Concepedia

Durairaj Maheswaran

DM

44

Publications

11.7K

Citations

35

H-Index

1990

Active since

Affiliations

New York University(Current)

University of Washington

University of Michigan

Durairaj Maheswaran is an author at New York University specializing in management, marketing, and consumer research.

Top concepts

ManagementMarketingConsumer ResearchBehavioral Decision MakingPersuasionBusinessBiasAdvertisingSocial SciencesCognition

Publications per year

1990–2023

44

Publications

44

Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment.

Shelly Chaiken, Durairaj Maheswaran · Journal of Personality and Social Psychology · 1994 · 1.1K citations

Cognitive Biases, Cognitive Science, Behavioral Decision Making +15

Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment.

Shelly Chaiken, Durairaj Maheswaran · Journal of Personality and Social Psychology · 1994 · 1K citations

Behavioral Decision Making, Social Psychology, Cognition +22

The Influence of Message Framing and Issue Involvement

Durairaj Maheswaran, Joan Meyers‐Levy · Journal of Marketing Research · 1990 · 885 citations

Persuasive Technology, Consumer Research, Social Influence +18

Exploring Differences in Males' and Females' Processing Strategies

Joan Meyers‐Levy, Durairaj Maheswaran · Journal of Consumer Research · 1991 · 770 citations

Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations

Durairaj Maheswaran · Journal of Consumer Research · 1994 · 769 citations

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