Deputy Head, Department of Marketing, National University of Singapore, 2020 - 2021. Professor, NUS Business School, 2019 - current. The results additionally show that the increased reliance on affective inputs under uncertainty does not necessarily come at the expense of a reliance on descriptive attribute information (studies 2 and 5), and that the increased reliance on affect under uncertainty is distinct from a general reliance on heuristic or peripheral cues (study 6). Deputy Director, Lloyd's Register Foundation Institute for the Public Understanding of Risk, NUS, 2020 - current. Moreover, both negative and positive uncertainty increase the influence of affect in decisions (study 4). Ali Faraji-Rad is an assistant professor of Marketing and International Business at Nanyang Business School, Nanyang Technological University, Singapore, and an ACI Fellow at the Institute on. Primed uncertainty is shown to amplify the effects of the pleasantness of a musical soundtrack (study 1), the attractiveness of a picture (study 2), the appeal of affective attributes (studies 3 and 4), incidental mood states (study 6), and even incidental states of disgust (study 5). certainty) consistently increases the effects of a variety of affective inputs on consumers’ judgments and decisions. In accord with this proposition, results from six studies show that the priming of uncertainty (vs. How do states of uncertainty influence the way people make decisions? We advance the proposition that states of uncertainty increase the reliance on affective inputs in judgments and decisions. ' On the Persuasiveness of Similar Others: The Role of Mentalizing and the Feeling of Certainty ,' Journal of Consumer Research, Oxford University Press, vol.
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"Consumer Desire for Control as a Barrier to New Product Adoption." Journal of Consumer Psychology August 2016 (2016): 1-8.Uncertainty is an unavoidable part of human life. View Fatemeh Faraji Rad’s profile on LinkedIn, the world’s largest professional community. This finding offers some evidence for the underlying process and helps guide managerial actions.Īli, Faraji-Rad, Shiri Melumad, and Gita Johar. On the persuasiveness of similar others: The role of mentalizing and the feeling of certainty. Author(s): Larsen Clarck MOUMPALA ZINGOULA, Oussama SSOUNI, Latifa OUALILI, Tarek DENDANE, Rokya FELLAT, Mohammed CHERTI and Amine Ali ZEGGWACH DOI: 10.46998/IJCMCR. Specifically, framing new products as potentially increasing one's sense of control increases acceptance of new products by those high in desire for control (Study 3). We also identify an intervention to increase new product acceptance based on the idea that new products threaten one's sense of control.
This effect holds when desire for control is high as a dispositional trait (Studies 1 and 3) and when it is situationally induced (Study 2). Three experiments provide support for this hypothesis. We hypothesize that desire for control - the need to personally control outcomes in one's life - acts as a barrier to new product acceptance. This research examines the relationship between desire for control and acceptance of new products.