Durairaj Maheswaran

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Influence of Accuracy Motivated Information Processing on the Evaluation of Multiple Gains and Losses

Dorothea Schaffner, Andreas Herrmann, Durairaj Maheswaran, 2007 .

When More May Be Less:The Effects of Regulatory Focus on Responses to Maximal/Minimal Comparative Frames

Shailendra Pratap Jain, Durairaj Maheswaran, Nidhi Agrawal, 2007 .

Motivational and Cultural Variations in Mortality Salience Effects: Contemplations on Terror Management Theory and Consumer Behavior

Durairaj Maheswaran, Nidhi Agrawal, D. Maheswaran, 2004 .

For Better or For Worse? Valenced Comparative Frames and Regulatory Focus

Durairaj Maheswaran, Nidhi Agrawal, S. Jain, 2007 .

The psychology of appraisal: : Specific emotions and decision-making

Durairaj Maheswaran, Nidhi Agrawal, D. Maheswaran, 2015 .

Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments.

Shelly Chaiken, Durairaj Maheswaran, Diane M. Mackie, 1992 .

The Influence of Consumers’ Lay Theories on Approach/Avoidance Motivation

Durairaj Maheswaran, Pragya Mathur, D. Maheswaran, 2009 .

Motivated Reasoning in Outcome-Bias Effects

Durairaj Maheswaran, Nidhi Agrawal, D. Maheswaran, 2005 .

Gender Differences in Adolescent Compulsive Consumption

Maureen Morrin, Durairaj Maheswaran, F. Robert Shoaf, 1995 .

MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion

Gita Venkataramani Johar, Laura A. Peracchio, Durairaj Maheswaran, 2006 .

Comparative Advertising in the Global Marketplace: The Effects of Cultural Orientation on Communication

Durairaj Maheswaran, D. Maheswaran, Zeynep Gürhan-Canli, 2000 .

Cultural Variations in Country of Origin Effects

Durairaj Maheswaran, D. Maheswaran, Zeynep Gürhan-Canli, 2000 .

Comparative Versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability

Durairaj Maheswaran, Bruce Buchanan, D. Maheswaran, 2000 .

The Effects of Extensions on Brand Name Dilution and Enhancement

Durairaj Maheswaran, D. Maheswaran, Zeynep Gürhan-Canli, 1998 .

Mapping Attitude Formation as a Function of Information Input: Online Processing Models of Attitude Formation

Maureen Morrin, James Jaccard, Durairaj Maheswaran, 2002 .