College of Business University of Illinois at Urbana-Champaign
HomeFaculty & ResearchStudentsProspective StudentsAlumniCorporationsAbout the College of BusinessContact Us

Madhubalan Viswanathan
Associate Professor of Business Administration

Educational Background

Ph.D., Business Administration, University of Minnesota,  1990
B. Tech., Mechanical Engineering, Indian Institute of Technology, Madras, 1985

Positions Held

At the University of Illinois since 1990.
Associate Professor,
1998 - present, Assistant Professor, 1990-98.

Recent Publications

Viswanathan, M. Measurement Error and Research Design, Thousand Oaks, CA: Sage, forthcoming.

Viswanathan, M., Rosa, J. A., & Harris, J. Decision-Making and coping by functionally illiterate consumers and some implications for marketing management. Journal of Marketing, forthcoming.

Viswanathan, M., & Viswanathan, M. 2004. Measuring speech quality for text-to-speech systems: Development and assessment of a modified mean opinion score (MOS) scale. Computer, Speech, and Language, forthcoming.

Viswanathan, M., Sudman, S., & Johnson, M. 2004. Maximum versus meaningful discrimination in scale response: Implications for validity of measurement of consumer perceptions about products. Journal of Business Research, 57: 108-124.

Viswanathan, M., & Childers, T. 2003. An enquiry into the process of categorization of pictures and words. Perceptual and Motor Skills, 96: 267-287.

Viswanathan, M., & Hastak, M. 2002. The role of summary information in facilitating consumers' comprehension of nutrition information. Journal of Public Policy and Marketing, 21: 305-318.

Childers, T., & Viswanathan, M. 2000. Representation of numerical and verbal product information in consumer memory. Journal of Business Research, 47: 109-20.

Viswanathan, M., Childers, T., & Moore-Shay, E. 2000. The measurement of intergenerational communications and influence on consumption: Measure development, validation, and cross-cultural comparison. Journal of the Academy of Marketing Science, 28: 406-24.

Honors and Awards

National Science Foundation Grant, 2002-2005. Incomplete List of Teachers Rated as Excellent by their Students, 1993, 1997-2002.

Academic Service

Secretary-Treasurer, Society for Consumer Psychology, 2001-2002.  Editorial Boards: Journal of Consumer Research, 2002-present, Journal of Consumer Psychology, 1999-present, Psychology and Marketing, 1999-present.

Teaching and Research

Teaches courses in marketing research, and research methods. Research focuses on low-literate consumer behavior, and research methodology. Director of the Marketplace Literacy Project ( which aims to improve practices of businesses, policy-makers, and educators in serving the needs of low-literate consumers.

Contact Information:
61 Wohlers Hall
1206 South Sixth Street
Champaign, IL 61820
(217) 333-4550

More Information



Biographical Sketch



Working Papers


Course Syllabi

Course Websites