Ph.D., The Ohio State University, 2006, Consumer Sciences
M.Des., University of Cincinnati, 2002, Design

Dr. Veena Chattaraman’s research goal encompasses consumer wellness through a Socially-conscious, Theoretically-grounded, Intervention-based, and Transformative (STIT) research approach. Her research program examines how prosocial technology, communications, and design impact consumer decisions and well-being. Her research areas include:
• Design and evaluation of human-centered AI for electronic, mobile, and conversational commerce and
 health technology applications
• Prosocial and pro-health consumer decision-making for healthy foods, and socially responsible products
  and communications
• Neuroaesthetics and design for consumer well-being

• Survey of Consumer and Design Sciences Research
• Aesthetics Theory
• Social Psychological Theories
• Aesthetics for Fashion
• Illustration Techniques for Apparel
• Consumer Decision Making for Apparel and Fashion Products

Design and Evaluation of Human-Centered AI

Chattaraman, V., Kwon, W.-S., *Ross, K., *Sung, J., *Alikhademi, K., *Richardson, B., & Gilbert, J.E. (2024). ‘Smart’ Choice? Evaluating AI-Based mobile decision bots for in-store decision-making. Journal of Business Research, 183, 114801. https://doi.org/10.1016/j.jbusres.2024.114801

Chattaraman, V., Kwon, W.-S., Gilbert, J., & *Ross, K. (2019). Should AI-based, conversational digital assistants employ social- or task-oriented interaction style? A task-competency and reciprocity perspective. Computers in Human Behavior, 90, 315-330.

Chattaraman, V., Kwon, W.-S., Gilbert, J. E., & *Li, Y. (2014). Virtual shopping agents: Persona effects for older users. Journal of Research in Interactive Marketing, 8(2), 144-162.

Chattaraman, V., Kwon, W.-S., & Gilbert, J. E. (2013). Internet use and perceived impact on quality of life among older adults: A phenomenological investigation. The International Journal of Health, Wellness and Society, 2(3), 1-13.

Chattaraman, V., Kwon, W.-S., & Gilbert, J. E. (2012). Virtual agents in retail websites: Benefits of simulated social interaction for older users. Computers in Human Behavior, 28, 2055-2066.

*Shim, S., Kwon, W.-S., Chattaraman, V., & Gilbert, J. E. (2012). Virtual sales associates for mature consumers: Technical and social support in e-retail service interactions. Clothing and Textiles Research Journal, 30(3), 232-248.

Chattaraman, V., Kwon, W.-S., Gilbert, J. E., & *Shim, S. I. (2011). Virtual agents in e-commerce: Representational characteristics for seniors. Journal of Research in Interactive Marketing, 5(4), 276-297.

Prosocial and Pro-Health Consumer Decision-Making

*Reid-Partin, K., & Chattaraman, V. (2023). Social comparisons and compensatory consumption: The art of buying a superior self. Sustainability, 15(22), 15950. https://doi.org/10.3390/su152215950

Chattaraman, V., Lee, Y.M., *Robinson, E.M., *Book, A.J., & *Al-Amin, F. (2023). The effects of social distance and front-of-package claims on healthy food selection: Moderating role of perceived importance of eating healthily. Nutrients, 15, 3427. https://doi.org/10.3390/nu15153427

*Sung, J., & Chattaraman, V.(2022). Why are style subscriptions popular with Gen-Y men? An implicit theory perspective. Journal of Fashion Marketing and Management, 26(5), 890-904. https://doi.org/10.1108/JFMM-03-2021-0064

*Chakraborty, S., & Chattaraman, V. (2021). Acculturative stress and consumption-based coping strategies among first-generation Asian-Indian immigrants in the U.S. International Journal of Consumer Studies, 00, 1-19. https://doi.org/10.1111/ijcs.12731

Banerjee, T., Chattaraman, V., *Zhou, H., & Deshpande, G. (2020). A neurobehavioral study on the efficacy of price interventions in promoting healthy food choices among low socioeconomic families. Nature Scientific Reports, 10(15435). https://doi.org/10.1038/s41598-020-71082-y

*Rolling, V., Seifert, C., Chattaraman, V., & Sadachar, A. (2020). Pro-environmental millennial consumers’ responses to the fur conundrum of luxury brands. International Journal of Consumer Studies. Advance online publication. https://doi.org/10.1111/ijcs.12626

*Johnson, O., & Chattaraman, V. (2020). Signaling socially responsible consumption among millennials: An identity-based perspective. Social Responsibility Journal. Advance online publication. https://doi.org/10.1108/SRJ-02-2019-0074

*Rashid, S., & Chattaraman, V. (2019). Do consumers react differently to sweatshop allegations on luxury and non-luxury brands? A brand entitativity-based account. Journal of Fashion Marketing and Management, 23(1), 138-155.

