Vijay Viswanathan
Vijay Viswanathan
Associate Professor, Northwestern University
Verified email at northwestern.edu - Homepage
TitleCited byYear
A dual-system approach to understanding “generation Y” decision making
V Viswanathan, V Jain
Journal of consumer marketing, 2013
962013
The dynamics of consumer engagement with mobile technologies
V Viswanathan, LD Hollebeek, EC Malthouse, E Maslowska, S Jung Kim, ...
Service Science 9 (1), 36-49, 2017
492017
An observational study on how situational factors influence media multitasking with TV: The role of genres, dayparts, and social viewing
HAM Voorveld, V Viswanathan
Media Psychology 18 (4), 499-526, 2015
462015
Do customer reviews drive purchase decisions? The moderating roles of review exposure and price
E Maslowska, EC Malthouse, V Viswanathan
Decision Support Systems 98, 1-9, 2017
362017
Redefining neuromarketing as an integrated science of influence
HC Breiter, M Block, AJ Blood, B Calder, L Chamberlain, N Lee, ...
Frontiers in human neuroscience 8, 1073, 2015
352015
Brand preference being challenged
DE Schultz, MP Block, V Viswanathan
Journal of Brand Management 21 (5), 408-428, 2014
292014
Still glued to the box? Television viewing explained in a multi-platform age integrating individual and situational predictors
H Taneja, V Viswanathan
International Journal of Communication 8, 26, 2014
202014
Keep it, shave it, cut it: A closer look into consumers’ video viewing behavior
M Fudurić, EC Malthouse, V Viswanathan
Business Horizons 61 (1), 85-93, 2018
182018
Assessing prime-time for geotargeting with mobile big data
S Banerjee, V Viswanathan, K Raman, H Ying
Journal of Marketing Analytics 1 (3), 174-183, 2013
132013
Social influence in the adoption of a B2B loyalty program: The role of elite status members
V Viswanathan, FJ Sese, M Krafft
International Journal of Research in Marketing 34 (4), 901-918, 2017
112017
Age-related striatal BOLD changes without changes in behavioral loss aversion
V Viswanathan, S Lee, JM Gilman, BW Kim, N Lee, L Chamberlain, ...
Frontiers in human neuroscience 9, 176, 2015
92015
Choosing and using mobile apps: A conceptual framework for Generation Y
V Jain, V Viswanathan
Journal of Customer Behaviour 14 (4), 295-309, 2015
82015
The role of individual and structural factors in explaining television channel choice and duration
SJ Kim, V Viswanathan
International Journal of Communication 9, 21, 2015
82015
Multi-tier loyalty programs to stimulate customer engagement
THA Bijmolt, M Krafft, FJ Sese, V Viswanathan
Customer engagement marketing, 119-139, 2018
72018
Consumer-driven media planning and buying
DE Schultz, MP Block, V Viswanathan
Journal of Marketing Communications 24 (8), 761-778, 2018
62018
Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing
V Viswanathan, EC Malthouse, E Maslowska, S Hoornaert, ...
Journal of Service Management, 2018
62018
A quantitative relationship between signal detection in attention and approach/avoidance behavior
V Viswanathan, JP Sheppard, BW Kim, CL Plantz, H Ying, MJ Lee, ...
Frontiers in psychology 8, 122, 2017
32017
Redefining neuromarketing
MP Block, DE Schultz, H Breiter, A Blood, B Calder, L Chamberlain, N Lee, ...
American Academy of Advertising. Conference. Proceedings (Online), 53, 2015
32015
Understanding the quality–quantity conundrum of customer referral programs: effects of contribution margin, extraversion, and opinion leadership
V Viswanathan, S Tillmanns, M Krafft, D Asselmann
Journal of the Academy of Marketing Science 46 (6), 1108-1132, 2018
22018
How consumers attend to online reviews: an eye-tracking and network analysis approach
E Maslowska, CM Segijn, KA Vakeel, V Viswanathan
International Journal of Advertising, 1-25, 2019
12019
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