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Works by Vijay Viswanathan

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  1.  98
    Redefining neuromarketing as an integrated science of influence.Hans C. Breiter,Martin Block,Anne J. Blood,Bobby Calder,Laura Chamberlain,Nick Lee,Sherri Livengood,Frank J. Mulhern,Kalyan Raman,Don Schultz,Daniel B. Stern,Vijay Viswanathan &Fengqing Zhang -2014 -Frontiers in Human Neuroscience 8.
  2.  97
    Age-related striatal BOLD changes without changes in behavioral loss aversion.Vijay Viswanathan,Sang Lee,Jodi M. Gilman,Byoung Woo Kim,Nick Lee,Laura Chamberlain,Sherri L. Livengood,Kalyan Raman,Myung Joo Lee,Jake Kuster,Daniel B. Stern,Bobby Calder,Frank J. Mulhern,Anne J. Blood &Hans C. Breiter -2015 -Frontiers in Human Neuroscience 9.
  3.  30
    “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing.S. Venus Jin &Vijay Viswanathan -forthcoming -AI and Society:1-15.
    Artificial intelligence (AI)-based virtual influencers are now frequently used by brands in various categories to engage customers. However, little is known about who the followers of these AI-based virtual influencers are and more importantly, what drives the followers to use AI-based virtual influencers. The results from a survey support the notion that compensatory mechanisms and the need to belong play important roles in affecting usage intentions of AI-based virtual influencers. Specifically, the study finds that usage intentions are mediated and moderated (...) by compensatory mechanisms that arise from the perception of AI-based virtual influencers’ functional benefits and existential threats to human identity. Furthermore, the need for belonging moderates the effects of the following status (following versus non-following) on perceived personalization benefits of AI-based virtual influencers and behavioral intentions to use AI-based virtual influencers. This study provides important implications for academia delving into the social, cultural, and philosophical implications of AI-based virtual influencers for human societies as well as for brands that plan to use AI-based virtual influencers and gain a better understanding of their customers in AI-driven digital marketing. (shrink)
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  4.  27
    A Quantitative Relationship between Signal Detection in Attention and Approach/Avoidance Behavior.Vijay Viswanathan,John P. Sheppard,Byoung W. Kim,Christopher L. Plantz,Hao Ying,Myung J. Lee,Kalyan Raman,Frank J. Mulhern,Martin P. Block,Bobby Calder,Sang Lee,Dale T. Mortensen,Anne J. Blood &Hans C. Breiter -2017 -Frontiers in Psychology 8.
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