Krishnamurthy, Parthasarathy and Sonja Prokopec (Forthcoming), “Resisting that Triple Chocolate Cake: Mental Budgets and Self-control,” Journal of Consumer Research.
Gelb, Betsy D., and Parthasarathy Krishnamurthy (2008), “Protect Your Product’s ‘Look and Feel’ from Imitators,” in Harvard Business Review (October), 36.
Syam, Niladri, Parthasarathy Krishnamurthy, and James Hess (2008), “That’s What I Thought I Wanted? Models of Miswanting and Regret of Custom Products,” Marketing Science, Vol. 27 (3), 379-397.
Sarah T. Hawley, Robert J Volk, Partha Krishnamurthy, Maria Jibaja-Weiss, Sally W. Vernon, Suzanne Kneuper, “Preferences for Colorectal Cancer Screening Among Racially/Ethnically Diverse Primary Care Patients.” Medical Care. 46(9) Supplement 1:S10-S16, September 2008.
Nagpal, Anish and Parthasarathy Krishnamurthy (2008), “Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility,” Journal of Consumer Research, February 2008, Vol. 34, No. 5: pp. 696-705.
Magdalena Cismaru, Anish Nagpal and Parthasarathy Krishnamurthy (2008), “The Role of Cost and Response-Efficacy in Persuasiveness of Health Recommendations,” Journal of Health Psychology.