| Delight by design: The role of hedonic versus utilitarian benefits R Chitturi, R Raghunathan, V Mahajan Journal of marketing 72 (3), 48-63, 2008 | 1039 | 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 | 438 | 2007 |
| Emotions by design: A consumer perspective R Chitturi International Journal of Design 3 (2), 2009 | 90 | 2009 |
| 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 | 85 | 2012 |
| 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 | 27 | 2009 |
| Design for synergy with brand or price information R Chitturi, P Chitturi, D Raghavarao Psychology & Marketing 27 (7), 679-697, 2010 | 24 | 2010 |
| Design for affect: emotional and behavioral consequences of the tradeoffs between hedonic and utilitarian attributes R Chitturi | 13 | 2003 |
| Antecedents of brand strength: Perceived hedonic and utilitarian brand benefits R Chitturi Journal of Global Brand Management 4 (2), 2008 | 7 | 2008 |
| Design for Affect: A core competency for the 21st century R Chitturi GfK Marketing Intelligence Review 7 (2), 16-21, 2015 | 4 | 2015 |
| Good Aesthetics is Great Business: Do We Know Why? R Chitturi The Psychology of Design, 274-285, 2015 | 3 | 2015 |
| 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 | 2 | 2015 |
| Aesthetics and consumption H Hagtvedt, VM Patrick, W Hutchinson, J Meyers-Levy, J Hoegg, D Dahl, ... Advances in Consumer Research, 2008b 36, 810-811, 2008 | 2 | 2008 |
| Delight by Design: The Role of R Chitturi, R Raghunathan, V Mahajan | 2 | 2008 |
| Form Vs. Function: Emotional and Behavioral Consequences of Hedonic Vs. Functional Tradeoffs R Chitturi, R Raghunathan, V Mahajan ACR Asia-Pacific Advances, 2005 | 2 | 2005 |
| 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 |
| Design, Emotions, and Willingness to Pay R Chitturi Innovation and Strategy, 205-228, 2018 | | 2018 |
| Design, Emotions, and Willingness to Pay', Innovation and Strategy R Chitturi Emerald Publishing Limited, 2018 | | 2018 |
| The Influence of Package Design on Consumer Preference R Chitturi, R Castaño, M Cecilia Henriquez-Daza, ... ACR Latin American Advances, 2017 | | 2017 |
| Produktwahl und ästhetisches Design: der emotionsgeladene Trade-off zwischen Nachhaltigkeit und Funktionalität MG Luchs, J Brower, R Chitturi Nachhaltiger Konsum, 239-264, 2016 | | 2016 |
| Aesthetics versus Function: Assessing Relative Customer Preference R Chitturi, P Chitturi NMIMS Management Review April-May 2016 29 (April-May 2016), 2016 | | 2016 |
