Anaimalai V MUTHUKRISHNAN

PhD in Marketing
University of Florida, 1993
PhD in Organizational Behavior
Indian Institute of Technology, 1981

Professor
Department of Marketing



(852) 2358 7715
mkmuthu@ust.hk
Room LSK4011
Personal Web

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ORCID
0000-0001-9902-2047

Scopus ID
6701785187




Research Interest Publications Projects Teaching Assignment RPG Supervision Space used




Research Interest

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Behavioral decision theory
Consumer judgment and decision making
Branding
Promotion



Publications

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All Years 44 2022 0 2021 0 2020 0 2019 1 2018 0 2017 0 2016 43

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Expand All Collapse All


2019 1

The premium as informational cue in insurance decision making
Theory and Decision, v. 88, (3), April 2020, p. 369-404
Chark, R.; Mak, Vincent; Muthukrishnan, Anaimalai V Article

2015 2

Choice set induced conflict, deliberation, and persistent preference
Marketing Letters, v. 26, (4), December 2015, p. 437-448
Muthukrishnan, Anaimalai; Chark, Robin Article
Persistent Preferences in Marketplace Choices: Brand Loyalty, Inertia and Something in-Between
Foundations and Trends in Marketing, v. 9, (1), November 2015, p. 1-82
Muthukrishnan, Anaimalai V Article

2014 1

Killing Hope with Good Intentions: The Effects of Consolation Prizes on Preference for Lottery Promotions
Journal of Marketing Research, v. 51, (2), 2014, p. 198-204
Yan, Dengfeng; Muthukrishnan, Anaimalai V. Article

2013 1

The effect of physical possession on preference for product warranty
International Journal of Research in Marketing, v. 30, (4), December 2013, p. 424-425
Chark, Robin; Muthukrishnan, Anaimalai Article

2010 1

Source Dependent Preference In insurance Decisions
First Conference on Financial Decision Making, UC Boulder, Boulder, Colardo, 2010
Chark, Robin; Muthukrishnan, A.V. Conference paper

2009 2

Ambiguity Aversion and the Preference for Established Brands
Management Science, v. 55, (12), 2009, DEC, p. 1933-1941
Muthukrishnan, A.V.; Wathieu, Luc; Xu, Alison Jing Article
Ambiguity Aversion and the Established Brand Preference
ESE Conference on Behavioral Economics, Rotterdam, the Netherland, 5 November 2009
Muthukrishnan, Anaimalai V. Conference paper

2008 3

Ambiguity Aversion and Established Brand Preference

Muthukrishnan, Anaimalai; Wathieu, Luc; Xu, Alison Jing Conference paper
Ambiguity Aversion and the Power of the Established Brands
Marketing Science Conference, Vancouver, Canada, June 2008
Muthukrishnan, Anaimalai V. Conference paper
Sticky Choices in Unfiltered Choice Sets
NASMEI Conference, Chennai, India, December 2008
Muthukrishnan, Anaimalai V. Conference paper

2007 3

Just give me another chance: The strategies for brand recovery from a bad first impression
Journal of marketing research, v. 44, (2), 2007, MAY, p. 334-345
Muthukrishnan, A.V.; Chattopadhyay, Amitava Article
Superfluous choices and the persistence of preference
JOURNAL OF CONSUMER RESEARCH, v. 33, (4), 2007, MAR, p. 454-460
Muthukrishnan, A.V.; Wathieu, Luc Article
Gift versus Coupons: The Differential Effects of Promotional Tools
Marketing Science Conference, Singapore, June 2007
Muthukrishnan, Anaimalai V. Conference paper

2006 1

Superfluous Choices and the Persistence of Preference
BDRM Conference, UCLA, June 2006
Muthukrishnan, Anaimalai V. Conference paper

2005 1

On the Conditions under which Experience and Motivation Accentuate Bias in Intuitive Judgment
The Routines of Decision-making / Edited by Tilmann Betsch, Susanne Haberstroh. Mahwah, N.J.: Lawrence Erlbaum Assocaites, 2005, p.139-156
Muthukrishnan, Anaimalai V.; Kardes, Frank R.; Pashkevich, Vladimir Book chapter

