Associate Professor of Business Administration
Administration, University of Minnesota, 1990
B. Tech., Mechanical Engineering, Indian Institute of
Technology, Madras, 1985
University of Illinois since 1990.
1998 - present, Assistant Professor, 1990-98.
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,
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.
National Science Foundation Grant, 2002-2005. Incomplete
List of Teachers Rated as Excellent by their Students, 1993,
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,
Teaches courses in marketing research, and research methods.
Research focuses on low-literate consumer behavior, and
research methodology. Director of the Marketplace Literacy
(www.marketplaceliteracy.org) which aims to improve
practices of businesses, policy-makers, and educators in
serving the needs of low-literate consumers.
61 Wohlers Hall
1206 South Sixth Street
Champaign, IL 61820