College of Business: University of Illinois at Urbana-Champaign

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Madhu Viswanathan

Professor of Business Administration and
Diane and Steven N. Miller Endowed Professor

All Publications


Articles in Journals

Viswanathan, M. 2012. Curricular Innovations on Sustainability and Subsistence Marketplaces: Philosophical, Substantive and Methodological Orientations. Journal of Management Education, 36: 389-427

Viswanathan, M., Kayande, U. 2012. Common Method Bias, Types of Measurement Error, and Nature of Measures. Journal of Retailing, 88: 556-562

Viswanathan, M., Riemer, H. 2012. Higher Motivation - Greater Control? The Effect of Arousal on Judgement. Cognition and Emotion

Viswanathan, M., Sridharan, S. 2012. Product Development for the BoP: Insights on Concept and Prototype Development from University-Based Student Projects in India. Journal of Product Innovation Management, 29: 52-69

Viswanathan, M., Sridharan, S., Ritchie, R., Venugopal, S. , Jung, K. 2012. Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy. Journal of Public Policy and Marketing, 31: 159-177

Au, E., Chiu, C., Chaturvedi, A., Mallorie, L., Viswanathan, M., Zhang, Z., savani, k. 2011. Maintaining Faith in Agency Under Immutable Constraints: Cognitive Consequences of Believing in Negotiable Fate. International Journal of Psychology, 1-12

Viswanathan, M., Clarke, J., Ali, Y. 2011. Sustainable Product and Market Development for Subsistence Marketplaces: Creating Educational Initiatives in Radically Challenging Contexts. Journal of Product Innovation Management, 28: 558-569

Bello-Bravo, J., Diaz, R., Venugopal, S. , Viswanathan, M., Pittendrigh, B. 2010. Expanding the Impact of Practical Scientific Concepts for Low- Literate Learners through an Inclusive and Participatory Virtual Knowledge Ecosystem. Journal of the World University Forum, 3: 147-164

Viswanathan, M. 2010. Understanding Subsistence Marketplaces: Toward Sustainable Consumption and Commerce for a Better World. Journal of Business Research, 63: 535-537

Viswanathan, M., Ritchie, R., Sridharan, S. 2010. Understanding Consumption and Entrepreneurship in Subsistence Marketplaces. Journal of Business Research, 63: 570-581

Viswanathan, M., Rosa, J., Ruth, J. 2010. Exchanges in Marketing Systems: The Case of Subsistence Consumer Merchants in Chennai, India. Journal of Marketing, 74: 1-18

Viswanathan, M., Torelli, C., Yoon, S., Riemer, H. 2010. An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers. Journal of Consumer Marketing, 27: 524 - 533

Weidner, K., Rosa, J., Viswanathan, M. 2010. Marketing to Subsistence Consumers: Lessons From Practice. Journal of Business Research, 63: 559-569

Chaturvedi, A., Chiu, C., Viswanathan, M. 2009. Bounded Agency and Analytical Thinking amoung Low Literate Indian Women. Journal of Cross-Cultural Psychology, 40: 880-93

Viswanathan, M., Gau, R., Hastak, M. 2009. Enabling Processing of Nutritional Labels Among Low-Literate Consumers. Journal of Public Policy and Marketing, 28: 135-145

Viswanathan, M., Seth, A., Gau, R., Chaturvedi, A. 2009. Internalizing Social Good Into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation. Journal of Macromarketing, 29: 406-425

Viswanathan, M., Sridharan, S. 2009. From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective of the Role of Business in Poverty Alleviation. Ivey Business Journal

Viswanathan, M., Sridharan, S. 2009. Marketplace Literacy: A Key to Unleashing Rural Consumption and Entrepreneurship . Wall Street Journal Online

Viswanathan, M., Sridharan, S., Gau, R., Ritchie, R. 2009. Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing. Journal of Public Policy and Marketing, 28: 85-94

Viswanathan, M., Torelli, C., Gau, R., Xia, L. 2009. Literacy and Consumer Memory. Journal of Consumer Psychology, 19: 389-402

Gau, R., Viswanathan, M. 2008. The Retail Shopping Experience for Low-Literate Consumers. Journal of Research for Consumers

Sridharan, S., Viswanathan, M. 2008. Marketing in Subsistence Marketplaces: Consumption and Entrepreneurship in a South Indian Context. Journal of Consumer Marketing, 25: 455-62

Viswanathan, M., Gajendiran, S., Venkatesan, R. 2008. Understanding and Enabling Marketplace Literacy in Subsistence Contexts: The Development of a Consumer and Entrepreneurial Literacy Educational Program in South India. International Journal of Educational Development, 3: 300-319

Viswanathan, M., Rosa, J., Ruth, J. 2008. Emerging Lessons - For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible. Wall Street Journal Online

Viswanathan, M., Gau, R. 2005. Functional Illiteracy and Nutritional Education in the United States: A Research-Based Approach to the Development of Nutritional Education Materials for Functionally Illiterate Consumers. Journal of Macromarketing, 25: 187-201

Viswanathan, M., Rosa, J., Harris, J. 2005. Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management. Journal of Marketing, 69: 15-31

Viswanathan, M., Viswanathan, M. 2005. Measuring Speech Quality for Text-To-Speech Systems: Development and Assessment of a Modified Mean Opinion Score (MOS) Scale. Computer, Speech & Language, 55-83

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 & Motor Skills, 96: 267-287

Viswanathan, M., Hastak, M. 2002. Role of Summary Information in Facilitating the Comprehension of Nutrition Information by Consumers. Journal of Public Policy and Marketing

Childers, T., Viswanathan, M. 2000. Representation of Numerical and Verbal Product Information in Consumer Memory. Journal of Business Research, 47: 109-120

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: 406-424

Viswanathan, M., Childers, T. 1999. Understanding How Product Atrributes Influence Product Categorization: Development and Validation of Fuzzy Set Based Measures of Gradedness in Produc. Journal of Marketing Research, 36: 75-94

Viswanathan, M., Johnson, M., Sudman, S. 1999. Understanding Consumer Usage of Product Magnitudes through Sorting Tasks. Psychology & Marketing, 16: 643-657

Chhajed, D. , Viswanathan, M. 1997. The Importance of Leadtime: A Study of Steel Products. Purchasing Magazine