2004 3

The asymmetric effect of discount retraction on subsequent choice
JOURNAL OF CONSUMER RESEARCH, v. 31, (3), 2004, DEC, p. 652-657
Wathieu, L.; Muthukrishnan, AV; Bronnenberg, BJ Article
Asymmetric Effects of Promotion Retraction
Behavioral Decision Research in Management (BDRM), Duke University, Durham, North Carolina, USA, April
Wathieu, Luc; Muthukrishnan, Anaimalai; Bronnenberg, Bart Conference paper
Refereed Conference Paper
Behavioral Decision Research in Management (BDRM), Duke University, Durham, North Carolina, USA, April
Wathieu, Luc; Muthukrishnan, Anaimalai; Bronnenberg, Bart Conference paper

2003 2

Consumer sequential search: Not enough or too much?
Marketing science, v. 22, (4), 2003, FAL, p. 503-519
Zwick, R.; Rapoport, A.; Lo, AKC; Muthukrishnan, AV Article
Journal Article
MARKETING SCIENCE, Vol. 22 (4), 503-519.
Zwick, Rami; Rappoport, Amnon; Lo, Allison; Muthukrishnan, Anaimalai Article

2002 2

Consumer Control and Empowerment: A Primer
Marketing Letters, v. 13, (3), 2002, p. 297-305
Wathieu, L.; Brenner, L.; Carmon, Z.; Chattopadhyay, A.; Wertenbroch, K.; Drolet, I.A.; Gourville, J.; Muthukrishnan, A.V.; Novemsky, N.; Ratner, R.K.; Wu, G. Article
Search and alignment in judgment revision: Implications for brand positioning
Journal of marketing research, v. 39, (1), 2002, FEB, p. 18-30
Pham, MT; Muthukrishnan, AV Article

2001 5

Category structure, brand recall, and choice
International journal of research in marketing, v. 18, (3), 2001, SEP, p. 191-202
Nedungadi, P.; Chattopadhyay, A.; Muthukrishnan, AV Article
Does greater amount of information always bolster attitudinal resistance?
Marketing letters, v. 12, (2), 2001, MAY, p. 131-144
Muthukrishnan, AV; Pham, MT; Mungale, A. Article
Persistent preferences for product attributes: The effects of the initial choice context and uninformative experience
JOURNAL OF CONSUMER RESEARCH, v. 28, (1), 2001, JUN, p. 89-104
Muthukrishnan, AV; Kardes, FR Article
The piecemeal approach to comparative advertising
Marketing letters, v. 12, (1), 2001, FEB, p. 63-73
Muthukrishnan, AV; Warlop, L.; Alba, JW Article
Sequential Search with Relative Ranks
JDM conference, Orlando, FL, November 2001
Muthukrishnan, Anaimalai V. Conference paper

2000 1

Bundling Free Gift Alternatives
JDM conference, New Orleans, LA, November 2000
Muthukrishnan, Anaimalai V. Conference paper

1999 4

Comparison opportunity and judgment revision
Organizational behavior and human decision processes, v. 80, (3), 1999, DEC, p. 228-251
Muthukrishnan, AV; Pham, MT; Mungale, A. Article
Contextual effects on the revision of evaluative judgments: An extension of the omission-detection framework
JOURNAL OF CONSUMER RESEARCH, v. 26, (1), 1999, JUN, p. 70-84
Muthukrishnan, AV; Ramaswami, S. Article
Effects of Bundle Framing
American Marketing Association, San Francisco, August 1999
Muthukrishnan, Anaimalai V. Conference paper
Sequential Search with Relative Ranks
Marketing Science conference, Syracuse, NY, May 1999
Muthukrishnan, Anaimalai V. Conference paper

1998 2

Differential Weighting of Costs and Benefits over Time
JDM Conference, Dallas, TX, November 1998
Muthukrishnan, Anaimalai V. Conference paper
Information Format and Judgment Updating
Marketing Science Conference, Paris, June 1998
Muthukrishnan, Anaimalai V. Conference paper

