College of Business: University of Illinois at Urbana-Champaign

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

Gau, R., Jae, H., Viswanathan, M. 2012. Studying Low-Literate Consumers Through Experimental Methods: Implications for Subsistence Marketplaces. Journal of Business Research, 88: 1683-1691

Jae, H., Viswanathan, M. 2012. Effects of Pictorial Product-Warnings on Low-Literate Consumers. Journal of Business Research, 1674-1682

Nakata, C., Viswanathan, M. 2012. From Impactful Research to Sustainable Innovations for Subsistence Marketplaces. Journal of Business Research, 65: 1655-1657

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

Viswanathan, M. Forthcoming. Understanding and Designing Solutions for Subsistence Marketplaces. Urbana-Champaign: 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

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.

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

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

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

Viswanathan, M. 1998. Do You Remember How Much It Costs? Perspectives on Encoding and Memory for Price InformationAsia-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 ConsumersAdvances 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 StudyAdvances 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 AttributesWinter 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 InformationAdvances 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 ConceptualizationWinter 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 ProcessHaring Doctoral Consortium, 49-72

Viswanathan, M., Echambadi, R. , Sridharan, S., Venugopal, S. 2013. Intertwined Destinies: How Subsistence Entrepreneurs Use Social Capital to Overcome Constraints and Uncertainties. Journal of Macromarketing

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., Kayande, U., Bagozzi, R., Cheng, Y. 2009. Effects of Methodological Factors on Measurement Error

Viswanathan, M., Sridharan, S., Ritchie, R. 2009. Resource-Poor, But Network-Rich: Leveraging Social Processes to Enhance Consumer Welfare in Subsistence Markets

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

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

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

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

Viswanathan, M. 2012. From Subsistence Marketplaces to Emerging MarketsPresentation 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 MarketplacesSubsistence Marketplaces Conference: From Micro-level Insights to Macro-Level Impact, Chicago.

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

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

Viswanathan, M. 2012. Orientation for International Immersion ExperienceMBA GCP, Urbana.

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

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

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

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

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

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

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

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

Viswanathan, M. 2012. From Subsistence Marketplaces to Emerging MarketsThe 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 MarketplacesGuest Lecture in Online Education Class, Urbana.

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

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

Viswanathan, M. 2012. Global Business HorizonsResearch 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) SubAcademy of Management Annual Meeting, San Antonio.

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

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

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

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

Viswanathan, M. 2011. The Subsistence Marketplaces InitiativeJohn Deere, Moline.

Viswanathan, M. 2011. From Subsistence Marketplaces to Sustainable Marketplaces? Food for Economic ThoughtConference 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 EndeavorVirginia Commonwealth University, Richmond.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jung, K. , Viswanathan, M. 2010. Psychological Distances and Sustainability: From Resource-Rich to Subsistence MarketplacesCarlson 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 LiteracyIndia Development Coalition of America International Conference, Terre Haute.

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

Viswanathan, M. 2010. Understanding Subsistence Consumer MerchantsUniversidad 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 ProjectUniversidad de los Andes, Bogota.

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

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

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

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

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

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

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

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

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

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

Viswanathan, M. 2010. Pushing the Boundaries of Business Education: Envisioning a Better World and the Challenges in Getting ThereBusiness 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 SustainabilitySustainability Education Curriculum Workshop, Champaign.

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

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

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

Viswanathan, M. 2010. From Subsistence Marketplaces to Sustainable Marketplaces: Understanding the Challenges of Global SustainabilityPrisms 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 InitiativesMarketing Pro-seminar, Michigan State University, East Lansing.

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

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

Viswanathan, M. 2009. Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace and Literacy ProjectMarketing 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 ExperiencesAnnual Faculty Retreat, University of Illinois.

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

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

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

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

Viswanathan, M. 2009. Our Journey to Subsistence and Sustainability: Research, Teaching and Social Initiatives at the College of BusinessDean'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 BarriersPsychology Seminar, University of Illinois.

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

Viswanathan, M. 2009. Envisioning Management Education For A Better World: Curriculum Innovations On Sustainable Business Solutions For Subsistence MarketplacesGlobal 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 MarketplacesAmerican Marketing Association, Chicago.