Viswanathan, M. 1997. Individual Differences in Need for Precision. Personality And Social Psychology Bulletin, 23: 717-735

Viswanathan, M., Bergen, M., Dutta, S., Childers, T. 1996. Does a Single Response Category in a Scale Completely Capture a Response? Psychology & Marketing, 13: 457-479

Viswanathan, M., Childers, T. 1996. Processing of Numerical and Verbal Product Information. Journal of Consumer Psychology, 5: 359-385

Viswanathan, M. 1994. The Influence of Summary Information on the Usage of Nutrition Information. Journal of Public Policy and Marketing, 13: 48-60

Viswanathan, M. 1994. On the Test-Retest Reliability of the Preference for Numerical Information Scale. Psychological Reports, 75: 285-286

Viswanathan, M., Narayanan, S. 1994. Comparative Judgments of Numerical and Verbal Attribute Labels. Journal of Consumer Psychology, 3: 79-101

Viswanathan, M. 1993. Measurement of Individual Differences in Preference for Numerical Information. Journal of Applied Psychology, 78: 741-752

Viswanathan, M., Narayanan, S. 1992. Processing Numerical versus Verbal Attribute Information: A Study Using Information Acquisition Patterns. Marketing Letters, 3: 201-208

Viswanathan, M., Olson, E. 1992. The Implementation of Business Strategies: Implications for the Sales Function. Journal of Personal Selling & Sales Management, 12: 45-57

Cardozo, R., Smith, D., Viswanathan, M. 1988. Indentifying Key Customers for Novel Industrial Products. Journal of Product Innovation Management, 5: 102-113

Books

Viswanathan, M. 2013. Subsistence Marketplaces. eBookpartnership and eText.

Tucker, E., Walford, G., Viswanathan, M. 2010. The Sage Handbook of Measurement. London: Sage Publications.

Viswanathan, M., Gajendiran, S., Venkatesan, R. 2008. Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces. Dordrecht: Springer.

Rosa, J., Viswanathan, M. 2007. Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers, Advances in International Management Series. London: Elsevier.

Viswanathan, M. 2005. Measurement Error and Research Design, 456. Thousand Oaks, CA: Sage Publications.

Krishnan, R., Viswanathan, M. 2001. E-merging Theories in Marketing: Learning from the Past – Looking to the Future,” Proceedings of the American Marketing Association Winter Marketing Educators’ Conference, Scottsdale, Arizona. American Marketing Association.

Viswanathan, M., Compeau, L., Hastak, M. 1999. Proceedings of the Society for Consumer Psychology Winter Conference, St. Petersburg, Florida

Chapters in Books

Viswanathan, M. 2011. Conducting Transformative Consumer Research Lessons Learned in Moving From Basic Research to Transformative Impact in Subsistence Marketplaces. In David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie Ozanne (Ed.), Transformative Consumer Research for Personal and Collective Well-Being. New York: Taylor and Francis.

Viswanathan, M. 2011. Consumer Behavior Across Literacy and Resource Barriers. In Richard Bagozzi and Ayalla A. Ruvio, Volume Editors, Jagdish N. Sheth and Naresh K. Malhotra, Editors in Chief, (Ed.), Wiley International Encyclopedia of Marketing, Volume 3 – Consumer Behavior, 44-54. New York: Wiley Publishing.

Viswanathan, M. 2010. Understanding Measurement Error. In Handbook of Measurement. London: Sage Publications.

Viswanathan, M. 2010. A Micro-Level Approach to Understanding BoP Markets. In Stuart Hart and Ted London (Ed.), Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value. FT Press.

Tucker, E., Viswanathan, M., Walford, G. 2008. Introduction: How Social Scientists Generate, Modify, and Validate Indicators and Scales. In Eric Tucker, Madhubalan Viswanathan, Geoffrey Walford (Ed.), Handbook of Measurement. London: Sage Publications.

Viswanathan, M. 2008. Measurement Error in Experimental Designs in Consumer Psychology. In Handbook of Consumer Psychology, Haugtvedt, Herr, and Kardes eds., 1133-1159. Mahwah, NJ: Lawrence Erlbaum & Associates.

Viswanathan, M., Gau, R., Chaturvedi, A. 2008. Research Methods for Subsistence Marketplaces. In Sustainability Challenges and Solutions at the Base-of-the-Pyramid: Business, Technology and the Poor. Sheffield: Greenfield Publishing.

Viswanathan, M., Ritchie, R., Sridharan, S. 2008. Marketing in Subsistence Marketplaces. In Charles Wankel, Palgrave Macmillian (Ed.), Alleviating Poverty Through Business Strategy, 209-231. Hampshire, U.K.: Palgrave Macmillan.

Viswanathan, M. 2007. Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India. In Jose Rosa and Madhu Viswanathan (Ed.), Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers. London: Elsevier.

Viswanathan, M., Rosa, J. 2007. Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers. In Jose Rosa and Madhu Viswanathan (Ed.), Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy, Advances in International Management Series, 1-17. London: Elsevier.

Viswanathan, M., Rosa, J. 2005. The Scholarship of Richard Bagozzi. In Abbie Griffin and Cele Otnes (Ed.), 16th Paul D. Converse Symposium. Chicago, IL: American Marketing Association Publications.

Proceedings

Jung, K. , Shavitt, S. , Viswanathan, M. Forthcoming. Are hurricanes with feminine names deadlier than hurricanes with masculine names?, Advances in Consumer Psychology. Washington, DC: society for consumer psychology.

Viswanathan, M., Seth, A., Gau, R., Chaturvedi, A. 2007. Doing Well by Doing Good: Commercial Success Through Social Good in Subsistence Markets, Academy of Management National Meeting

Viswanathan, M., Viswanathan, M. 2002. Comparison of Measures of Speech Quality for Listening Tests of Text-to-Speech Systems, IEEE Synthesis Workshop

Ritson, M., Viswanathan, M. 1999. Special Session Summary: Literacy and Consumption, Advances in Consumer Research, 26: 25

Viswanathan, M. 1998. Do You Remember How Much It Costs? Perspectives on Encoding and Memory for Price Information, Asia-Pacific Advances in Consumer Research, 3: 30-31. Provo, UT: Association for Consumer Research.