1997 2

A Judgment Reconstruction Perspective of Post-challenge Brand Evaluations
Association for Consumer Research Conference, Denver, CO, October 1997
Muthukrishnan, Anaimalai V. Conference paper
Comparability and Preference Persistence
Marketing Science Conference, Berkeley, CA, March 1997
Muthukrishnan, Anaimalai V. Conference paper

1996 3

Accountability and Carryover Biases in Survey Research
Academy of Marketing Science Conference, Phoenix, AZ, May 1996
Muthukrishnan, Anaimalai V. Conference paper
Amount and Type of Information and Attitudinal Resistance
Marketing Science Conference, Gainesville, FL, March 1996
Muthukrishnan, Anaimalai V. Conference paper
Decision Ambiguity and Incumbency Advantage
Association for Consumer Research Conference, Tucson, AZ, October 1996
Muthukrishnan, Anaimalai V. Conference paper

1995 1

DECISION AMBIGUITY AND INCUMBENT BRAND ADVANTAGE
JOURNAL OF CONSUMER RESEARCH, v. 22, (1), 1995, JUN, p. 98-109
MUTHUKRISHNAN, AV Article

1994 1

Piecemeal Comparison in Advertising
Marketing Science Conference, Tucson, AZ, March 1994
Muthukrishnan, Anaimalai V. Conference paper

1993 1

Ambiguity and Decision Biases
American Psychological Association Conference, Toronto, Canada, August 1993
Muthukrishnan, Anaimalai V. Conference paper

1991 1

The Role of Product Knowledge in the Evaluation of Brand Extensions
Advances in Consumer Research, v. 18, 1991, p. 407-413
Muthukrishnan, Anaimalai V. Article


Expand All Collapse All


Article 1

The premium as informational cue in insurance decision making
Theory and Decision, v. 88, (3), April 2020, p. 369-404
Chark, R.; Mak, Vincent; Muthukrishnan, Anaimalai V


Expand All Collapse All


Article 2

Choice set induced conflict, deliberation, and persistent preference
Marketing Letters, v. 26, (4), December 2015, p. 437-448
Muthukrishnan, Anaimalai; Chark, Robin
Persistent Preferences in Marketplace Choices: Brand Loyalty, Inertia and Something in-Between
Foundations and Trends in Marketing, v. 9, (1), November 2015, p. 1-82
Muthukrishnan, Anaimalai V


Expand All Collapse All


Article 1

Killing Hope with Good Intentions: The Effects of Consolation Prizes on Preference for Lottery Promotions
Journal of Marketing Research, v. 51, (2), 2014, p. 198-204
Yan, Dengfeng; Muthukrishnan, Anaimalai V.


Expand All Collapse All


Article 1

The effect of physical possession on preference for product warranty
International Journal of Research in Marketing, v. 30, (4), December 2013, p. 424-425
Chark, Robin; Muthukrishnan, Anaimalai


Expand All Collapse All


Conference paper 1

Source Dependent Preference In insurance Decisions
First Conference on Financial Decision Making, UC Boulder, Boulder, Colardo, 2010
Chark, Robin; Muthukrishnan, A.V.


Expand All Collapse All


Article 1

Ambiguity Aversion and the Preference for Established Brands
Management Science, v. 55, (12), 2009, DEC, p. 1933-1941
Muthukrishnan, A.V.; Wathieu, Luc; Xu, Alison Jing

Conference paper 1

Ambiguity Aversion and the Established Brand Preference
ESE Conference on Behavioral Economics, Rotterdam, the Netherland, 5 November 2009
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Conference paper 3

Ambiguity Aversion and Established Brand Preference

Muthukrishnan, Anaimalai; Wathieu, Luc; Xu, Alison Jing
Ambiguity Aversion and the Power of the Established Brands
Marketing Science Conference, Vancouver, Canada, June 2008
Muthukrishnan, Anaimalai V.
Sticky Choices in Unfiltered Choice Sets
NASMEI Conference, Chennai, India, December 2008
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Article 2

