, C., and Krishnan, H. S. (2007). Retrieval Disruption in Collaborative Groups Due to Brand Cues. Journal of Consumer Research, 33(4), 470-478.
Abstract
This research examines the effect of brand cues on retrieval of target brands by individuals in collaborative (vs. noncollaborative) settings. We examine two theories, salience of the brand cue and retrieval-strategy disruption, as potential explanations. Two experiments show that brand cues lead to greater inhibition of target brands in a collaborative versus a noncollaborative setting. The theoretical contribution is the exposition of a double-cueing effect of brand cues such that both (a) cue salience and (b) cue-induced retrieval-strategy disruption are greater for individuals in a collaborative setting. The discussion highlights additional theoretical implications of this research.
Mao, H., and Krishnan, H. S. (2006). Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model. Journal of Consumer Research, 33(1), 41-49.
Abstract
The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model proposes two dimensions of fit (brand prototype fit and product exemplar fit) and two evaluative processes (topdown and parallel attitude transfer) that drive extension evaluations in different ways, depending on the level of cognitive resources. Three empirical studies found consistent support for the model.
Shapiro, S., Lindsey, C., and Krishnan, H. S. (2006). Intentional Forgetting as a Facilitator for Recalling New Product Attributes. Journal of Experimental Psychology:Applied, 12(4), 251-263.
Abstract
When market changes alter what product attributes are deemed important, consumers may intentionally try to forget old product information in an attempt to remember new product information. In Experiment 1, the authors demonstrated that intentional forgetting of this nature temporarily inhibits retrieval of old product information and leads to a benefit to memory for new product information. The results show that, after a short delay, benefits continue in the absence of costs, which is supportive of a multiple-process account of intentional forgetting. Experiment 2 extends these effects using an advertising message to stimulate forgetting. Across both experiments, results also show that brand preference is based on learning of new attribute information.
Kumar, A., and Krishnan, H. S. (2004). Memory Interference in Advertising: A Replication and Extension. Journal of Consumer Research, 30(4), 602-611.
Abstract
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 familiar brands will be affected. The results replicate the interference effect on unfamiliar brands, demonstrating the robustness of the phenomenon. The results also show that claims about familiar brands are affected, qualifying previous research that shows that familiar brands are relatively impervious to competitive interference.
Krishnan, H. S., and Chakravarti, D. (2003). A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory. Journal of Consumer Psychology, 13(3), 230-245.
Abstract
We report 2 studies that examined how the strength of humorous advertising executions and their relevance to the brand claims in the advertisement influence consumer memory for the claims. We infer the underlying memory processes by testing claims memory using recall, recognition, and indirect tests following incidental exposure to advertisements manipulating humor strength and claims relevance. Memory for the humor component was checked as corroborating evidence. We also validated these inferences by contrasting these effects on claims and humor memory with those under instructed elaboration. Study 1 shows that for humor of low claims relevance, brand claims memory is an inverted U-shaped function of humor strength. Compared to both nonhumor and high-strength humor, moderate humor facilitates both encoding and retrieval of the claims. The patterns of humor memory and instructed elaboration effects suggest that low-relevance humor is not spontaneously linked to the claims even when processing resources are available. Study 2 shows that when strong humor is made more relevant, brand claims memory improves even during incidental exposure. Corresponding humor memory and instructed elaboration effects imply that relevance encourages the formation of humor-claims links that facilitate encoding and retrieval of the claims. The results show that although strong humor inhibits the processing received by the brand claims, enhancing its claims relevance can compensate for such inhibition.
Shapiro, S., and Krishnan, H. S. (2001). Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects. Journal of Advertising, 30(3), 1-14.
Krishnan, H. S., and Chakravarti, D. (1999). Memory Measures for Pretesting Advertisements: An Integrative Conceptual Framework and a Diagnostic Template. Journal of Consumer Psychology, 8(1), 1-37.
Samu, S., Krishnan, H. S., and Smith, R. E. (1999). Using Advertising Alliances for New Product Introduction: Interactions between Product Complementarity and Promotional Strategies. Journal of Marketing, 63(1), 57-74.
Shapiro, S., and Krishnan, H. S. (1999). Consumer Memory for Intentions: A Prospective Memory Perspective. Journal of Experimental Psychology: Applied, 5(2), 169-189.