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

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

Viswanathan, M. 2009. Enabling Subsistence Marketplaces to Become Sustainable Marketplaces: Management Education for the 21st CenturyAcademy 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 BarriersTulane University, New Orleans.

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives Across Literacy and Resource BarriersINSEAD, 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 CenturyLEAD (Leadership, Education, and Development) Summer Business Institute, Champaign.

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

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

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

Viswanathan, M. 2009. Identifying Needs and Envisioning Social Enterprises: A Case Study of the Marketplace Literacy ProjectSocial 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 SolutionsBase of the Pyramid Conference, Ann Arbor.

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

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

Viswanathan, M. 2009. A Bottom-Up Approach To Understanding Subsistence MarketplacesFoundation 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 MarketplacesInternational Conference on Millennium Development Goals: Role of ICT and Other Appropriate Technologies , Kavaraipettai.

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

Viswanathan, M. 2009. From Subsistence Marketplaces to Sustainable Marketplaces? Exploring Synergies Between Research, Teaching, and Social InitiativesMBA 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 ProjectPhilanthrophic Innovations Forum, Champaign.

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

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

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

Viswanathan, M., Sridharan, S. 2009. Socially-Embedded Marketplace Literacy in Subsistence ContextsAsia 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 InitiativesEcologies 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 Pyramid11th 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 PracticeAcademy of Management - Montreal 2010; Count Data Paper, Anaheim.

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

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

Viswanathan, M., Ritchie, R., Sridharan, S. 2008. The Psychology of Subsistence Consumers: Insights From South IndiaSociety 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 MarketsAcademy 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 MarketplacesMidwestern Materialism Conference, University of Illinois.

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

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

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

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

Viswanathan, M. 2007. Synergizing Research, Teaching, and Social Initiatives on Subsistence MarketplacesInternational 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 MarketplacesWorldwide Universities Network Entrepreneurship and Global Impact Conference, Leeds.

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

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

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

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

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

Viswanathan, M., Chaturvedi, A., Chiu, C., Sridharan, S. 2007. Understanding Perceived Value in Subsistence MarketplacesGreat 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 ProjectTransformative 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 ContextsBusiness as an Agent of World Benefit: Management Knowledge Leading Positive Change, Cleveland.

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

Viswanathan, M., Chaturvedi, A., Gau, R. 2006. Understanding Low Literate Consumers: Implications for Corporate Social ResponsibilitySociety 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 ResearchLEAD Summer Business Institute, (Leadership, Education, and Development).

Viswanathan, M., Chaturvedi, A. 2005. Price and the Low-Literate Consumer: New Perspectives and DirectioPricing 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 PyramidInternational 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 SymposiumUniversity 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 foUniversity of Illinois at Chicago, Chicago.

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

Viswanathan, M., Rosa, J. 2003. Towards Understanding Functionally Illiterate ConsumersOhio 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 MeetingUniversity of Illinois, Champaign.

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

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

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

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

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

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

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

Romani, S., Viswanathan, M. 1998. A Number Processing Approach to Price Encoding and MemoryAsia 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 CategorizationSociety for Consumer Psychology, Austin.

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

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

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

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

Viswanathan, M., Childers, T. 1997. An Examination of the Relationship Between Consumers' Preference for Numerical Information and Aspects of Consumer Decision MakingSociety 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 InformationAdvertising, 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 InformationMarketing and Public Policy Conference, Boston.

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

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

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

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

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

Viswanathan, M., Narayanan, S. 1996. The Effects of Processing Goals, Information Presentation, and Information Mode on Comparative Judgments by ConsumersWinter 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 ComparisonMarketing 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 InformationWinter Educators' Conference, St. Petersburg.

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

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

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

Viswanathan, M. 1993. The Encoding of Numerical Versus Verbal Attribute Information: Implications for Consumer MemoryAssociation 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 ScaleUniversity of Illinois, Champaign.

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

Viswanathan, M. 1993. Marketing Research WorkshopUniversity 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 ScaleMarketing Science Conference, St. Louis.

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

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