Just give me another chance: The strategies for brand recovery from a bad first impression
Journal of marketing research, v. 44, (2), 2007, MAY, p. 334-345
Muthukrishnan, A.V.; Chattopadhyay, Amitava
Superfluous choices and the persistence of preference
JOURNAL OF CONSUMER RESEARCH, v. 33, (4), 2007, MAR, p. 454-460
Muthukrishnan, A.V.; Wathieu, Luc

Conference paper 1

Gift versus Coupons: The Differential Effects of Promotional Tools
Marketing Science Conference, Singapore, June 2007
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Conference paper 1

Superfluous Choices and the Persistence of Preference
BDRM Conference, UCLA, June 2006
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Book chapter 1

On the Conditions under which Experience and Motivation Accentuate Bias in Intuitive Judgment
The Routines of Decision-making / Edited by Tilmann Betsch, Susanne Haberstroh. Mahwah, N.J.: Lawrence Erlbaum Assocaites, 2005, p.139-156
Muthukrishnan, Anaimalai V.; Kardes, Frank R.; Pashkevich, Vladimir


Expand All Collapse All


Article 1

The asymmetric effect of discount retraction on subsequent choice
JOURNAL OF CONSUMER RESEARCH, v. 31, (3), 2004, DEC, p. 652-657
Wathieu, L.; Muthukrishnan, AV; Bronnenberg, BJ

Conference paper 2

Asymmetric Effects of Promotion Retraction
Behavioral Decision Research in Management (BDRM), Duke University, Durham, North Carolina, USA, April
Wathieu, Luc; Muthukrishnan, Anaimalai; Bronnenberg, Bart
Refereed Conference Paper
Behavioral Decision Research in Management (BDRM), Duke University, Durham, North Carolina, USA, April
Wathieu, Luc; Muthukrishnan, Anaimalai; Bronnenberg, Bart


Expand All Collapse All


Article 2

Consumer sequential search: Not enough or too much?
Marketing science, v. 22, (4), 2003, FAL, p. 503-519
Zwick, R.; Rapoport, A.; Lo, AKC; Muthukrishnan, AV
Journal Article
MARKETING SCIENCE, Vol. 22 (4), 503-519.
Zwick, Rami; Rappoport, Amnon; Lo, Allison; Muthukrishnan, Anaimalai


Expand All Collapse All


Article 2

Consumer Control and Empowerment: A Primer
Marketing Letters, v. 13, (3), 2002, p. 297-305
Wathieu, L.; Brenner, L.; Carmon, Z.; Chattopadhyay, A.; Wertenbroch, K.; Drolet, I.A.; Gourville, J.; Muthukrishnan, A.V.; Novemsky, N.; Ratner, R.K.; Wu, G.
Search and alignment in judgment revision: Implications for brand positioning
Journal of marketing research, v. 39, (1), 2002, FEB, p. 18-30
Pham, MT; Muthukrishnan, AV


Expand All Collapse All


Article 4

Category structure, brand recall, and choice
International journal of research in marketing, v. 18, (3), 2001, SEP, p. 191-202
Nedungadi, P.; Chattopadhyay, A.; Muthukrishnan, AV
Does greater amount of information always bolster attitudinal resistance?
Marketing letters, v. 12, (2), 2001, MAY, p. 131-144
Muthukrishnan, AV; Pham, MT; Mungale, A.
Persistent preferences for product attributes: The effects of the initial choice context and uninformative experience
JOURNAL OF CONSUMER RESEARCH, v. 28, (1), 2001, JUN, p. 89-104
Muthukrishnan, AV; Kardes, FR
The piecemeal approach to comparative advertising
Marketing letters, v. 12, (1), 2001, FEB, p. 63-73
Muthukrishnan, AV; Warlop, L.; Alba, JW

Conference paper 1

Sequential Search with Relative Ranks
JDM conference, Orlando, FL, November 2001
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Conference paper 1

Bundling Free Gift Alternatives
JDM conference, New Orleans, LA, November 2000
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Article 2

Comparison opportunity and judgment revision
Organizational behavior and human decision processes, v. 80, (3), 1999, DEC, p. 228-251
Muthukrishnan, AV; Pham, MT; Mungale, A.
Contextual effects on the revision of evaluative judgments: An extension of the omission-detection framework
JOURNAL OF CONSUMER RESEARCH, v. 26, (1), 1999, JUN, p. 70-84
Muthukrishnan, AV; Ramaswami, S.