Viswanathan, M., Childers, T. 1997. '5' Calories or 'Low' Calories? What Do We Know about Using Numbers or Words to Describe Products and Where Do We Go from Here?, Advances in Consumer Research, 24: 412-418. Provo, UT: Association for Consumer Research.

Viswanathan, M. 1996. A Comparison of the Usage of Numerical versus Verbal Nutrition Information by Consumers, Advances in Consumer Research, 6: 277-281. Provo, UT: Association for Consumer Research.

Viswanathan, M., Childers, T. 1995. Using the Comparative Judgment Task in Consumer Research: An Illustrative Study, Advances in Consumer Research, 22: 65-70. Provo, UT: Association for Consumer Research.

Viswanathan, M., Childers, T., Nagaraj, S. 1995. Using Magnitude Estimation Scaling in Marketing Research: An Application to Understand How Consumers Think about Product Attributes, Winter Educators' Conference, 6: 483-489. American Marketing Association.

Viswanathan, M. 1994. Summary of the Special Session '5' Calories or 'Low' Calories: How Consumers use Numerical and Verbal Product Information, Advances in Consumer Research, 21: 397-398. Provo, UT: Association for Consumer Research.

Dutta, S., Bergen, M., Viswanathan, M., Childers, T. 1993. Categorization: A Fuzzy Set Theoretic Conceptualization, Winter Educators' Conference, 4: 78-82. American Marketing Association.

Viswanathan, M., Childers, T., Bottum, P. 1989. The Categorization of Pictures and Words: An Enquiry into the Process, Haring Doctoral Consortium, 49-72

Working Papers

Jung, K. , Shavitt, S. , Viswanathan, M., Hilbe, J. 2014. Are female-named hurricanes deadlier than male-named hurricanes? Proceedings of the National Academy of Sciences

Jung, K. , Viswanathan, M. 2013. Temporal Binding Tendency (TBT) vs. Temporal Separation Tendency (TST) and Their Effects on Consistency Over Time

Jung, K. , Viswanathan, M., Chiu, C. 2013. Three Pathways to Income Gain in Low-Income Communities in India: The Role of Education, Cultural Values and Lay Beliefs

Jung, K. , Viswanathan, M., Wyer, R. 2013. Effects of Gender and Power on Choices for Selves and Others: Gender-Matching Perspective

Jung, K. , Viswanathan, M., Wyer, R., Albarracin, D. 2013. Effects of Timing of Purchase and Perceived Proximity of Climate Change on Green Product Purchase

Venugopal, S. , Viswanathan, M. 2013. Poverty and Consumer Behavior: Research Review, Prospects and Call for Action

Venugopal, S. , Viswanathan, M. 2013. Organizational Legitimacy in Subsistence Marketplaces

Venugopal, S. , Viswanathan, M. 2013. Enterprise Ecosystems in Subsistence Marketplaces

Venugopal, S. , Viswanathan, M., Jung, K. 2013. Effects of Chronic Poverty, Transient Poverty and Social Support on Entrepreneur Intentions and Financial Product Purchase

Venugopal, S. , Viswanathan, M., Jung, K. 2013. Survival Entrepreneurship: The Nexus between Social-Structural Factors in Poverty and Entrepreneurship

Minefee, I. , Viswanathan, M., Venugopal, S. 2013. Shakti Rising: Symbolic Role Models and Empowerment in the Informal Economy

Mehta, R. , Viswanathan, M., Venugopal, S. 2013. Creativity in Contexts of Poverty

Gau, R., Viswanathan, M. 2013. Impact of Concrete Versus Abstract Thinking Styles and Product Information Characteristics on Consumer Judgments

Viswanathan, M., Jung, K. , Venugopal, S. , Minefee, I. 2013. Effects of Marketplace Literacy Education on Self-Efficacy, Response Efficacy and Construal Levels of Low-Income and Low-Literate Consumers

Viswanathan, M., Kayande, U., Bagozzi, R., Cheng, Y., Reithmuller, S. 2013. Effects of Methodological Factors on Measurement Error

Riemer, H., Viswanathan, M. 2009. Controlling the Influence of Affect on Judgment: The Role of Motivation in Memory - Versus Stimulus-Based Judgments

Viswanathan, M., Chaturvedi, A., Chiu, C. 2009. Understanding Perceived Value in Subsistence Marketplaces

Viswanathan, M., Torelli, C., Lalwani, A. 2009. Literacy and Categorization

Presentations

Viswanathan, M. 2013. Using Bottom-Up Understanding to Design Solutions for Subsistence, Safe Global Water and Sanitation Summit, Arusha.

Viswanathan, M. 2013. Educational Innovations at the Intersection of Subsistence and Sustainability, Monash University, Melbourne.

Viswanathan, M. 2013. From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Research, Monash University, Melbourne.

Viswanathan, M. 2013. Educational Innovations at the Intersection of Subsistence and Sustainability: An Interactive and Immersive Workshop, Monash University, Melbourne.

Viswanathan, M. 2013. Educational Innovations at the Intersection of Subsistence and Sustainability, University of Illinois at Urbana-Champaign, Ubrbana-Champaign.

Viswanathan, M. 2013. From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives, Consumer Sciences Initiative, Ubrbana-Champaign.

Viswanathan, M. 2013. From Subsistence Marketplaces to Sustainable Marketplaces? Lessons for My Professional Development, University of Illinois at Urbana-Champaign, Ubrbana-Champaign.

Viswanathan, M. 2012. From Subsistence Marketplaces To Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives, Workshop, Ivey PhD Sustainability Academy, October, Urbana.

Viswanathan, M. 2012. Education Innovations at the Intersection of Subsistence and Sustainability, Conference - Globalizing Education in the 21st Century: The Bologna Reform and Beyond, Urbana.

Viswanathan, M. 2012. Bottom-Up Professional Responsibility Education in Subsistence and Sustainability, Partners in Business Ethics Conference, Chicago.

Viswanathan, M. 2012. From Subsistence Marketplaces to Emerging Markets, Presentation at the American Marketing Association Summer Educators’ Conference Preconference Workshop on Emerging Markets, Chicago.

