*All underlined titles link to the full text of the piece.

• Brands and Brand Management: Contemporary Research Perspectives, Barbara Loken, Rohini Ahluwalia, and Michael J. Houston, eds. Psychology Press (in press).
   
• "Traveling the Paths to Brand Loyalty," Rohini Ahluwalia and Andrew M. Kaikati, in Barbara Loken, Rohini Ahluwalia, and Michael J. Houston (eds), Brands and Brand Management: Contemporary Research Persepectives. Psychology Press (in press).
   
• "The Role of Brand Personality and Consumer Attachment Style in Strengthening Brand Relationships," with Vanitha Swaminathan and Karen Stilley, Advances in Consumer Research. Forthcoming 2009.
   
• "When Brand Personality Matters: The Moderating Role of Attachment Styles," Vanitha Swaminathan, Karen M. Stilley, and Rohini Ahluwalia, Journal of Consumer Research (April 2009).
   
• “Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinational versus Local Firms,” Aradhna Krishna and Rohini Ahluwalia, Journal of Consumer Research (December 2008).
   
• “What Do You Think: The Role of Others’ Opinions in the Marketplace,” Rohini Ahluwalia, in Angela Lee and Dilip Soman, eds., Advances in Consumer Research (forthcoming 2008).
   
• “How Far Can a Brand Stretch? Understanding the Role of Self-Construal,” Rohini Ahluwalia, Journal of Marketing Research (June 2008).
   
• “International Education Experience and Intercultural Competence,” Julia Shaftel, Timothy Shaftel, and Rohini Ahluwalia, International Journal of Business & Economics (Fall 2007).
   
• “An Examination of Different Explanations for the Mere Exposure Effect,” Xiang Fang, Surendra Singh, and Rohini Ahluwalia, Journal of Consumer Research (June 2007).
   
• “It Matters Who You Are: New Perspectives on the Role of Individual Differences in Brand Behaviors and Evaluations,” Rohini Ahluwalia, in Connie Pechmann and Linda Price, eds., Advances in Consumer Research (2006).
   
• “The Role of Consumer Inferences About Price Discounts in Influencing Switching Behavior,” Beomjoon Choi and Rohini Ahluwalia, in Connie Pechmann and Linda Price, eds., Advances in Consumer Research (2006).
   
• “Negativity in the Evaluation of Political Candidates,” Jill G. Klein and Rohini Ahluwalia, Journal of Marketing (January 2005).
   
• “Negativity in the Evaluation of Political Candidates: Extended Abstract,” Jill Klein and Rohini Ahluwalia, in Akshay Rao and Geeta Menon, eds., Advances in Consumer Research (2005).
   
• “Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions,” Rohini Ahluwalia and Robert E. Burnkrant, Journal of Consumer Research (June 2004).
   
• “How Prevalent is the Negativity Effect in Consumer Environments?” Rohini Ahluwalia, Journal of Consumer Research (September 2002).
   
• “Understanding Processes Underlying Consumer Inferences,” Zeynep Gurhan-Canli and Rohini Ahluwalia, in Susan Broniarczyk and Kent Nakamoto, eds., Advances in Consumer Research (2002).
   
• “The Moderating Role of Commitment on the Spillover Effect of Marketing Communications,” Rohini Ahluwalia, H. Rao Unnava, and Robert E. Burnkrant, Journal of Marketing Research (November 2001).
   
• “An Integrative Model of Market-Related Negative Information Processing: The Context of Negative Publicity,” Rohini Ahluwalia, Robert E. Burnkrant, and H. Rao Unnava, Journal of Marketing Research (May 2000).
   
• “Examination of Psychological Processes Underlying Resistance to Persuasion,” Rohini Ahluwalia, Journal of Consumer Research (September 2000).
   
• “The Effect of Extensions on the Core Brand Evaluation: An Accessibility-Diagnosticity Perspective,” Rohini Ahluwalia and Zeynep Gurhan-Canli, Journal of Consumer Research (December 2000).
   
• “On the Persuasiveness of Negative Information: Limitations to the Negativity Effect,” Rohini Ahluwalia, in Steven Hoch and Robert Meyer, eds., Advances in Consumer Research (2000).
   
• “Cognitive and Relational Perspectives on Brand Equity,” Rohini Ahluwalia and Zeynep Gurhan-Canli, in E. Arnould and L. Scott, eds., Advances in Consumer Research (1999).
   
• “For Better or For Worse: The Effect of Positive and Negative Disconfirmatory Information in the Marketplace,” Rohini Ahluwalia and Zeynep Gurhan, in J. Alba and W. Hutchinson, eds., Advances in Consumer Research (1998).
   
• “The Effects of Negative Information in the Political and Marketing Arenas: Exceptions to the Negativity Effect,” Rohini Ahluwalia and Baba Shiv, in M. Brucks and D.J. MacInnis, eds., Advances in Consumer Research (1997).