Massey campuses are closed at Alert Level 4. Massey COVID-19 information.

Dr Vishnu Ramachandran Girija staff profile picture

Contact details +6449793655

Dr Vishnu Ramachandran Girija

Senior Lecturer

School of Communication, Journalism and Marketing

Vishnu is one of the founder members of the Centre for Research in Marketing and Consumer Psychology (CRMC), a research centre at Reykjavik University focusing on healthy food marketing and tourism. The CRMC works in collaboration with The Behavioral Lab at Westerdals Oslo School of Arts, Communication and Technology in Oslo, UiT-The Arctic University of Norway, Harstad campus, and Consumer Behavior Analysis Research Group (CBAR) at Cardiff University. Vishnu's research proposals written together with Prof. Valdimar Sigurdsson at Reykjavik University have been successful in receiving funding from The Icelandic Research Center (2016-2018), Icelandair (2017, 2016, 2015, 2014), Fisheries Iceland (Samtök Fyrirtækja í Sjávarútvegi, SFS; 2017, 2016), Eimskip (2017), and ISAVIA (2015).

Vishnu has delivered papers at numerous international conferences conducted by reputed organisations such as the European Marketing Academy (EMAC), INFORMS Marketing Science, Global Innovation and Knowledge Academy (GIKA), and Association for Behavior Analysis International (ABAI), and have presented his work at a highly reputed doctoral colloquium organised by EMAC. He currently serves as an ad-hoc reviewer for the Journal of Business Research, Information Technology & People, Managerial and Decision Economics, and Perspectives on Behavior Science (Behavior Analyst), as a Legate in the Global Innovation and Knowledge Academy (GIKA), and as a climber community member at the European Marketing Academy (EMAC). Vishnu has reviewed papers for GIKA conferences and also served as session chairs for the 39th Annual ISMS Marketing Science Conference, and the 43rd EMAC Annual Conference.

Vishnu Menon has both engineering and marketing experience, working for international organisations. His research interests are in the fields of digital marketing, behavioural consumer psychology. 

More about me...View less...

Professional

Contact details

  • Ph: +64 4 979 3655
    Location: 5F48
    Campus: Wellington

Research Expertise

Research Interests

Vishnu's multidisciplinary research interest combines marketing, psychology, and economics and focuses on understanding consumer behaviour in a digital environment using a behavioural perspective. Investigating the relationship between “digital” consumer behaviour and its environmental contingencies is the general goal of his research. How and why does a consumer make particular choices, how does attention affect these choices, and what are their paths to purchase etc., are the central questions that drive most of his research activities. For answering these questions, he favours choice based experiments where traditional survey techniques are supplemented using observational, real-time methods such as conjoint analysis and eye-tracking.

Area of Expertise

Field of research codes
Commerce, Management, Tourism And Services (150000): Consumer-Oriented Product or Service Development (150501): Marketing (150500): Marketing Measurement (150504): Marketing Theory (150506)

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 1 0

Research Outputs

Journal

Menon, RGV. (2020). The marketing firm: Recent theoretical and empirical developments. Managerial and Decision Economics. 41(2), 161-163
[Journal article]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Larsen, NM., Alemu, MH., Gallogly, JK., Menon, RGV., & Fagerstrøm, A. (2020). Assisting sustainable food consumption: The effects of quality signals stemming from consumers and stores in online and physical grocery retailing. Journal of Business Research. 112, 458-471
[Journal article]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., Larsen, NM., Fagerstrøm, A., Sørensen, H., Marteinsdottir, HG., . . . Foxall, GR. (2019). How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management. 79
[Journal article]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., Hallgrímsson, AG., Larsen, NM., & Fagerstrøm, A. (2018). Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements. Journal of Promotion Management. 24(5), 694-714
[Journal article]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Vishnu Menon, RG., & Fagerstrøm, A. (2017). Online Healthy Food Experiments: Capturing Complexity by Using Choice-Based Conjoint Analysis. Behavior Analyst. 40(2), 373-391
[Journal article]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Hinriksson, H., & Menon, RGV. (2016). Operant Behavioral Economics for E-mail Marketing: An Experiment Based on the Behavioral Perspective Model Testing the Effectiveness of Motivational Operation, Utilitarian and Informational Stimuli. Managerial and Decision Economics. 37(4-5), 337-344
[Journal article]Authored by: Ramachandran Girija, V.
Menon, RGV., & Sigurdsson, V. (2016). Conjoint Analysis for Social Media Marketing Experimentation: Choice, Utility Estimates and Preference Ranking. Managerial and Decision Economics. 37(4-5), 345-359
[Journal article]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., Larsen, NM., Fagerstrøm, A., & Foxall, GR. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research. 69(11), 5008-5013
[Journal article]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Vishnu Menon, RG., Sigurdarson, JP., Kristjansson, JS., & Foxall, GR. (2013). A test of the behavioral perspective model in the context of an e-mail marketing experiment. Psychological Record. 63(2), 295-308
[Journal article]Authored by: Ramachandran Girija, V.