Viswanathan, M. 2012. Effects of Temporal, Social, and Spatial Distance of Environmental Problems on Subsistence Marketplaces, Subsistence Marketplaces Conference: From Micro-level Insights to Macro-Level Impact, Chicago.

Viswanathan, M. 2012. Bottom-Up Innovation For and From Subsistence Marketplaces, International Conference Of Globalization and Innovation in China, Changsha.

Viswanathan, M. 2012. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Pollay Prize Lecture, University of Western Ontario, Vancouver.

Viswanathan, M. 2012. Orientation for International Immersion Experience, MBA GCP, Urbana.

Viswanathan, M. 2012. Orientation for International Immersion Experience, Supply Chain Management Program, Urbana.

Viswanathan, M. 2012. Global Business Horizons, Guest Lecture in International Business Class, Urbana.

Viswanathan, M. 2012. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, MBA Recruiting, Urbana.

Viswanathan, M. 2012. Understanding Subsistence Marketplaces: Bottom-Up Insights for Food Security and Public Health, Food Security and Health in East Asia Symposium, Urbana.

Viswanathan, M. 2012. Bottom-Up Innovation For and From Subsistence Marketplaces, Engineers Without Borders, Urbana.

Viswanathan, M. 2012. Global Business Horizons, LEAD (Leadership, Education, and Development) Summer Business Institute, Urbana.

Viswanathan, M. 2012. Bottom-Up Innovation for Farmers in Subsistence Marketplaces, Presentation for Growmark Board of Directors Campus Visit, Urbana.

Viswanathan, M. 2012. Envisioning New Horizons and Addressing Global Challenges Through Business, Certificate in Business for Non-Business Majors, Urbana.

Viswanathan, M. 2012. From Subsistence Marketplaces to Emerging Markets, The Presence of "America" in India: Where and How Does "America" Appear and What Are The Effects, Urbana.

Viswanathan, M. 2012. Human Rights and Justice in Education on Subsistence Marketplaces, Guest Lecture in Online Education Class, Urbana.

Viswanathan, M. 2012. Summary of Work, Campus Insights Presentation to Board of Trustees, March.

Viswanathan, M. 2012. A Bottom-Up Approach To Understanding Subsistence Marketplaces, College of ACES Seminar, Urbana.

Viswanathan, M. 2012. Global Business Horizons, Research Apprentice Program for High School Students, Urbana.

Viswanathan, M. 2011. Using International Engagement to Broaden the Academic Enterprise: Integrating International Management Research, Teaching, and Social Initiatives Or International Engagement In (or Inspired By) Sub, Academy of Management Annual Meeting, San Antonio.

Viswanathan, M. 2011. Entrepreneurship In Or Inspired By Subsistence Marketplaces Or Being Entrepreneurial Through the Academic Endeavor, Carey Darden Retreat: Darden Entrepreneurship and Innovation Research Conferenc, Charlottsville.

Viswanathan, M. 2011. From Subsistence Marketplaces to Sustainable Marketplaces? The Role of Marketing, American Marketing Association Winter Conference, Austin.

Viswanathan, M. 2011. A Bottom-Up Approach To Understanding Subsistence Marketplaces, New York University, New York.

Viswanathan, M. 2011. From Subsistence Marketplaces to Sustainable Marketplaces: Challenges and Opportunities for Businesses, US-India Chamber of Commerce Midwest, Chicago.

Viswanathan, M. 2011. The Subsistence Marketplaces Initiative, John Deere, Moline.

Viswanathan, M. 2011. From Subsistence Marketplaces to Sustainable Marketplaces? Food for Economic Thought, Conference of the Association of Indian Economic and Financial Studies (AIEFS), Kenosha.

Viswanathan, M. 2011. Entrepreneurship In Or Inspired By Subsistence Marketplaces Or Being Entrepreneurial Through the Academic Endeavor, Virginia Commonwealth University, Richmond.

Viswanathan, M. 2011. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Iowa State University, Ames.

Viswanathan, M. 2011. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Pre-Innovation Summit Workshop, Urbana.

Viswanathan, M. 2011. Sociocultural Issues in Subsistence, Pre-Innovation Summit Workshop, Urbana.

Viswanathan, M. 2011. Addressing Global Challenges At the Intersection of Subsistence and Sustainability Through Interdisciplinary Education and Research, Pre-Innovation Summit Workshop, Urbana.

Viswanathan, M. 2011. Bridging Humanities and Business Learning, Pre-Innovation Summit Workshop, Urbana.

Viswanathan, M. 2011. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Illinois National Guard, Urbana.

Viswanathan, M. 2011. Envisioning New Horizons and Addressing Global Challenges Through Business , Warsaw-Illinois Executive MBA, Champaign.

Viswanathan, M. 2011. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Engineers Without Borders, Urbana.

Viswanathan, M. 2011. Learning From and Designing Solutions For Subsistence Marketplaces, Department of Agricultural and Biological Engineering, Urbana.

Viswanathan, M. 2011. Exploring Global Business Horizons in the Illinois EMBA, EMBA Event, Chicago.

Viswanathan, M. 2011. Exploring Global Business Horizons in the Illinois EMBA, EMBA Event, Chicago.

Viswanathan, M. 2011. Sustainable Businesses for Subsistence Marketplaces Workshop, LEAD (Leadership, Education, and Development) Summer Business Institute, Champaign.

Viswanathan, M. 2011. Sustainable Businesses for Subsistence Marketplaces Workshop, Business Plan Program for High School Students, Champaign.

Viswanathan, M. 2011. A Micro-Level Approach To Understanding Emerging Markets, Entrepreneurship For Engineers Class, Urbana.

Viswanathan, M. 2011. Educational Innovations At the Intersection of Subsistence and Sustainability, Sustainability Education Curriculum Workshop, Urbana.

Viswanathan, M. 2011. Consumers and Entrepreneurs in Subsistence Marketplaces, Annual Forum of the African Student Organization, Urbana.

Viswanathan, M. 2011. A Bottom-Up Approach To Understanding Subsistence Marketplaces, College of ACES Seminar, Urbana.

Viswanathan, M. 2011. Social Entrepreneurship Workshop, Certificate in Business for Non-Business Majors, Champaign.

Viswanathan, M. 2011. Envisioning New Horizons and Addressing Global Challenges Through Business, Certificate in Business for Non-Business Majors, Champaign.

