Akshay R. Rao, Full List of Publications

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Volumes

Advances in Consumer Research (2005), Geeta Menon and Akshay R. Rao, eds. Vol. 32. Duluth, MN: Association for Consumer Research.

Journal Publications

"Aristotle's Anxiety: Choosing Among Methods to Study Choice," William Hedgcock and Akshay R. Rao, Journal of Marketing Research (February 2009).
"It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion," Hakkyun Kim, Akshay R. Rao, and Angela Lee, Journal of Consumer Research (April 2009).
"Trade-off Aversion as an Explanation for the Attraction Effect: A functional Magnetic Resonance Imaging Study," William Hedgcock and Akshay R. Rao, Journal of Marketing Research (February 2009).
"Could Ralph Nader's Entrance and Exit Have Helped Al Gore? The Impact of Decoy Dynamics on Consumer Choice," William Hedgcock, Akshay R. Rao, and Haipeng (Allan) Chen, Journal of Marketing Research (forthcoming June 2009).
"When Two and Two is Not Equal to Four: Errors in Processing Multiple Percentage Changes," Haipeng Chen and Akshay R. Rao, Journal of Consumer Research (October 2007).
“Domain-Based Asymmetry in Expectations of the Future,” Ashwani Monga and Akshay R. Rao, Organizational Behavior and Human Decision Processes (May 2006).
“The Quality of Price as a Quality Cue,” Akshay R. Rao, Journal of Marketing Research (Nov. 2005).
“Cultural Differences in Consumer Impatience,” Haipeng Chen, Sharon Ng, and Akshay R. Rao, Journal of Marketing Research (Aug. 2005).
“The Price of Launching a New Product: Empirical Evidence on Factors Affecting the Relative Magnitude of Slotting Allowances,” Akshay R. Rao and Humaira Mahi, Marketing Science (Spring 2003). Vol. 22, No. 2, p. 246-268.
“Close Encounters of Two Kinds: False Alarms and Dashed Hopes,” Haipeng Chen and Akshay R. Rao, Marketing Science (Spring 2002). Vol. 21, No. 2, p. 160-177.
“No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality,” Amna Kirmani and Akshay R. Rao, Journal of Marketing (April 2000). P. 66-79. Maynard Award winning paper.
“How to Fight a Price War,” Akshay R. Rao, Mark E. Bergen, and Scott Davis, Harvard Business Review (March/April 2000). p. 107-120. Reprinted in Harvard Business Review on Marketing (2002), p. 41-68.
“Signaling Unobservable Product Quality through a Brand Ally,” Akshay R. Rao, Lu Qu, and Robert W. Ruekert, Journal of Marketing Research (1999). Vol. 36, No. 2, p. 258-268.
“Causes and Consequences of Price Premiums,” Akshay R. Rao and Kent B. Monroe, Journal of Business (Oct. 1996). P. 511-536.
“Variations in the Contractual Terms of Cooperative Advertising Contracts: An Empirical Investigation,” Shantanu Dutta, Mark E. Bergen, George John, and Akshay R. Rao, Marketing Letters (1995). Vol. 6, No. 1, p. 15-22.
“Brand Alliances as Signals of Product Quality,” Akshay R. Rao and Robert W. Ruekert, MIT Sloan Management Review (Fall 1994). P. 87-97.
“Price Premium Variations as a Consequence of Buyers’ Lack of Information,” Akshay R. Rao and Mark E. Bergen, Journal of Consumer Research (Dec. 1992). Vol. 19, p. 412-423.
“The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions,” Terry L. Childers and Akshay R. Rao, Journal of Consumer Research (Sept. 1992). Vol. 19, p. 198-211. Reprinted in Consumer Behavior: Presentation of Selected Articles (2000), Joel Bree, ed., Economia, and Consumer Behaviour (2005), Margaret Hogg, ed., SAGE Publications.
“The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined,” Akshay R. Rao and Wanda A. Sieben, Journal of Consumer Research (Sept. 1992). Vol. 19, p. 256-270.
“The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review,” Akshay R. Rao and Kent B. Monroe, Journal of Marketing Research (Aug. 1989). Vol. 26, p. 351-357.
“The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations,” Akshay R. Rao and Kent B. Monroe, Journal of Consumer Research (Sept. 1988). Vol. 15, p. 253-264. Ferber Award winning paper.

Proceedings, Book Chapters, Conference Presentations, Other Publications

“Why Consumers Rely on Affect in the Distant Future: Effects of Temporal Construal in Affective Situations,” Hakkyun Kim and Akshay R. Rao, in Advances in Consumer Research (2006). Connie Pechman and Linda Price, eds. Duluth, MN: Association for Consumer Research.
“The Ralph Nader Effect: Decoy Disappearance and the Attraction Effect,” with William Hedgcock, poster presented at the Society for Judgment and Decision Making Conference, 2004.

“Strategic Brand Alliances,” Akshay R. Rao, Journal of Brand Management (1997). Vol. 5, No. 2, p. 111-119.
“The Price of Quality,” Akshay R. Rao, Pricing Strategy & Practice: An International Journal (1993). Vol. 1, No. 2, p. 4-15. Bradford, West Yorkshire: MCB University Press.
“Alliances de Marques,” Robert W. Ruekert, Akshay R. Rao, and Christophe Benavent, Decisions Marketing (Jan.-April 1994). Vol. 1. Association Francaisdu Marketing.
“Children’s Susceptibility to Peer Group Purchase Influence: An Exploratory Investigation,” Gwen R. Bachman, Deborah Roedder John, and Akshay R. Rao, Advances in Consumer Research (1992), Vol. 19. Michael L. Rothschild and Leigh McAlister, eds. p. 463-468.
“Information Examination Patterns as a Function of Information Type and Dimension of Consumer Expertise: Some Exploratory Findings,” Akshay R. Rao and Eric M. Olson, in Advances in Consumer Research, Vol. 17 (1990). Gerald J. Gorn, Richard W. Pollay and Marvin E. Goldberg, eds. P. 361-366.
“The Relationship Between Price and Purchase Intention: Some Preliminary Findings,” Akshay R. Rao, Proceedings of the AMA Winter Conference (1989), Terry L. Childers, ed. Chicago, IL: American Marketing Association. p. 176-179.
“Toward a Theory of New Product Pricing,” Kent B. Monroe, Akshay R. Rao, and Joseph D. Chapman, in Contemporary Views on Marketing Practice (1987), Gary L. Frazier and Jagdish N. Sheth, eds. Lexington, MA: D. C. Heath. P. 201-213.
“Characterizing Market Segments for a General Aviation Airport” Kenneth D. Bahn and Akshay R. Rao, in Developments in Marketing Science (May 1986). Vol. 9, p. 308-312.
“Adoption of New Services – Consumer Versus Organizational Buyer Attitudes and Intentions: An Exploratory Study,” Kenneth D. Bahn, Akshay R. Rao, and Richard Werbel, in Developments in Marketing Science (May 1986). Vol. 9, p. 313-315.