Book

Sigurdsson, V., Larsen, NM., & Menon, RGV. (2015). Behavior analysis of online consumer behavior. In The Routledge Companion to Consumer Behavior Analysis. (pp. 51 - 64).
[Chapter]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Larsen, NM., & Menon, VRG. (2015). The behavior analysis of online consumer behavior. In GR. Foxall (Ed.) The Routledge Companion to Consumer Behavior Analysis. (pp. 51 - 64). : Routledge
[Chapter]Authored by: Ramachandran Girija, V.

Conference

Sigurdsson, V., Larsen, NM., Alemu, MH., Sigurdardottir, GR., Ramachandran Girija, V., & Fagerstrom, A.The Relative Impact of Social Media Influencers on Consumer Choice in Online Grocery Retailing. . Baveno, Italy
[Conference Paper]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Larsen, NM., Gudmundsdottir, HK., Alemu, MH., Ramachandran Girija, V., & Fagerstrom, A.Customer Social Media Complaints and Service Recovery Strategies: How to Sustain a Customer Relationship?. . Madrid, Spain
[Conference Paper]Authored by: Ramachandran Girija, V.
Ramachandran Girija, V.The Behavioural Economics of Consumer Brand Choice for Big vs Small Brands – Analyses of Demand Elasticities. . Baveno, Italy
[Conference Paper]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Larsen, NM., Gallogly, JK., Menon, RGV., & Fagerstrøm, A.Consumer laboratory and in-store experiments for healthy food promotion. . Chicago, United States
[Conference Paper]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., Larsen, NM., Alemu, MH., Gallogly, JK., & Fagerstrøm, A. (2019, June). Combining choice based conjoint analysis and in-store experiments to estimate the importance of social influence on fresh food purchase. Presented at The 9th Innovation, Entrepreneurship and Knowledge Academy INEKA (formerly GIKA) conference. Verona, Italy.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Menon, RGV., Eriksson, N., Fagerstrom, A., & Sigurdsson, V. (2019, May). The relative impact of the Internet of Things Mediated stimuli on healthy food choice. Presented at Association for Behavior Analysis International (ABAI) 45th Annual Convention. Chicago.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., & Fagerstrøm, A. (2018, May). Online healthy food experiments: Capturing complexity using choice-based conjoint analysis. Presented at Association for Behavior Analysis International (ABAI) 44th Annual Convention. San Diego, United States of America.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigursson, V., Hallgrimsson, AG., Larsen, NM., & Fagerstrøm, A.Factors affecting attitudes and behavioral intentions towards in-app mobile advertisements. . Lisbon, Portugal
[Conference Paper]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., & Fagerstrøm, A. (2017, November). Behavioral conjoint analysis in digital setting. Presented at Association for Behavior Analysis International (ABAI) 9th International Conference. Paris, France.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., Fagerstrøm, A., Larsen, NM., & Foxall, GR.Consumer behavior analysis and its relevance to digital marketing. . Paris, France
[Conference Paper]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., Sørensen, H., Marteinsdottir, HG., Fagerstrøm, A., & Foxall, GR. (2017, June). From Likes to Shares: Factors Influencing Consumer Engagement Behaviors on Facebook and Twitter.. Presented at The 39th ISMS (INFORMS) Marketing Science Conference. Los Angeles, United States of America.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., Larsen, NM., Fagerstrøm, A., & Foxall, GR. (2016, March). Consumers’ evaluation and attention towards pricing in social commerce: Studies using conjoint and eye-tracking experiments. Presented at The 6th Global Innovation and Knowledge Academy (GIKA) conference. Valencia, Spain.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Larsen, NM., Menon, RGV., Sigurdsson, V., & Fagerstrøm, A.Consumers’ Fixation Pattern on the Most Important Stimuli When Shopping Apparels on Social Media Platforms. . Oslo