Jung, K. , Viswanathan, M. 2010. Psychological Distances and Sustainability: From Resource-Rich to Subsistence Marketplaces, Carlson on Sustainability, Minneapolis.

Venugopal, S. , Viswanathan, M. 2010. Engagement With Emergent Entrepreneurship In Subsistence Marketplaces: Insights From An Educational Enterprise in South India , 4th Great Lakes NASMEI Marketing Conference, Near Chennai.

Viswanathan, M. 2010. Poverty Alleviation Through Marketplace Literacy, India Development Coalition of America International Conference, Terre Haute.

Viswanathan, M. 2010. A Bottom-Up Approach To Understanding Subsistence Marketplaces, University of Notre Dame, South Bend.

Viswanathan, M. 2010. Understanding Subsistence Consumer Merchants, Universidad de los Andes, Bogota.

Viswanathan, M. 2010. A Bottom-Up Approach to Learning From and Designing Solutions For Subsistence Marketplaces (or the Base of the Pyramid), Universidad de los Andes, Bogota.

Viswanathan, M. 2010. From Identifying Needs in Poverty to Designing Educational Solutions for Large-Scale Impact: Lessons Learned From the Marketplace Literacy Project, Universidad de los Andes, Bogota.

Viswanathan, M. 2010. Envisioning Management Education For A Better World: Educational Innovations On Subsistence and Sustainability, Universidad de los Andes, Bogota.

Viswanathan, M. 2010. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Indian Institute of Management, Calcutta, Calcutta.

Viswanathan, M. 2010. Designing Solutions for Subsistence Marketplaces, Indian Institute of Management, Calcutta, Calcutta.

Viswanathan, M. 2010. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Roosevelt University, Chicago.

Viswanathan, M. 2010. Designing Solutions for Subsistence Marketplaces,” Net Impact, Roosevelt University, Chicago.

Viswanathan, M. 2010. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Illinois National Guard, Springfield.

Viswanathan, M. 2010. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, MBA Recruiting, Champaign.

Viswanathan, M. 2010. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, MBA Recruiting, Champaign.

Viswanathan, M. 2010. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Entrepreneurs Without Borders, Champaign.

Viswanathan, M. 2010. Strengthening Microfinancing Initiatives Through Marketplace Literacy, Microfinancing Club, Champaign.

Viswanathan, M. 2010. Pushing the Boundaries of Business Education: Envisioning a Better World and the Challenges in Getting There, Business Teaching and Learning Series, College of Business, Champaign.

Viswanathan, M. 2010. Addressing Sustainability From An Economic Perspective: Educational Initiatives at the Intersection of Subsistence and Sustainability, Sustainability Education Curriculum Workshop, Champaign.

Viswanathan, M. 2010. Empowering Women In Subsistence Marketplaces Through Marketplace Literacy: Challenges and Opportunities, Women and Gender in Global Perspective Seminar Series, Champaign.

Viswanathan, M. 2010. Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century, LEAD (Leadership, Education, and Development) Summer Business Institute, Champaign.

Viswanathan, M. 2010. From Subsistence Marketplaces to Sustainable Marketplaces, Prisms of Globalization Lecture Series, Center for Global Studies, Urbana.

Viswanathan, M. 2010. From Subsistence Marketplaces to Sustainable Marketplaces: Understanding the Challenges of Global Sustainability, Prisms of Globalization Lecture Series, Center for Global Studies, Urbana.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, Marketing Pro-seminar, Michigan State University, East Lansing.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, Guest Lecture, Michigan State University, East Lansing.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, Guest Lecture, Columbia University.

Viswanathan, M. 2009. Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace and Literacy Project, Marketing and Public Policy Conference, Villanoca School of Business, Philadelphia.

Viswanathan, M. 2009. Incorporating Subsistence and Sustainability Into the Educational Curriculum: Envisioning a Better World Through Integrative, International, and Interdisciplinary Learning Experiences, Annual Faculty Retreat, University of Illinois.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Marketing and Management, Executive MBA Program, University of Illinois.

Viswanathan, M. 2009. Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project, Guest Lecture, Social Entrepreneurship Course.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Lessons Learned From Synergies Between Research, Teaching, and Social Initiatives, Guest Lecture, Champaign.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Opportunities and Challenges for Information Technology Across Resource and Literacy Barriers, Coordinated Science Laboratory, Urbana.

Viswanathan, M. 2009. Our Journey to Subsistence and Sustainability: Research, Teaching and Social Initiatives at the College of Business, Dean's Business Council, Chicago.

Viswanathan, M. 2009. Understanding Low-Literate, Low-Income Buyer, Seller, and Subsistence Marketplace Behavior: Challenges for Psychology Across Literacy and Resource Barriers, Psychology Seminar, University of Illinois.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Academic Entrepreneurship Through Synergies Between Research, Teaching, and Social Initiatives, Guest Lecture, Champaign.

Viswanathan, M. 2009. Envisioning Management Education For A Better World: Curriculum Innovations On Sustainable Business Solutions For Subsistence Marketplaces, Global Forum – Business as an Agent of World Benefit: Manage By Designing in an Era of Massive Innovation, Cleveland.

Viswanathan, M. 2009. Envisioning Marketing and Management Education For A Better World: Educational Innovations On Sustainable Business Solutions For Subsistence Marketplaces, American Marketing Association, Chicago.

Viswanathan, M. 2009. Understanding Sustainability from the Perspective of Subsistence Consumers and Entrepreneurs, American Marketing Association, Chicago.

Viswanathan, M. 2009. Envisioning Management Education For A Better World: Educational Innovations On Sustainable Business Solutions For Subsistence Marketplaces, Academy of Management - Montreal 2010; Count Data Paper, Chicago.

Viswanathan, M. 2009. Enabling Subsistence Marketplaces to Become Sustainable Marketplaces: Management Education for the 21st Century, Academy of Management - Montreal 2010; Count Data Paper, Chicago.

Viswanathan, M. 2009. Company, Community, and Beyond (Or Me, Us, and Beyond): A Sustainable Market(ing) Orientation for Stakeholders of the 21st Century?, Web Conference on Stakeholder Marketing, Aspen Institute, New York.

