A. V. Muthukrishnan

1.3k total citations
26 papers, 988 citations indexed

About

A. V. Muthukrishnan is a scholar working on General Decision Sciences, Marketing and Sociology and Political Science. According to data from OpenAlex, A. V. Muthukrishnan has authored 26 papers receiving a total of 988 indexed citations (citations by other indexed papers that have themselves been cited), including 13 papers in General Decision Sciences, 12 papers in Marketing and 8 papers in Sociology and Political Science. Recurrent topics in A. V. Muthukrishnan's work include Decision-Making and Behavioral Economics (13 papers), Economic and Environmental Valuation (7 papers) and Consumer Behavior in Brand Consumption and Identification (7 papers). A. V. Muthukrishnan is often cited by papers focused on Decision-Making and Behavioral Economics (13 papers), Economic and Environmental Valuation (7 papers) and Consumer Behavior in Brand Consumption and Identification (7 papers). A. V. Muthukrishnan collaborates with scholars based in Hong Kong, United States and France. A. V. Muthukrishnan's co-authors include Michel Tuan Pham, Luc Wathieu, Amitava Chattopadhyay, Amnon Rapoport, Rami Zwick, Frank R. Kardes, Ziv Carmon, Aimée Drolet, Rebecca K. Ratner and John T. Gourville and has published in prestigious journals such as Management Science, Journal of Marketing Research and Journal of Consumer Research.

In The Last Decade

A. V. Muthukrishnan

26 papers receiving 881 citations

Peers — A (Enhanced Table)

Peers by citation overlap · career bar shows stage (early→late) cites · hero ref

Name h Career Trend Papers Cites
A. V. Muthukrishnan Hong Kong 14 585 340 186 171 151 26 988
Timothy B. Heath United States 17 718 1.2× 325 1.0× 186 1.0× 348 2.0× 258 1.7× 38 1.2k
Erica Mina Okada United States 10 988 1.7× 385 1.1× 253 1.4× 217 1.3× 131 0.9× 12 1.4k
Sung Youl Jun South Korea 9 1.0k 1.8× 569 1.7× 326 1.8× 144 0.8× 187 1.2× 27 1.4k
Ryan Hamilton United States 12 778 1.3× 414 1.2× 257 1.4× 81 0.5× 90 0.6× 32 1.2k
Devon DelVecchio United States 15 1.0k 1.7× 395 1.2× 383 2.1× 95 0.6× 151 1.0× 26 1.3k
Manoj Thomas United States 13 600 1.0× 192 0.6× 67 0.4× 282 1.6× 223 1.5× 48 1.1k
Andrew D. Gershoff United States 14 621 1.1× 494 1.5× 134 0.7× 95 0.6× 51 0.3× 32 989
Gabriel Biehal United States 14 860 1.5× 490 1.4× 226 1.2× 147 0.9× 107 0.7× 21 1.3k
Susan Powell Mantel United States 16 963 1.6× 525 1.5× 474 2.5× 125 0.7× 85 0.6× 27 1.6k
Karen Gedenk Germany 10 1.2k 2.1× 300 0.9× 285 1.5× 68 0.4× 271 1.8× 24 1.4k

Countries citing papers authored by A. V. Muthukrishnan

Since Specialization
Citations

This map shows the geographic impact of A. V. Muthukrishnan's research. It shows the number of citations coming from papers published by authors working in each country. You can also color the map by specialization and compare the number of citations received by A. V. Muthukrishnan with the expected number of citations based on a country's size and research output (numbers larger than one mean the country cites A. V. Muthukrishnan more than expected).

Fields of papers citing papers by A. V. Muthukrishnan

Since Specialization
Physical SciencesHealth SciencesLife SciencesSocial Sciences

This network shows the impact of papers produced by A. V. Muthukrishnan. Nodes represent research fields, and links connect fields that are likely to share authors. Colored nodes show fields that tend to cite the papers produced by A. V. Muthukrishnan. The network helps show where A. V. Muthukrishnan may publish in the future.

Co-authorship network of co-authors of A. V. Muthukrishnan

This figure shows the co-authorship network connecting the top 25 collaborators of A. V. Muthukrishnan. A scholar is included among the top collaborators of A. V. Muthukrishnan based on the total number of citations received by their joint publications. Widths of edges represent the number of papers authors have co-authored together. Node borders signify the number of papers an author published with A. V. Muthukrishnan. A. V. Muthukrishnan is excluded from the visualization to improve readability, since they are connected to all nodes in the network.

