Temple University cherry "T" logo

School or College Name

Search Keywords

Vinod Venkatraman

Profile Picture of Vinod Venkatraman

Vinod Venkatraman

  • Fox School of Business and Management

    • Marketing

      • Associate Professor

Biography

Dr. Venkatraman joined Temple University in July 2011 after completing his PhD in Psychology and Neuroscience at Duke University. He is currently an Assistant Professor in the Department of Marketing, and also the Associate Director of the Center for Neural Decision Making at the Fox School of Business, Temple University. His research involves the use of behavioral, eye-tracking, neurophysiological and neuroimaging methodologies to study the effects of task environment, state variables, and individual traits on decision preferences and consumer behavior.

Research Interests

  • My research focuses primarily on the processes and mechanisms underlying decision making. I am interested in studying the effects of states
  • traits
  • and context on decision-making strategies using a multi-methodological approach that includes behavioral studies
  • eye tracking
  • neurophysiology (skin conductance and heart rate) and neuroimaging (fMRI). A core objective of my research is to leverage insights from laboratory studies to inform real-world decision preferences in the areas of marketing communications
  • consumer behavior
  • consumer financial decision making
  • and public policy.

Courses Taught

Number

Name

Level

MKTG 3511

Marketing Research

Undergraduate

BA 9806

Integrative Perspectives on Business Knowledge

Graduate

BA 9883

Directed Reading/Study

Graduate

MKTG 9005

Seminar in Judgment and Decision Making

Graduate

Selected Publications

Recent

  • Rosenbaum, G., Venkatraman, V., Steinberg, L., & Chein, J. (2021). Do adolescents always take more risks than adults? A within-subjects developmental study of context effects on decision making and processing. PLoS ONE, 16(8 August). doi: 10.1371/journal.pone.0255102.

  • Venkatraman, V. & Hampton, W. Gray Area: How to Support Older People to Make Better Decisions. Fox Business Review, 1(1), 3-9.

  • Venkatraman, V. A Dynamic Decision-making Framework for Human Behavior.

  • Venkatraman, V. Relative Effectiveness of Print and Digital Advertising: A Memory Perspective.

  • Risky Decision Making: Processing Insights and Variability in Decision Strategies.

  • Venkatraman, V. & Wittenbraker, J. (2020). Disrupting Dual Systems: A Dynamic Decision-making Framework for Human Behavior. MSI working paper series.

  • Venkatraman, V. Disrupting System 1 Thinking: Better Science for Better Marketing.

  • Venkatraman, V. & Beard, E.C. (2020). Neural Correlates of Decision Variables and Strategic Preferences. In Psychological Perspectives on Financial Decision Making (pp. 21-38). doi: 10.1007/978-3-030-45500-2_2.

  • Venkatraman, V. & Wittenbraker, J. (2020). Disrupting Dual Systems: A Dynamic Decision-Making Framework for Human Behavior.

  • Casado-Aranda, L., Venkatraman, V., Sánchez-Fernández, J., & Luque-Martínez, T. (2020). Does Partisan Bias Modulate Neural Processing of Political Information? An Analysis of the Neural Correlates of Corruption and Positive Messages. Political Psychology, 41(1), 145-164. doi: 10.1111/pops.12581.

  • Bhattacharya, S., Kennedy, H., Venkatraman, V., & Funk, D. (2020). How to advertise? Role of congruence and involvement on multiscreen consumption. 40th International Conference on Information Systems, ICIS 2019.

  • Venkatraman, V. & Yoon, S. (2020). Adaptivity in Decision-Making Strategies across Age: Process Insights and Implications. Journal of Marketing Behavior, 4(2-4), 103-132. doi: 10.1561/107.00000067.

  • Venkatraman, V. (2022). Disrupting Dual Systems: A Dynamic Decision-making Framework for Human Behavior. MSI Working Paper Series.

  • Venkatraman, V. Leveraging Consumer Neuroscience Insights for Advertising. Yokohoma, Japan.

  • Venkatraman, V. Decision Strategies and Financial Decision Making. Philadelphia, PA.

  • Leveraging Neuroscience for Business. Pune, India.

  • Leveraging Neuroscience for Business. Duke University, Durham, NC.

  • Reeck, C., Falk, E., Knutson, B., Venkatraman, V., Yoon, C., Clithero, J., Genevsky, A., Huettel, S., Kable, J., Levy, D., Platt, M., Scholz, C., Smidts, A., & Wager, T. (2019). From Individual Decision Making to the Population: Promises and Challenges for Decision Neuroscience.

  • Venkatraman, V. Designing Neuroscience Experiments for Business: Tension between Internal and External Validity. Maryland.

  • Leveraging Neuroscience for Business: A Memory Perspective. Temple University, Philadelphia.

  • Lindgreen, A., Benedetto, C.D., Verdich, C., Vanhamme, J., Venkatraman, V., Pattinson, S., Clarke, A., & Khan, Z. (2019). How to write really good research funding applications. Industrial Marketing Management, 77, 232-239. doi: 10.1016/j.indmarman.2019.02.015.

  • Venkatraman, V. & Reeck, C. (2019). Decision Neuroscience: fMRI Insights into Choice Processes. In A Handbook of Process Tracing Methods: Second Edition (pp. 234-248).

  • (2018). Relative Effectiveness of Print and Digital Advertisements: Implications from Consumer Neuroscience. Ann Arbor, MI.

  • (2018). Neuroforecasting: Converging Evidence, Mechanisms, and Implications. Singapore.

  • Rosenbaum, G., Venkatraman, V., Steinberg, L., & Chein, J. (2018). The influences of described and experienced information on adolescent risky decision making. Developmental Review, 47, 23-43. doi: 10.1016/j.dr.2017.09.003.

  • Yoon, S., Vo, K., & Venkatraman, V. (2017). Variability in Decision Strategies Across Description-based and Experience-based Decision Making. Journal of Behavioral Decision Making, 30(4), 951-963. doi: 10.1002/bdm.2009.

  • Venkatraman, V. & Yoon, S. To Choose or to Reject: The Asymmetric Effect of Decision Frames on Subsequent Preferences. San Diego, CA.

  • Yoon, S. & Venkatraman, V. (2017). Choosing versus rejecting: The effect of decision modes on subsequent preferences. Palo Alto, CA.

  • Hampton, W., Alm, K., Venkatraman, V., Nugiel, T., & Olson, I. (2017). Dissociable frontostriatal white matter connectivity underlies reward and motor impulsivity. NeuroImage, 150, 336-343. doi: 10.1016/j.neuroimage.2017.02.021.

  • Li, R., Smith, D., Clithero, J., Venkatraman, V., Carter, R., & Huettel, S. (2017). Reason’s enemy is not emotion: Engagement of cognitive control networks explains biases in gain/loss framing. Journal of Neuroscience, 37(13), 3588-3598. doi: 10.1523/JNEUROSCI.3486-16.2017.

  • (2017). Consumer Neuroscience: Moving Beyond Hype. Singapore.