Viswanathan, M. 2009. Synergies Between Research, Teaching and Social Initatives at the Base of the Pyramid: Where have We Been And Where Do We Go From Here?, Base of the Pyramid Conference, Ann Arbor.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Across Literacy and Resource Barriers, Tulane University, New Orleans.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Across Literacy and Resource Barriers, INSEAD, Paris.

Viswanathan, M. 2009. Moving Beyond Business As Usual: Sustainable Supply Chains for the 21st Century?, Supply Chain Management Program, Champaign.

Viswanathan, M. 2009. Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century, LEAD (Leadership, Education, and Development) Summer Business Institute, Champaign.

Viswanathan, M. 2009. Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project, Social Entrepreneurship Summer Institute, Champaign.

Viswanathan, M. 2009. Community-Based Learning in Subsistence Marketplaces, Academy for Entrepreneurial Leadership, Champaign.

Viswanathan, M. 2009. Moving Beyond Business As Usual: Sustainable Business Practice for the 21st Century, Earth Week, Champaign.

Viswanathan, M. 2009. Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project, Social Entrepreneurship Course , Champaign.

Viswanathan, M. 2009. Synergies Between Research, Teaching and Social Initatives at the Base of the Pyramid: Where have We Been And Where Do We Go From Here?, Base of the Pyramid Conference, Ann Arbor.

Viswanathan, M. 2009. Design for the BOP: Context, Method, and Solutions, Base of the Pyramid Conference, Ann Arbor.

Viswanathan, M. 2009. Understanding Stigma and Coping Strategies across Resource and Literacy Barriers: A Cross-Cultural Comparison, Association for Consumer Research Annual Conference, Pittsburgh.

Viswanathan, M. 2009. Well-Being at the Intersection of Subsistence and Sustainability, Association for Consumer Research Annual Conference, Pittsburgh.

Viswanathan, M. 2009. A Bottom-Up Approach To Understanding Subsistence Marketplaces, Foundation for Advanced Studies on International Development/Ministry of Foreign Affairs International Symposium, Tokyo.

Viswanathan, M. 2009. A Bottom-Up Approach To Designing ICT Applications For Subsistence Marketplaces, International Conference on Millennium Development Goals: Role of ICT and Other Appropriate Technologies , Kavaraipettai.

Viswanathan, M. 2009. Community-Based Learning in Subsistence Marketplaces, Academy for Entrepreneurial Leadership, Champaign.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, MBA Recruiting, Champaign.

Viswanathan, M. 2009. Moving Beyond Business As Usual: Sustainable Business Enterprises for the 21st Century?, Warsaw-Illinois Executive MBA, Champaign.

Viswanathan, M. 2009. Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy Project, Philanthrophic Innovations Forum, Champaign.

Viswanathan, M. 2009. Strengthening Microfinancing Initiatives Through Marketplace Literacy, Student Microfinancing Conference, Champaign.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, Local Intelligence Symposium, Urbana.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social Initiatives, Global Brigade Student Organization, Champaign.

Viswanathan, M., Sridharan, S. 2009. Socially-Embedded Marketplace Literacy in Subsistence Contexts, Asia Pacific Conference of the Association for Consumer Research, Hyderabad.

Viswanathan, M. 2008. From Subsistence Marketplaces to Sustainable Marketplaces? Lessons Learned From Synergies Between Research, Teaching, and Social Initiatives, Ecologies of Consumption: Markets, Sustainability, and Consumer Culture, Champaign.

Viswanathan, M. 2008. Listening to the Voice of the Customer in Subsistence Marketplaces or the Base of the Pyramid, 11th Annual Voice of the Customer Conference - User Experience Design & Innovation, Newport Beach.

Viswanathan, M. 2008. From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Base of the Pyramid Research and Practice, Academy of Management - Montreal 2010; Count Data Paper, Anaheim.

Viswanathan, M. 2008. From Subsistence Marketplaces to Sustainable Marketplaces? Implications for Marketing and Society, American Marketing Association, San Diego.

Viswanathan, M., Gau, R. 2008. Consumer Welfare Consideration Across Literacy and Resource Barriers, Association for Consumer Research Annual Conference, San Francisco.

Viswanathan, M., Ritchie, R., Sridharan, S. 2008. The Psychology of Subsistence Consumers: Insights From South India, Society for Consumer Psychology, New Orleans.

Seth, A., Viswanathan, M., Chaturvedi, A., Gau, R. 2007. Doing Well by Doing Good: Commercial Success Through Social Good in Subsistence Markets, Academy of Management Annual Meeting, Philadelphia.

Viswanathan, M. 2007. e-Education in Subsistence Marketplaces? A Work-In- Progress Study of the Marketplace Literacy Project, Microsoft Research , Seminar in Management, Bangalore.

Viswanathan, M. 2007. Lessons Learnt From My Attempts At Research, Educational, and Social Initiatives, Faculty Development Program, SRM College , Seminar in Management, Chennai.

Viswanathan, M. 2007. Understanding Materialism in Subsistence Marketplaces, Midwestern Materialism Conference, University of Illinois.

Viswanathan, M. 2007. Understanding Social Enterprises in India: Lessons Learned From The Marketplace Literacy Project, ASHA, University of Illinois.

Viswanathan, M. 2007. Product and Market Development for Subsistence Marketplaces, Academy for Entrepreneurial Leadership Lunchbox Lecture Series, Universityof Illinois.

Viswanathan, M. 2007. Engineering Solutions For Sustainable Development: From Subsistence Marketplaces to Sustainable Marketplaces, Engineers Without Borders, University of Illinois.

Viswanathan, M. 2007. Product and Market Development for Subsistence Marketplaces, Business International Programs Integrating International Travel into Courses Workshop, Urbana.

Viswanathan, M. 2007. Synergizing Research, Teaching, and Social Initiatives on Subsistence Marketplaces, International Conference on Global Entrepreneurship, Chennai.

Viswanathan, M. 2007. Product Development for the "Base of the Pyramid": From Subsistence Marketplaces to Sustainable Marketplaces?, Product Development and Management Association India Conference, Bangalore.

Viswanathan, M. 2007. Empowering Enterprising People in Subsistence Marketplaces, Worldwide Universities Network Entrepreneurship and Global Impact Conference, Leeds.

