H. Rao Unnava

Professor Unnava’s research focuses on issues related to brand loyalty, consumer response to advertising and sales promotions, and consumer memory. His work has appeared in the Journal of Marketing Research, Journal of Consumer Research, Marketing Letters, Personality and Social Psychology Bulletin, Journal of International Consumer Marketing and Advances in Consumer Research. He is on the editorial review board of the Journal of Consumer Research. Unnava’s teaching experience includes courses at the undergraduate and graduate levels, including marketing management and strategy, marketing research, consumer behavior, promotional strategy, human memory processes and international marketing. He was named Outstanding Undergraduate Teacher by the American Marketing Association in 1997.

Areas of expertise

  • Advertising
  • Brand management
  • Promotions
  • International marketing
  • Consumer behavior

Education

  • PhD, The Ohio State University
  • Post Graduate Diploma, Indian Institute of Management, Calcutta
  • BTech, Jawaharlal Nehru Technological University

Refereed Journal Articles

  • Sekar Raju, H. Rao Unnava, and Nicole Montgomery (2009), “The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process,” Journal of Consumer Research, 35 (February), 851-863.
  • Montgomery, Nicole and Rao Unnava, "Temporal Sequences: A Memory Framework," accepted for publication in Journal of Consumer Research.
  • Raju, Sekar, Rao Unnava, and Nicole Montgomery, "The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands", accepted for publication in Journal of Advertising.
  • Sekar Raju and H. Rao Unnava (2006), “The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments,” Journal of Consumer Research, 33 (September), 173-178.
  • Votolato, Nicole and H. Rao Unnava (2006), “Spillover of Negative Information on Brand Alliances,” Journal of Consumer Psychology,16 (2), 196-202.
  • Priyali Rajagopal, Sekar Raju and H. Rao Unnava (in Press), “Differences in the Cognitive Accessibility of Action and Inaction Regrets,” Journal of Experimental Social Psychology.
  • Jewell, Robert D., and H. Rao Unnava, (2004), “Exploring differences in attitudes between light and heavy brand users,” Journal of Consumer Psychology, 14 (1 & 2), 75-79.
  • Robert D. Jewell and H. Rao Unnava (2003), “The Beneficial Effects of Competitive Ad Interference,” Journal of Consumer Research, 30 (2), 283-291.
  • Ahluwalia, Rohini, H. Rao Unnava and Robert E. Burnkrant (2001), “The Moderating Role of Commitment on the Spillover Effect of Marketing Communications,” Journal of Marketing Research, 38 (November), 458-470.
  • Ahluwalia, Rohini, Robert E. Burnkrant and H. Rao Unnava (2000), “Consumer Response to Negative Publicity: The Moderating Role of Commitment,” Journal of Marketing Research,37 (May), 203-214.
  • Allenby, Greg, Neeli Bendapudi, Bob Burnkrant, Leslie Fine, Jim Ginter, Bob Leone, Mark Stiving and Rao Unnava, (1998) "Market Segmentation in the 21st Century: Discrete Solutions to Continuous Problems," Seoul Journal of Business,4 (2), 129-158..
  • Unnava, H. Rao, Sanjeev Agarwal and Curtis P. Haugtvedt (1996), "Interactive Effects of Message-Generated Imagery and Presentation Modality on Recall of Advertising Information," Journal of Consumer Research, 23 (June), 81-87.
  • Robert E. Burnkrant and H. Rao Unnava (1995), "Effects of Self Referencing on Persuasion," Journal of Consumer Research, 26 (June), 17-26.
  • Unnava, H. Rao, Robert E. Burnkrant and Sunil Erevelles (1994), "Effects of Presentation Order and Communication Modality on Recall and Attitude,” Journal of Consumer Research, 21(December), 481-490.
  • Unnava, H. Rao and Deepak Sirdeshmukh (1994), "Reducing Competitive Ad Interference,” Journal of Marketing Research ,Vol. 31 (August), 403-411.
  • Mobley, Amy S., Todd S. Painter, Eric M. Untch and H. Rao Unnava (1995), "Consumer Evaluation of Recycled Products,” Psychology and Marketing,12 (3), 165-176.
  • Unnava, H. Rao and Robert Burnkrant (1991), "An Imagery Processing View of the Role of Pictures in Print Advertisements,” Journal of Marketing Research, 28 (May), 226-31.
  • Unnava, H. Rao and Robert Burnkrant (1991), "The Effect of Repeating Varied and Same Executions on Brand Name Memory,” Journal of Marketing Research,Vol. 28, November, 406-416.
  • Miniard, Paul W., Sunil Bhatla, Ken Lord, Peter Dickson and Rao Unnava (1991), "Picture-Based Persuasion Processes and the Moderating Role of Involvement,” Journal of Consumer Research, 18 (June), 92-107.
  • Miniard, Paul W., Rao Unnava and Sunil Bhatla (1991), "Investigating the Recall Inhibition Effect: A Test of Practical Considerations," Marketing Letters, 2 (1), 27-34.
  • Sauer, Paul E., Murray Young and Rao Unnava (1991), "An Experimental Investigation of the Country of Origin Effect,” Journal of International Consumer Marketing, 3(2), 29-60.
  • Burnkrant, Robert E., and Rao Unnava (1989), "Self-Referencing: A Strategy for Increasing Processing of Message Content,” Personality and Social Psychology Bulletin,15, 628-638.

