Prashant Malaviya
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Prashant Malaviya

Pain and Pleasure in Persuasion

When framing messages, don’t forget that emotions rule

Researchers: Miguel Brendl and Prashant Malaviya

January 8, 2014


How Many Reasons Do You Need to Like BMWs?

The role of content vs. retrieval ease

Researchers: Alice M. Tybout, Brian Sternthal, Georgios A. Bakamitsos, Prashant Malaviya and Se-Bum Park

May 1, 2008


Advertising Alignment

Using Consumer Goal Orientation to Determine Advertising Format

Researchers: Brian Sternthal and Prashant Malaviya

May 1, 2007