| Delight by design: The role of hedonic versus utilitarian benefits R Chitturi, R Raghunathan, V Mahajan Journal of marketing 72 (3), 48-63, 2008 | 1706 | 2008 |
| Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences R Chitturi, R Raghunathan, V Mahajan Journal of marketing research 44 (4), 702-714, 2007 | 690 | 2007 |
| Product choice and the importance of aesthetic design given the emotion‐laden trade‐off between sustainability and functional performance MG Luchs, J Brower, R Chitturi Journal of Product Innovation Management 29 (6), 903-916, 2012 | 220 | 2012 |
| Emotions by design: A consumer perspective R Chitturi International Journal of Design 3 (2), 2009 | 155 | 2009 |
| The influence of color and shape of package design on consumer preference: The case of orange juice R Chitturi, JC Londono, CA Amezquita International Journal of Innovation and Economic Development 5 (2), 42-56, 2019 | 44 | 2019 |
| Design for synergy with brand or price information R Chitturi, P Chitturi, D Raghavarao Psychology & Marketing 27 (7), 679-697, 2010 | 34 | 2010 |
| Segmentation based on physician behavior: implications for sales forecasting and marketing-mix strategy FJ Carte, R Chitturi Journal of Personal Selling & Sales Management 29 (1), 81-95, 2009 | 34 | 2009 |
| Design for affect: emotional and behavioral consequences of the tradeoffs between hedonic and utilitarian attributes R Chitturi The University of Texas at Austin, 2003 | 14 | 2003 |
| Visual design elements of product packaging: Implications for consumers' emotions, perceptions of quality, and price R Chitturi, JC Londoño, MC Henriquez Color Research & Application 47 (3), 729-744, 2022 | 13 | 2022 |
| Antecedents of brand strength: Perceived hedonic and utilitarian brand benefits R Chitturi Journal of Global Brand Management 4 (2), 2008 | 11 | 2008 |
| Design for Affect: A Core Competency for the 21 Century R Chitturi NIM Marketing Intelligence Review 7 (2), 16-21, 2015 | 9 | 2015 |
| Aesthetics versus function: Assessing relative customer preference R Chitturi, P Chitturi NMIMS Management Review April-May 2016 29 (April-May 2016), 2016 | 4 | 2016 |
| Determinants of perceived value of direct to consumer advertising for prescription drugs: do they vary by disease condition F Carter, T Jambulingam, R Chitturi Journal of Marketing Management 3 (2), 1-20, 2015 | 4 | 2015 |
| Good Aesthetics is Great Business: Do We Know Why? R Chitturi The Psychology of Design, 252-263, 2015 | 4 | 2015 |
| Aesthetics and consumption H Hagtvedt, VM Patrick, W Hutchinson, J Meyers-Levy, J Hoegg, D Dahl, ... Association for Consumer Research, 2008 | 4 | 2008 |
| Form Vs. Function: Emotional and Behavioral Consequences of Hedonic Vs. Functional Tradeoffs R Chitturi, R Raghunathan, V Mahajan ACR Asia-Pacific Advances, 2005 | 3 | 2005 |
| Design, emotions, and willingness to pay R Chitturi Innovation and Strategy, 205-228, 2018 | 1 | 2018 |
| Trading-off sustainability: Choice and willingness-to-pay given a trade-off between sustainability and functional performance MG Luchs, J Brower, R Chitturi Marketing and Public Policy, 24, 2010 | 1 | 2010 |
| Role of nonprice variables in intertier competition K Sivakumar, C Nakata, P Aggarwal, R Chitturi, NT Koukova Journal of Marketing Theory and Practice 17 (4), 351-368, 2009 | 1 | 2009 |
| Emotions by Design: Product Design Benefits, Post-consumption Emotions, and Loyalty R Chitturi, R Raghunathan, V Mahajan Research in Mark ch in Mark ch in Mark ch in Mark ch in Marketing, 2007 | 1 | 2007 |