All Works

20 of 20 papers shown
1.
Chark, Robin, Vincent Mak, & A. V. Muthukrishnan. (2019). The premium as informational cue in insurance decision making. Theory and Decision. 88(3). 369–404. 5 indexed citations
2.
Muthukrishnan, A. V.. (2015). Persistent Preferences in Market Place Choices: Brand Loyalty, Choice Inertia, and Something in Between. RePEc: Research Papers in Economics. 9(1). 1–82. 4 indexed citations
3.
Muthukrishnan, A. V. & Robin Chark. (2014). Choice set induced conflict, deliberation, and persistent preference. Marketing Letters. 26(4). 437–448. 1 indexed citations
4.
Chark, Robin & A. V. Muthukrishnan. (2013). The effect of physical possession on preference for product warranty. International Journal of Research in Marketing. 30(4). 424–425. 12 indexed citations
5.
Muthukrishnan, A. V., Luc Wathieu, & Alison Jing Xu. (2009). Ambiguity Aversion and the Preference for Established Brands. Management Science. 55(12). 1933–1941. 59 indexed citations
6.
Muthukrishnan, A. V. & Amitava Chattopadhyay. (2007). Just Give Me Another Chance: The Strategies for Brand Recovery from a Bad First Impression. Journal of Marketing Research. 44(2). 334–345. 23 indexed citations
7.
Muthukrishnan, A. V. & Luc Wathieu. (2007). Ambiguity Aversion and the Power of Established Brands. SSRN Electronic Journal. 1 indexed citations
8.
Muthukrishnan, A. V. & Luc Wathieu. (2007). Superfluous Choices and the Persistence of Preference. Journal of Consumer Research. 33(4). 454–460. 13 indexed citations
9.
Muthukrishnan, A. V., et al.. (2005). On the Conditions Under Which Experience and Motivation Accentuate Bias in Intuitive Judgment. 139. 8 indexed citations
10.
Wathieu, Luc, A. V. Muthukrishnan, & Bart J. Bronnenberg. (2004). The Asymmetric Effect of Discount Retraction on Subsequent Choice. Journal of Consumer Research. 31(3). 652–657. 25 indexed citations
11.
Pham, Michel Tuan & A. V. Muthukrishnan. (2002). Search and Alignment in Judgment Revision: Implications for Brand Positioning. Journal of Marketing Research. 39(1). 18–30. 104 indexed citations
12.
Wathieu, Luc, Lyle Brenner, Ziv Carmon, et al.. (2002). Consumer Control and Empowerment: A Primer. Marketing Letters. 13(3). 297–305. 274 indexed citations
13.
Zwick, Rami, et al.. (2001). Consumer Search: Not Enough or Too Much?. SSRN Electronic Journal. 21 indexed citations
14.
Muthukrishnan, A. V., et al.. (2001). Does Greater Amount of Information Always Bolster Attitudinal Resistance?. Marketing Letters. 12(2). 131–144. 11 indexed citations
15.
Nedungadi, Prakash, Amitava Chattopadhyay, & A. V. Muthukrishnan. (2001). Category structure, brand recall, and choice. International Journal of Research in Marketing. 18(3). 191–202. 44 indexed citations
16.
Muthukrishnan, A. V., et al.. (1999). Comparison Opportunity and Judgment Revision. Organizational Behavior and Human Decision Processes. 80(3). 228–251. 15 indexed citations
17.
Muthukrishnan, A. V. & Sridhar N. Ramaswami. (1999). Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission‐Detection Framework. Journal of Consumer Research. 26(1). 70–84. 25 indexed citations
18.
Muthukrishnan, A. V.. (1995). Decision Ambiguity and Incumbent Brand Advantage. Journal of Consumer Research. 22(1). 98–98. 73 indexed citations
19.
Muthukrishnan, A. V. & Barton A. Weitz. (1991). Role of Product Knowledge in Evaluation of Brand Extension. ACR North American Advances. 37 indexed citations
20.
Muthukrishnan, A. V.. (1991). The Role of Product Knowledge in the Evaluation of Brand Extensions. Advances in consumer research. 18. 407. 18 indexed citations

Rankless uses publication and citation data sourced from OpenAlex, an open and comprehensive bibliographic database. While OpenAlex provides broad and valuable coverage of the global research landscape, it—like all bibliographic datasets—has inherent limitations. These include incomplete records, variations in author disambiguation, differences in journal indexing, and delays in data updates. As a result, some metrics and network relationships displayed in Rankless may not fully capture the entirety of a scholar's output or impact.

Explore authors with similar magnitude of impact

Breakdown of academic impact, for papers by Timothy B. Heath Breakdown of academic impact, for papers by Erica Mina Okada Breakdown of academic impact, for papers by Sung Youl Jun Breakdown of academic impact, for papers by Ryan Hamilton Breakdown of academic impact, for papers by Devon DelVecchio Breakdown of academic impact, for papers by Manoj Thomas Breakdown of academic impact, for papers by Andrew D. Gershoff Breakdown of academic impact, for papers by Gabriel Biehal Breakdown of academic impact, for papers by Susan Powell Mantel Breakdown of academic impact, for papers by Karen Gedenk
Rankless by CCL
2026