| Artificial intelligence and marketing: Pitfalls and opportunities A De Bruyn, V Viswanathan, YS Beh, JKU Brock, F Von Wangenheim Journal of Interactive Marketing 51 (1), 91-105, 2020 | 331 | 2020 |
| 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 | 201 | 2017 |
| A dual-system approach to understanding “generation Y” decision making V Viswanathan, V Jain Journal of consumer marketing 30 (6), 484-492, 2013 | 181 | 2013 |
| 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 | 159 | 2017 |
| 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 | 87 | 2015 |
| 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 | 76 | 2015 |
| 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 29 (3), 378-398, 2018 | 56 | 2018 |
| Brand preference being challenged DE Schultz, MP Block, V Viswanathan Journal of Brand Management 21, 408-428, 2014 | 56 | 2014 |
| 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 39 (2), 282-306, 2020 | 53 | 2020 |
| Multi-tier loyalty programs to stimulate customer engagement THA Bijmolt, M Krafft, FJ Sese, V Viswanathan Customer engagement marketing, 119-139, 2018 | 44 | 2018 |
| 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 | 42 | 2017 |
| 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 | 39 | 2018 |
| 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 | 34 | 2014 |
| 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 | 27 | 2018 |
| Consumer-driven media planning and buying DE Schultz, MP Block, V Viswanathan Journal of Marketing Communications 24 (8), 761-778, 2018 | 26 | 2018 |
| Choosing and using mobile apps: A conceptual framework for Generation Y V Jain, V Viswanathan Journal of Customer Behaviour 14 (4), 295-309, 2015 | 22 | 2015 |
| 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 | 21 | 2015 |
| Assessing prime-time for geotargeting with mobile big data S Banerjee, V Viswanathan, K Raman, H Ying Journal of Marketing Analytics 1, 174-183, 2013 | 21 | 2013 |
| 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 | 20 | 2015 |
| Platform war vs. Platform synergy? A longitudinal analysis of media substitution between personal computers and mobile devices SJ Kim, V Viswanathan, HM Lee Journal of Broadcasting & Electronic Media 64 (2), 65-88, 2020 | 12 | 2020 |
Edward C MalthouseNorthwestern University: integrated marketing communications, industrial engineering and mgmt sciVerified email at northwestern.edu