Conference paper 2

Effects of Bundle Framing
American Marketing Association, San Francisco, August 1999
Muthukrishnan, Anaimalai V.
Sequential Search with Relative Ranks
Marketing Science conference, Syracuse, NY, May 1999
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Conference paper 2

Differential Weighting of Costs and Benefits over Time
JDM Conference, Dallas, TX, November 1998
Muthukrishnan, Anaimalai V.
Information Format and Judgment Updating
Marketing Science Conference, Paris, June 1998
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Conference paper 2

A Judgment Reconstruction Perspective of Post-challenge Brand Evaluations
Association for Consumer Research Conference, Denver, CO, October 1997
Muthukrishnan, Anaimalai V.
Comparability and Preference Persistence
Marketing Science Conference, Berkeley, CA, March 1997
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Conference paper 3

Accountability and Carryover Biases in Survey Research
Academy of Marketing Science Conference, Phoenix, AZ, May 1996
Muthukrishnan, Anaimalai V.
Amount and Type of Information and Attitudinal Resistance
Marketing Science Conference, Gainesville, FL, March 1996
Muthukrishnan, Anaimalai V.
Decision Ambiguity and Incumbency Advantage
Association for Consumer Research Conference, Tucson, AZ, October 1996
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Article 1

DECISION AMBIGUITY AND INCUMBENT BRAND ADVANTAGE
JOURNAL OF CONSUMER RESEARCH, v. 22, (1), 1995, JUN, p. 98-109
MUTHUKRISHNAN, AV


Expand All Collapse All


Conference paper 1

Piecemeal Comparison in Advertising
Marketing Science Conference, Tucson, AZ, March 1994
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Conference paper 1

Ambiguity and Decision Biases
American Psychological Association Conference, Toronto, Canada, August 1993
Muthukrishnan, Anaimalai V.


Expand All Collapse All


Article 1

The Role of Product Knowledge in the Evaluation of Brand Extensions
Advances in Consumer Research, v. 18, 1991, p. 407-413
Muthukrishnan, Anaimalai V.


Expand All Collapse All


2015 2

Choice set induced conflict, deliberation, and persistent preference
Marketing Letters, v. 26, (4), December 2015, p. 437-448
Muthukrishnan, Anaimalai; Chark, Robin Article
Persistent Preferences in Marketplace Choices: Brand Loyalty, Inertia and Something in-Between
Foundations and Trends in Marketing, v. 9, (1), November 2015, p. 1-82
Muthukrishnan, Anaimalai V Article

2014 1

Killing Hope with Good Intentions: The Effects of Consolation Prizes on Preference for Lottery Promotions
Journal of Marketing Research, v. 51, (2), 2014, p. 198-204
Yan, Dengfeng; Muthukrishnan, Anaimalai V. Article

2013 1

The effect of physical possession on preference for product warranty
International Journal of Research in Marketing, v. 30, (4), December 2013, p. 424-425
Chark, Robin; Muthukrishnan, Anaimalai Article

2010 1

Source Dependent Preference In insurance Decisions
First Conference on Financial Decision Making, UC Boulder, Boulder, Colardo, 2010
Chark, Robin; Muthukrishnan, A.V. Conference paper

2009 2

Ambiguity Aversion and the Preference for Established Brands
Management Science, v. 55, (12), 2009, DEC, p. 1933-1941
Muthukrishnan, A.V.; Wathieu, Luc; Xu, Alison Jing Article
Ambiguity Aversion and the Established Brand Preference
ESE Conference on Behavioral Economics, Rotterdam, the Netherland, 5 November 2009
Muthukrishnan, Anaimalai V. Conference paper