[Conference Paper]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., Sørensen, H., Fagerstrøm, A., & Foxall, GR.Identifying and Classifying Reinforcing Content in Social Media Marketing Using the Behavioral Perspective Model: A Case from the Aviation Industry.. . Chicago, United States of America
[Conference Paper]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., Fagerstrøm, A., Larsen, NM., & Foxall, GR. (2016, May). Influencing Consumer Observational Behavior in Social Media Marketing: A Focus on Pricing and Total Time Spent on Site. Presented at Association for Behavior Analysis International 42nd Annual Convention. Chicago, United States of America.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., Larsen, NM., Fagerstrøm, A., & Foxall, GR.Understanding consumers’ attention to pricing: A Facebook study using conjoint and eye-tracking experiments.. . Edinburgh, United Kingdom
[Conference Paper]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., & Foxall, GR. (2015, May). Consumers and Marketers – Interdependent Behaviors in the Digital World. Presented at Association for Behavior Analysis International (ABAI) 41st Annual Convention. San Antonio, United States of America.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., & Foxall, GR. (2014, May). Experiment Analysis and Applications in Digital Consumer Behavior Analysi. Presented at 2014 Shopper Marketing and Pricing Conference. Stockholm, Sweden.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., & Foxall, GR.Consumer Behavior Analysis in a Socially-Powered Web. . Chicago, United States of America
[Conference Paper]Authored by: Ramachandran Girija, V.
Menon, RGV., Sigurdsson, V., Einarsdottir, H., & Foxall, GR. (2014, June). Conjoint and Eye-Tracking Experiments in Digital Marketing. Presented at 43rd European Marketing Academy (EMAC) Annual Conference. Valencia, Spain.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Menon, RGV. (2014, June). Consumer Behavior Analysis on Facebook: Conjoint and Eye-Tracking Experiments.. Presented at European Marketing Academy (EMAC) 27th Doctoral Colloquium. Valencia, Spain.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., & Foxall, GR.Experiment Analysis and Applications in Digital Consumer Behavior Analysis. . Minneapolis, United States of America
[Conference Paper]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., Sigurdarson, JP., Kristjansson, JS., & Foxall, GR.E-mail Marketing Experiment Based on the Behavior Perspective Model. . Lisbon, Portugal
[Conference Paper]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., Sigurdarson, JP., Kristjansson, JS., & Foxall, GR.Consumer Behavior Analysis using the Behavioral Perspective Model from the context of E-mail Marketing. . Boston, United States
[Conference Paper]Authored by: Ramachandran Girija, V.
Sigurdsson, V., Menon, RGV., Sigurdarson, JP., Kristjansson, JS., & Foxall, GR. (2011, October). Consumer Behavior Analysis in Digital Marketing. Presented at International conference on Behavioral Psychology, Samtök um atferlisgreiningu á Íslandi (SATÍS). Reykjavik, Iceland.
[Conference Oral Presentation]Authored by: Ramachandran Girija, V.

Teaching and Supervision

Courses Coordinated

Summary of Doctoral Supervision

Position Current Completed
Co-supervisor 2 0

Current Doctoral Supervision

Co-supervisor of:

  • Jacqueline Zhu - Doctor of Philosophy
    Users' privacy concern and adaptation of online behavior-oriented advertising
  • Kenneth Rocker Jr - Doctor of Philosophy
    How on line interconnectivity of coworkers through social media increase workplace cohesion and aggression through the mediation of perceived immediacy. A study on how culture and generational variables moderate anticipated effects.