A. V. Muthukrishnan

Consumer Control and Empowerment: A Primer

Luc Wathieu, Lyle Brenner, Ziv Carmon et al. · Marketing Letters · 2002 · 390 citations

Social Sciences, Marketing, Marketing Management +11

Consumer Sequential Search: Not Enough or Too Much?

Rami Zwick, Amnon Rapoport, Alison King Chung Lo et al. · Marketing Science · 2003 · 186 citations

Social Sciences, Decision Sciences, Psychology +15

Search and Alignment in Judgment Revision: Implications for Brand Positioning

Michel Tuan Pham, A. V. Muthukrishnan · Journal of Marketing Research · 2002 · 129 citations

Business, Marketing, Marketing Management +13

Decision Ambiguity and Incumbent Brand Advantage

A. V. Muthukrishnan · Journal of Consumer Research · 1995 · 102 citations

Management, Marketing, Marketing Management +15

Ambiguity Aversion and the Preference for Established Brands

A. V. Muthukrishnan, Luc Wathieu, Alison Jing Xu · Management Science · 2009 · 93 citations

Business, Decision Sciences, Social Psychology +13