2008 3

Ambiguity Aversion and Established Brand Preference

Muthukrishnan, Anaimalai; Wathieu, Luc; Xu, Alison Jing Conference paper
Ambiguity Aversion and the Power of the Established Brands
Marketing Science Conference, Vancouver, Canada, June 2008
Muthukrishnan, Anaimalai V. Conference paper
Sticky Choices in Unfiltered Choice Sets
NASMEI Conference, Chennai, India, December 2008
Muthukrishnan, Anaimalai V. Conference paper

2007 3

Just give me another chance: The strategies for brand recovery from a bad first impression
Journal of marketing research, v. 44, (2), 2007, MAY, p. 334-345
Muthukrishnan, A.V.; Chattopadhyay, Amitava Article
Superfluous choices and the persistence of preference
JOURNAL OF CONSUMER RESEARCH, v. 33, (4), 2007, MAR, p. 454-460
Muthukrishnan, A.V.; Wathieu, Luc Article
Gift versus Coupons: The Differential Effects of Promotional Tools
Marketing Science Conference, Singapore, June 2007
Muthukrishnan, Anaimalai V. Conference paper

2006 1

Superfluous Choices and the Persistence of Preference
BDRM Conference, UCLA, June 2006
Muthukrishnan, Anaimalai V. Conference paper

2005 1

On the Conditions under which Experience and Motivation Accentuate Bias in Intuitive Judgment
The Routines of Decision-making / Edited by Tilmann Betsch, Susanne Haberstroh. Mahwah, N.J.: Lawrence Erlbaum Assocaites, 2005, p.139-156
Muthukrishnan, Anaimalai V.; Kardes, Frank R.; Pashkevich, Vladimir Book chapter

2004 3

The asymmetric effect of discount retraction on subsequent choice
JOURNAL OF CONSUMER RESEARCH, v. 31, (3), 2004, DEC, p. 652-657
Wathieu, L.; Muthukrishnan, AV; Bronnenberg, BJ Article
Asymmetric Effects of Promotion Retraction
Behavioral Decision Research in Management (BDRM), Duke University, Durham, North Carolina, USA, April
Wathieu, Luc; Muthukrishnan, Anaimalai; Bronnenberg, Bart Conference paper
Refereed Conference Paper
Behavioral Decision Research in Management (BDRM), Duke University, Durham, North Carolina, USA, April
Wathieu, Luc; Muthukrishnan, Anaimalai; Bronnenberg, Bart Conference paper

2003 2

Consumer sequential search: Not enough or too much?
Marketing science, v. 22, (4), 2003, FAL, p. 503-519
Zwick, R.; Rapoport, A.; Lo, AKC; Muthukrishnan, AV Article
Journal Article
MARKETING SCIENCE, Vol. 22 (4), 503-519.
Zwick, Rami; Rappoport, Amnon; Lo, Allison; Muthukrishnan, Anaimalai Article

2002 2

Consumer Control and Empowerment: A Primer
Marketing Letters, v. 13, (3), 2002, p. 297-305
Wathieu, L.; Brenner, L.; Carmon, Z.; Chattopadhyay, A.; Wertenbroch, K.; Drolet, I.A.; Gourville, J.; Muthukrishnan, A.V.; Novemsky, N.; Ratner, R.K.; Wu, G. Article
Search and alignment in judgment revision: Implications for brand positioning
Journal of marketing research, v. 39, (1), 2002, FEB, p. 18-30
Pham, MT; Muthukrishnan, AV Article

2001 5

Category structure, brand recall, and choice
International journal of research in marketing, v. 18, (3), 2001, SEP, p. 191-202
Nedungadi, P.; Chattopadhyay, A.; Muthukrishnan, AV Article
Does greater amount of information always bolster attitudinal resistance?
Marketing letters, v. 12, (2), 2001, MAY, p. 131-144
Muthukrishnan, AV; Pham, MT; Mungale, A. Article
Persistent preferences for product attributes: The effects of the initial choice context and uninformative experience
JOURNAL OF CONSUMER RESEARCH, v. 28, (1), 2001, JUN, p. 89-104
Muthukrishnan, AV; Kardes, FR Article
The piecemeal approach to comparative advertising
Marketing letters, v. 12, (1), 2001, FEB, p. 63-73
Muthukrishnan, AV; Warlop, L.; Alba, JW Article
Sequential Search with Relative Ranks
JDM conference, Orlando, FL, November 2001
Muthukrishnan, Anaimalai V. Conference paper