Viswanathan, M. 2007. Synergizing Research, Teaching, and Social Initiatives on Subsistence Marketplaces, Worldwide Universities Network Entrepreneurship and Global Impact Conference, Chicago.

Viswanathan, M. 2007. Sustainability Issues in Subsistence Marketplaces, Greening of Industry Network Sustainable Ecosystem and Social Stewardship Conference, Waterloo.

Viswanathan, M. 2007. Understanding Subsistence Marketplaces: Implications for Marketing and Society, Joint International Society for Marketing and Development and Macromarketing Conference, Washington.

Viswanathan, M. 2007. Understanding Subsistence Buyers, Sellers, and Marketplaces: A Case Study of South India, Public Policy and Marketing Conference, Washington.

Viswanathan, M., Chaturvedi, A. 2007. Understanding Perceived Value in Subsistence Marketplaces, Pricing Camp, Monticello.

Viswanathan, M., Chaturvedi, A., Chiu, C., Sridharan, S. 2007. Understanding Perceived Value in Subsistence Marketplaces, Great Lakes - NASMEI International Marketing Conference on Creating, Communicating, and Delivering Value in Growing Markets, Chennai.

Viswanathan, M., Ritchie, R., Sridharan, S. 2007. From Transformative Consumer Research to Practice: A Case Study of the Marketplace Literacy Project, Transformative Consumer Research Conference, Dartmouth.

Torelli, C., Viswanathan, M., Lalwani, A. 2006. Relationship between Literacy and Cognitive Characteristics Relating to Categorization , Society for Consumer Psychology, Miami-Mexico Cruise.

Torelli, C., Viswanathan, M., Xia, L. 2006. Literacy and Consumer Memory , Society for Consumer Psychology, Miami-Mexico Cruise.

Viswanathan, M. 2006. Product and Market Development for Subsistence Marketplaces, International Conference on Innovation and New Product Development , International Product Development Conference, Chennai.

Viswanathan, M. 2006. Consumption and Entrepreneurship Beyond Literacy and Resource Barriers: Understanding Subsistence Marketplaces,” Paper presented at the Institute for Financial Management and Research , Seminar in Management, Chennai.

Viswanathan, M. 2006. Traversing Pathways from Research to Social Entrepreneurship: The Marketplace Literacy Project , University of Illinois, Champaign.

Viswanathan, M. 2006. Enabling Consumer and Entrepreneurial Literacy in Subsistence Contexts, Business as an Agent of World Benefit: Management Knowledge Leading Positive Change, Cleveland.

Viswanathan, M. 2006. Product and Market Development for Subsistence Marketplaces, International Conference on Innovation and New Product Development, Kavaraipettai.

Viswanathan, M., Chaturvedi, A., Gau, R. 2006. Understanding Low Literate Consumers: Implications for Corporate Social Responsibility, Society for Consumer Psychology, Miami-Mexico Cruise.

Viswanathan, M., Torelli, C., Lalwani, A., Xia, L. 2006. Understanding Cognitive Predilections, Memory, and Decision-Making of Low-Literate Consumers, Paper presented at the Marketing Seminar Series , University of Illinois, Champaign.

Viswanathan, M. 2005. Understanding Low-Literate, Low Income Buyer and Seller Behavior in a Developing Economy Context , Advertising and Consumer Psychology, Washington, DC.

Viswanathan, M. 2005. Applying Research on Low-Literate Buyers and Sellers for the Development of Nutrition Education and Consumer Literacy Programs, presented to the U of I Extension Consumer and Family Economics Team , University of Illinois, Champaign.

Viswanathan, M. 2005. Consumer Behavior Research, LEAD Summer Business Institute, (Leadership, Education, and Development).

Viswanathan, M., Chaturvedi, A. 2005. Price and the Low-Literate Consumer: New Perspectives and Directio, Pricing Strategy, Monticello.

Viswanathan, M., Chaturvedi, A., Sarangee, K. 2005. A Cross- Cultural Perspective on Marketing Research and New Product Design for the Low-Literate: Where Engineering and Marketing Meet the Bottom of the Pyramid, International Product Development Conference, Chennai.

Viswanathan, M., Torelli, C., Yoon, K., Riemer, H., Qiu, T. 2005. An Exploration of Decision Making and Coping Strategies of English As Second Language Consumers, La Londe Conference on Communications and Consumer Behavior , Advertising and Consumer Psychology, La Londe.

Viswanathan, M., Rosa, J. 2004. The Scholarship of Richard Bagozzi, Paper presented at the Converse Symposium, University of Illinois, Monticello.

Chandrashekaran, R., Viswanathan, M., Monroe, K. 2003. Effects of Order and Size Incongruence in Comparative Price Advertisements , Pricing Strategy, Monticello.

Riemer, H., Viswanathan, M., Yoon, K. 2003. Effects of Functional Literacy and Language Ability on Consumer Behavior: The Ethiopian Immigrant Case , Marketing Camp, Tel Aviv.

Viswanathan, M. 2003. Substantive and Methodological Issues in Interdisciplinary Research: My Experiences, Paper presented at the Conference on Conceptualizing Global Security Issues for International Business, Center fo, University of Illinois at Chicago, Chicago.

Viswanathan, M., Qiu, T., Riemer, H., Yoon, K. 2003. Understanding English as Second Language (ESL) Consumers: A Qualitative Study, Advertising and Consumer Psychology, Seoul.

Viswanathan, M., Rosa, J. 2003. Towards Understanding Functionally Illiterate Consumers, Ohio State University, Columbus.

Viswanathan, M. 2002. Toward Understanding Functionally Illiterate Consumers, Paper presented at the Marketing Seminar Series , University of Illinois, Champaign.

Viswanathan, M. 2002. The Illiterate Consumer in the Global Marketplace, Paper presented at the Marketing Seminar Series , University of Illinois, Champaign.

Viswanathan, M. 2002. The Illiterate Consumer in the Global Marketplace, Paper presented at the Center for International BusinessEducation and Research Advisory Council Meeting, University of Illinois, Champaign.

Viswanathan, M. 2000. Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing, Nanyang Technological University, Singapore.

Viswanathan, M. 2000. Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing, National University of Singapore, Singapore.

Viswanathan, M. 2000. Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing, University of New South Wales, Sydney.

