| Raghunath S Rao, Julie R. Irwin, and Liu, Zhuping. 2020. Flying with a Net and Without: Preventative Devices and Self-Control. International Journal of Research in Marketing 37(3), 521-543. |
| Jianqiang Zhang, Zhuping Liu, and Raghunath S Rao. 2018. Flirting with the Enemy: Online Competitor Referral and Entry-Deterrence. Quantitative Marketing and Economics 16(2), 209-249. |
| Richard Schaefer, Raghunath S Rao, and Vijay Mahajan. 2018. Marketing Self-Improvement Programs for Self-Signaling Consumers. Marketing Science 37(6), 912-929. |
| William M. Hedgcock, Raghunath S Rao, and Haipeng (Allan) Chen. 2016. Choosing to Choose: The Effects of Decoys and Prior Choice on Deferral. Management Science 62(10), 2952-2976. |
| Sunil Kishore, Raghunath S Rao, Om Narasimhan, and George John. 2013. Bonuses vs. Commissions: A Field Study. Journal of Marketing Research 50(3), 317-333. |
| Raghunath S Rao and Richard Schaefer. 2013. Conspicuous Consumption and Dynamic Pricing. Marketing Science 32(5), 786-804. |
| Jungkeun Kim, Raghunath S Rao, Kyeongheui Kim, and Akshay Rao. 2011. More or Less: A Model and Empirical Evidence on Preferences for Under and Over Payment in Trade-in Transactions. Journal of Marketing Research 48(1), 157-171. |
| Ritesh Saini, Raghunath S Rao, and Ashwani Monga. 2010. Is that Deal Worth My Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain. Journal of Marketing 74(1). |
| Raghunath S Rao, Om Narasimhan, and George John. 2009. Understanding the Role of Trade-ins in Durable Goods Markets: Theory and Evidence. Marketing Science 28(5). |
| Raghunath S Rao, Rajesh K. Chandy, and Jaideep C. Prabhu. 2008. The Fruits of Legitimacy: Why Some New Ventures Gain More from Innovation Than Others. Journal of Marketing 72, 58-75. |