2000 1

Bundling Free Gift Alternatives
JDM conference, New Orleans, LA, November 2000
Muthukrishnan, Anaimalai V. Conference paper

1999 4

Comparison opportunity and judgment revision
Organizational behavior and human decision processes, v. 80, (3), 1999, DEC, p. 228-251
Muthukrishnan, AV; Pham, MT; Mungale, A. Article
Contextual effects on the revision of evaluative judgments: An extension of the omission-detection framework
JOURNAL OF CONSUMER RESEARCH, v. 26, (1), 1999, JUN, p. 70-84
Muthukrishnan, AV; Ramaswami, S. Article
Effects of Bundle Framing
American Marketing Association, San Francisco, August 1999
Muthukrishnan, Anaimalai V. Conference paper
Sequential Search with Relative Ranks
Marketing Science conference, Syracuse, NY, May 1999
Muthukrishnan, Anaimalai V. Conference paper

1998 2

Differential Weighting of Costs and Benefits over Time
JDM Conference, Dallas, TX, November 1998
Muthukrishnan, Anaimalai V. Conference paper
Information Format and Judgment Updating
Marketing Science Conference, Paris, June 1998
Muthukrishnan, Anaimalai V. Conference paper

1997 2

A Judgment Reconstruction Perspective of Post-challenge Brand Evaluations
Association for Consumer Research Conference, Denver, CO, October 1997
Muthukrishnan, Anaimalai V. Conference paper
Comparability and Preference Persistence
Marketing Science Conference, Berkeley, CA, March 1997
Muthukrishnan, Anaimalai V. Conference paper

1996 3

Accountability and Carryover Biases in Survey Research
Academy of Marketing Science Conference, Phoenix, AZ, May 1996
Muthukrishnan, Anaimalai V. Conference paper
Amount and Type of Information and Attitudinal Resistance
Marketing Science Conference, Gainesville, FL, March 1996
Muthukrishnan, Anaimalai V. Conference paper
Decision Ambiguity and Incumbency Advantage
Association for Consumer Research Conference, Tucson, AZ, October 1996
Muthukrishnan, Anaimalai V. Conference paper

1995 1

DECISION AMBIGUITY AND INCUMBENT BRAND ADVANTAGE
JOURNAL OF CONSUMER RESEARCH, v. 22, (1), 1995, JUN, p. 98-109
MUTHUKRISHNAN, AV Article

1994 1

Piecemeal Comparison in Advertising
Marketing Science Conference, Tucson, AZ, March 1994
Muthukrishnan, Anaimalai V. Conference paper

1993 1

Ambiguity and Decision Biases
American Psychological Association Conference, Toronto, Canada, August 1993
Muthukrishnan, Anaimalai V. Conference paper

1991 1

The Role of Product Knowledge in the Evaluation of Brand Extensions
Advances in Consumer Research, v. 18, 1991, p. 407-413
Muthukrishnan, Anaimalai V. Article


No Publications


No Publications


No Publications


No Publications


No Publications






Teaching Assignment

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2021-22 Winter 0 2021-22 Fall 2 2020-21 Summer 0 2020-21 Spring 0 2020-21 Winter 0 2020-21 Fall 0

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MARK4290H Judgment and Decision Making for Marketers
MARK5420 Behavioral Decision Theory


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments






Research Postgraduate (RPG) Supervision From January 2019 to December 2022 (As of 30 January 2022)

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Graduated RPGs

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Doctor of Philosophy VIJAYAKUMAR, Suhas
Marketing( Completed in 2021 )

ZHANG, Li
Marketing( Completed in 2019 )









ProjectsFrom January 2020 to December 2022

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All Projects 1

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No Projects.
Source Dependence and Subjective Probability Valuation Leading


Central Reserve Fund - School-based Initiatives


Project Team (HKUST)
MUTHUKRISHNAN Anaimalai V (Lead)


2019 - 2021