Rajeev Batra - Researcher Profile | RDL Research Database

Publications

3 shown

Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising

Morris B. Holbrook , Rajeev Batra

Journal Article Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising Get access Morris B. Holbrook, Morris B. Holbrook Search for other works by this...

1987 Journal of Consumer Research 1580 citations

Measuring the hedonic and utilitarian sources of consumer attitudes

Rajeev Batra , Olli T. Ahtola

1991 Marketing Letters 2095 citations

Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time

Thomas J. Olney , Morris B. Holbrook , Rajeev Batra

This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, ...

1991 Journal of Consumer Research 555 citations

Frequent Co-Authors

Olli T. Ahtola

University of Rochester

Thomas J. Olney

Morris B. Holbrook

Columbia University

Researcher Info

h-index: 3
Publications: 3
Citations: 4,230
Institution: University of Michigan

External Links

ORCID Profile Google Scholar

Identifiers

ORCID: 0000-0003-3696-0364

Impact Metrics

h-index 3

h-index: Number of publications with at least h citations each.