Textbook Chapters

  • Unnava, H. Rao, Roger D. Blackwell, Curtis P. Haugtvedt and Amy Mobley (1993), "Communications in Global Markets," in Salah Hassan and Roger Blackwell (Eds.), Global Markets: Perspectives and Cases, Dryden Press.
  • Young, Murray A., Paul L. Sauer and H. Rao Unnava (1993), "Country of Origin Issues," in Salah Hassan and Roger Blackwell (Eds.), Global Markets: Perspectives and Cases, Dryden Press.
  • Petty, Richard E., H. Rao Unnava and Alan J. Strathman (1992), "Theories of Attitude Change," in H. H. Kassarjian and T. S. Robertson (eds.), Handbook of Consumer Theory and Research, Englewood Cliffs, NJ: Prentice Hall.

Papers Under Review, Manuscripts in Preparation

  • Raju, Sekar, H. Rao Unnava, and Nicole Montgomery, “The Effect of Brand Commitment on the Evaluation of Non-Preferred Brands: A Disconfirmation Process,” conditionally accepted for publication in Journal of Consumer Research.
  • Raju, Sekar, H. Rao Unnava, and Nicole Montgomery, “The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands,” conditionally accepted for publication in Journal of Advertising.
  • Nicole Montgomery and H. Rao Unnava, “Temporal Sequences: A Memory Framework,” to be revised and resubmitted to Journal of Consumer Research.
  • Rao Unnava, Kenneth Lord, Robert Jewell, and Sekar Raju, “The Effect of Consumption Situations on Brand Accessibility, Learning, and Attitude Formation,” manuscript being prepared for submission to Journal of Consumer Research.

Refereed Conference Proceedings

  • Menon, Geeta, Robert E. Jewell and H. Rao Unnava (1998), “When A Company Does not Respond to Negative Publicity: Cognitive Elaboration vs. Reactance Perspectives,” accepted for publication and presentation at the ACR Conference, Montreal, Canada.
  • Sirdeshmukh, Deepak and H. Rao Unnava (1992), "The Effects of Missing Information on Consumer Product Evaluations," to appear in Brian Sternthal and John F. Sherry Jr. (eds.), Advances in Consumer Research, Volume 19, Provo, Utah: Association for Consumer Research.
  • Innis, Daniel E., and H. Rao Unnava (1991), "The Usefulness of Product Warranties for Reputable and New Brands," in Michael R. Solomon (ed.), Advances in Consumer Research, Volume 18, Provo, Utah: Association for Consumer Research, 317-22.
  • Miniard, Paul W., H. Rao Unnava and Sunil Bhatla (1989), "Inhibiting Brand Name Recall: A Test of the Salience Hypothesis," in Thomas K. Srull (ed.), Advances in Consumer Research, Volume 16, Provo, Utah: Association for Consumer Research, 264-70.
  • Burnkrant, Robert E., and H. Rao Unnava (1987), "Effects of Variation in Message Execution on the Learning of Repeated Brand Information," in Melanie Wallendorf and Paul E. Anderson (eds.), Advances in Consumer Research, Volume 14 (Ann Arbor: Association for Consumer Research), 173-76.
  • Dickson, Peter R., Robert E. Burnkrant, Paul W. Miniard and H. Rao Unnava (1986), "If It Isn't A Duck then Why Did It Quack? Competing Explanations for an Observed Effect of Illustrations in an Advertisement," in Richard J. Lutz (ed.), Advances in Consumer Research, 13, Provo, Utah: Association for Consumer Research, 153-57.

Reviews and Abstracts

  • "Modality Specific Interference in the Processing of Advertising Information," Association for Consumer Research, 1992.
  • "The Effect of Experience on Attitude Structure," Association for Consumer Research, 1990.
  • "The Effects of Program Induced Mood States on the Processing of Commercial Information," Association for Consumer Research, 1988.
  • "Reducing Competitive Ad Interference," with Deepak Sirdeshmukh (WPS 92-63).
  • "Effects of Order of Presentation and Information Modality on Persuasion," with Robert E. Burnkrant and Sunil Erevelles (WPS 92-75).
  • "The Effects of Missing Information on Consumer Product Evaluations," with Deepak Sirdeshmukh.
  • "The Usefulness of Product Warranties for Reputable and New Brands," with Daniel Innis and Thamie Freeze (WPS 90-67).
  • "Pictures and Persuasion: The Moderating Role of Involvement," with Paul Miniard, Sunil Bhatla, Kenneth Lord, and Peter Dickson (WPS 89-67).
  • "Modality Specific Representation in Memory," with Robert Burnkrant (WPS 89-8).
  • "Investigating the Recall Inhibition Effect: A Test of Practical and Theoretical Considerations," with Paul Miniard and Sunil Bhatla (WPS 88-68).
  • "The Effects of Programming Induced Mood States on Memory for Commercial Information," with Robert Burnkrant and Kenneth Lord (WPS 88-12).

Contact

  • E-mail
    unnava.1@osu.edu

    Phone
    (614) 292-1506

    Fax
    (614) 292-0879

    Department of Marketing & Logistics
    Fisher College of Business
    The Ohio State University
    530A Fisher Hall
    2100 Neil Avenue
    Columbus, OH 43210

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