Viswanathan, M., Harris, J. 2000. Illiteracy and Innumeracy Among Consumers: The Dark Side of Information Processing, Asia Pacific Conference of the Association for Consumer Research, Gold Coast.

Viswanathan, M., Wansink, B. 2000. Numerosity and Consumer Behavior, Association for Consumer Research Annual Conference, Salt Lake City.

Viswanathan, M. 1999. Functional Illiteracy and Innumeracy: The Dark Side of Information Processing, University of Illinois, Champaign.

Viswanathan, M. 1999. Processing of Numerical Versus Verbal Product Information: Implications for Advertising, University of Illinois, Champaign.

Romani, S., Viswanathan, M. 1998. A Number Processing Approach to Price Encoding and Memory, Asia Pacific Conference of the Association for Consumer Research, Hong Kong.

Viswanathan, M., Childers, T. 1998. Development and Validation of Fuzzy Set Measures of Graded Structure in Categorization, Society for Consumer Psychology, Austin.

Viswanathan, M., Harris, J. 1998. Functional Illiteracy: The Dark Side of Information Processing, Association for Consumer Research Annual Conference, Montreal.

Viswanathan, M. 1997. Development and Validation of Fuzzy Set Measures of Graded Structure in Categorization, University of Illinois, Champaign.

Viswanathan, M. 1997. Processing of Numerical and Verbal Magnitude Information: Implications for Pricing, Marketing Camp, Urbana.

Viswanathan, M. 1997. Processing of Numerical and Verbal Magnitude Information: Implications for Pricing, Pricing Strategy, Urbana.

Viswanathan, M., Childers, T. 1997. An Examination of the Relationship Between Consumers' Preference for Numerical Information and Aspects of Consumer Decision Making, Society for Consumer Psychology, St. Petersburg.

Viswanathan, M., Hastak, M. 1997. Are the Daily Reference Values Really Enough? Facilitating the Use of Nutrition Information Through Summary Information, Advertising, Consumer Psychology, and Health Conference, Columbus.

Viswanathan, M., Hastak, M. 1997. Are the Daily Reference Values Really Enough? Facilitating the Use of Nutrition Through Summary Information, Marketing and Public Policy Conference, Boston.

Childers, T., Viswanathan, M. 1996. Representation of Numerical and Verbal Product Information in Consumer Memory, Asia Pacific Conference of the Association for Consumer Research, Perth.

Viswanathan, M. 1996. Processing of Numerical Versus Verbal Product Information: Implications for Advertising, University of Illinois, Champaign.

Viswanathan, M. 1996. Product Comparisons Along Attributes: Effects of Processing Goals and Information Mode, University of Illinois, Champaign.

Viswanathan, M. 1996. Understanding Comparative Judgments Along Product Attributes, University of Illinois, Champaign.

Viswanathan, M., Johnson, M., Sudman, S. 1996. Using the Sorting Task to Examine Product Representations in Consumer Research, Winter Educators' Conference, Hilton Head.

Viswanathan, M., Narayanan, S. 1996. The Effects of Processing Goals, Information Presentation, and Information Mode on Comparative Judgments by Consumers, Winter Educators' Conference, Hilton Head.

Viswanathan, M., Childers, T., Moore-Shay, E. 1995. The Measurement of Individual Differences in Intergenerational Communications and Influence: Scale Development and Cross-Cultural Comparison, Marketing Science Conference, Sydney.

Childers, T., Viswanathan, M., Cox, A. 1994. Preliminary Results on the Development and Test of a Scale to Assess Preference for Numerical Information, Winter Educators' Conference, St. Petersburg.

Viswanathan, M. 1994. The Need for Precision, Society for Consumer Psychology, St. Petersburg.

Viswanathan, M. 1994. The Processing and Use of Numerical Versus Verbal Product Information, University of Illinois, Champaign.

Viswanathan, M. 1993. The Influence of Summary Information on the Usage of Nutrition Information, Marketing and Public Policy Conference, East Lansing.

Viswanathan, M. 1993. The Encoding of Numerical Versus Verbal Attribute Information: Implications for Consumer Memory, Association for Consumer Research Annual Conference, Nashville.

Viswanathan, M. 1993. Maximum Versus Meaningful Discrimination in Scale Responses: A Perspective on the Optimal Number of Response Categories to Use in a Scale, University of Illinois, Champaign.

Viswanathan, M. 1993. Understanding How Consumers Process and use Numerical Versus Verbal Information, University of Illinois, Champaign.

Viswanathan, M. 1993. Marketing Research Workshop, University of Illinois, Urbana.

Viswanathan, M., Sudman, S. 1993. Maximum Versus Meaningful Discrimination in Scale Responses: A Perspective on the Optimal Number of Response Categories to Using a Scale, Marketing Science Conference, St. Louis.

Viswanathan, M. 1989. The Categorization of Pictures and Words: An Enquiry into the Process, University of Minnesota, Minneapolis.

Other Publications

Viswanathan, M. 2009. Marketplace Literacy: A Key to Unleashing Rural Consumption and Entrepreneurship

Viswanathan, M. 2008. Emerging Lessons - For multinational companies, understanding the needs of poorer consumers can be profitable and socially responsible

Viswanathan, M. 2007. Mapping Out New Markets

Viswanathan, M. 2007. Program helping poor in India become better informed buyers, sellers

Viswanathan, M. 2006. Two Views of C.K. Prahalad's The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits

Viswanathan, M. 2005. Functionally Illiterate Consumers: A Sizable and Neglected Market Segment

Viswanathan, M. 2005. Illiterate Buyers Use Coping Techniques

Viswanathan, M. 2003. Literacy and the Global Marketplace

Viswanathan, M. 2003. Literacy, Literate Versus Functional

Viswanathan, M. 2001. Not All Consumer are Created Equal

Viswanathan, M. 2001. The Plight the Functionally Illiterate Face at the Grocery Store

Viswanathan, M. 2001. Shoppers Who Can't Read Prices Make Unwise Buying Decisions

Viswanathan, M. 1992. Research on numerical and verbal product information

 

Contact Information:

183 Wohlers Hall
1206 South Sixth Street
Champaign, IL, 61820
(217) 333-4550
mviswana@illinois.edu


Faculty Profile

 
 
 
UIUC College of Business