| Jeffrey Loewenstein, Rajagopal Raghunathan, and Heath, Chip. 2011. The Repetition-Break Plot Structure Makes Effective Television Advertisements. Journal of Marketing 75(5), 105-119. |
| Michael Luchs, Rebecca Naylor, Julie R. Irwin, and Rajagopal Raghunathan. 2010. The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference. Journal of Marketing 74(5), 18-31. |
| Ravi Chiturri, Rajagopal Raghunathan, and Viijay Mahajan. 2008. Delight By Design: The Role of Hedonic Vs. Utilitarian Benefits. Journal of Marketing 72, 48-63. |
| Rajagopal Raghunathan. 2008. Tracing the Evolution of the Experience Economy: It's Past, Present and Future, in Brandbook on Brand and Experience Management, Bernd Schmitt, ed. |
| Ravi Chitturi, Rajagopal Raghunathan, and Mahajan, Vijay. 2007. Form Versus Function: How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Tradeoffs Mediate Product Preferences. Journal of Marketing Research 44, 702-14. |
| Rajagopal Raghunathan, Michel T. Pham, and Kim P. Corfman. 2006. Informational Properties of Anxiety and Sadness, and Displaced Coping. Journal of Consumer Research 32, 596-602. |
| Rajagopal Raghunathan and Kim P. Corfman. 2006. Is Happiness Shared Doubled and Sadness Shared Halved?: Social Influence on the Enjoyment of Hedonic Experiences. Journal of Marketing Research 43, 386-394. |
| Rebecca W. Naylor, Rajagopal Raghunathan, and Suresh Ramanathan. 2006. Promotions Spontaneously induce a Positive Evaluative Response. Journal of Consumer Psychology 16, 295-305. |
| Rajagopal Raghunathan and Wayne D. Hoyer. 2006. The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment and Choice of Food Products. Journal of Marketing 70, 170-184. |
| Sridhar Balasubramanian, Rajagopal Raghunathan, and Vijay Mahajan. 2005. Consumers in Multiple Channel Environment: Product Utility, Process Utility and Channel Choice. Journal of Interactive Marketing 19(2), 12-30. |
| Rebecca E. Walker and Rajagopal Raghunathan. 2004. Competitive Paper Session: Sales and Service Issues. Advances in Consumer Research 31, 198-214. |
| Rajagopal Raghunathan and Kim P. Corfman. 2004. Sadness as Pleasure-Seeking Prime, Anxiety as Attentiveness Prime: The “Different Affect Different Effect (DADE) Model. Motivation and Emotion 28(1), 23-41. |
| Mark I. Alpert and Rajagopal Raghunathan. 2003. Psychometrics of Hotel Service Quality: Comparative Factor Structures of Alternative Market Segments. International Business and Economics Research Journal 2(9), 33-40. |
| Aaron Rochlen, Christopher Blazina, and Rajagopal Raghunathan. 2002. Gender Role Conflict, Attitudes Toward Career Counseling, Career Decision-Making and Perceptions of Career Counseling Advertising Brochures. Psychology of Men and Masculinity 3(3), 122-134. |
| Rajagopal Raghunathan and Yaacov Trope. 2002. Walking the Tightrope Between Feeling Good and Being Accurate: Mood as a Resource in Processing Persuasive Messages. Journal of Personality and Social Psychology 83(3) Sept, 510-525. |
| Yaacov Trope, Melissa Ferguson, and Rajagopal Raghunathan. 2001. Mood as a Resource in Processing Self-relevant Information, in Handbook of Affect and Social Cognition, J. P. Forgas, ed. Mahwah, NJ: Erlbaum, 257-272. |
| Rajagopal Raghunathan and Julie R. Irwin. 2001. Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation Effects in Judgments of Predicted Happiness with Target Product. Journal of Consumer Research 28(3), 355-368. |
| Rajagopal Raghunathan and Michel Tuan Pham. 1999. All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness on Decision Making. Organizational Behavior and Human Decision Processes 71(1), 56-77. |
| Rajagopal Raghunathan, Luchs, Michael, Naylor, Walker, Rebecca, and Irwin, Julie R.. Is There an Expected Trade-off Between a Product's Ethical Value and Its Effectiveness? Exposing Latent Intuitions and Ethical Products, in 34, North American Conference Proceedings, 357-358. |