Concepedia

H. Rao Unnava

HR

34

Publications

4.4K

Citations

28

H-Index

1987

Active since

Affiliations

The Ohio State University(Current)

Fisher College

University of California, Davis

San Jose State University

University at Buffalo, State University of New York

H. Rao Unnava is an author at The Ohio State University specializing in management, marketing, and consumer research.

Top concepts

Publications per year

1987–2020

34

Publications

34

Consumer Response to Negative Publicity: The Moderating Role of Commitment

Rohini Ahluwalia, Robert E. Burnkrant, H. Rao Unnava · Journal of Marketing Research · 2000 · 1K citations

, , +15

Picture-Based Persuasion Processes and the Moderating Role of Involvement

Paul W. Miniard, Sunil Bhatla, Kenneth R. Lord et al. · Journal of Consumer Research · 1991 · 408 citations

The Moderating Role of Commitment on the Spillover Effect of Marketing Communications

Rohini Ahluwalia, H. Rao Unnava, Robert E. Burnkrant · Journal of Marketing Research · 2001 · 386 citations

, , +16

Effects of Self-Referencing on Persuasion

Robert E. Burnkrant, H. Rao Unnava · Journal of Consumer Research · 1995 · 365 citations

An Imagery-Processing View of the Role of Pictures in Print Advertisements

H. Rao Unnava, Robert E. Burnkrant · Journal of Marketing Research · 1991 · 279 citations

, , +24

Rows per page

1–5 of 34