*Johnson, O., & Chattaraman, V. (2019). Conceptualization and measurement of Millennial’s self- and social-signaling for socially responsible consumption. Journal of Consumer Behaviour, 18(1), 32-42.

Kumar, V., Chattaraman, V., *Neghina, C., Skiera, B., Aksoy, L., Buoye, A., & Henseler, J. (2013). Data-driven services marketing in a connected world. Journal of Service Management, 24(3), 330-352.

*Aghekan, M., Forsythe, S., Kwon, W.-S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions. Journal of Retailing and Consumer Services, 19(3), 325-331.

Chattaraman, V., Lennon, S. J., & Rudd, N. A. (2010). Social identity salience: Effects on identity-based brand choices of Hispanic consumers. Psychology & Marketing, 27(3), 263-284.

Chattaraman, V., Rudd, N. A., & Lennon, S. J. (2010). The malleable bicultural consumer: Effects of cultural contexts on aesthetic judgments. Journal of Consumer Behaviour, 9(Jan-Feb), 18-31.

Chattaraman, V., Rudd, N. A., & Lennon, S. J. (2009). Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator. Journal of Business Research, 62(8), 826-833.

Chattaraman, V., & Lennon, S. J. (2008). Ethnic identity, consumption of cultural apparel and self-perceptions of ethnic consumers. Journal of Fashion Marketing and Management, 12(4), 518-531.

Neuroaesthetics and Design

*Michaelson, D. M., *Kim, B. and Chattaraman, V. (2024). Does typicality matter in zero-waste apparel design? Exploring consumers' aesthetic preferences and purchase intentions. Journal of Fashion Marketing and Management. In-press. https://doi.org/10.1108/JFMM-07-2023-0179

Goh, Y. S., Shim, S. I., & Chattaraman, V. (2023). Can atypicality in product design benefit brands? Trade-offs in product and brand typicality and the mediating role of perceived novelty. The International Journal of Design Management and Professional Practice, 18(1), 103-130. https://doi.org/10.18848/2325-162X/CGP/v18i01/103-130

*Cui, T., Chattaraman, V., & Sun, S. (2022). Examining users’ perceptions of a 3DP integrated apparel: An FEA consumer study. Journal of Fashion Marketing and Management, 26(2), 266-288. https://doi.org/10.1108/JFMM-02-2021-0036

*Seifert, C., & Chattaraman, V. (2020). A picture is worth a thousand words! How visual storytelling transforms the aesthetic experience of novel designs. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-01-2019-2194

*Seifert, C., *Cui, T. & Chattaraman, V. (2019). Can brands deviate from their brand aesthetic? Brand luxury status as a moderator. Journal of Fashion Marketing and Management, 23(2), 176-192.

*Michaelson, D., Teel, K., & Chattaraman, V. (2018). Assessing functional needs of rock climbing pants. Clothing and Textiles Research Journal, 36(4), 235-250.

*Seifert, C., & Chattaraman, V. (2017). Too new or too complex? Why consumers’ aesthetic sensitivity matters in apparel design evaluation. Journal of Fashion Marketing and Management, 21(2), 262-276.

Chattaraman, V., Deshpande, G., Kim, H.J., & *Sreenivasan, K.R. (2016). Form 'defines' function: Neural Connectivity between aesthetic perception and product purchase decisions in an fMRI study. Journal of Consumer Behavior, 15, 335-347.

*Wang, Y., Chattaraman, V., Kim, H., & Deshpande, G. (2015). Predicting purchase decisions based on spatio-temporal functional MRI features using machine learning. Transactions on Autonomous Mental Development, 7(3), 248-255.

*Faber, M. E., Chattaraman, V., & Simmons, K. P. (2014). Men’s fit preferences in outdoor performance clothing: A qualitative investigation. Critical Studies in Men’s Fashion, 1(3), 255-274.

*Goh, Y. S., Chattaraman, V., & Forsythe, S. (2014). Product design in brand extensions: The impact of brand and category fit on attitudes and purchase via affective and cognitive routes. International Journal of Cultural and Creative Industries, 1(2), 36-51.

Chattaraman, V., Simmons, K. P., & Ulrich, P. (2013). Age, body size, body image and fit preferences of male consumers. Clothing and Textiles Research Journal, 31(4), 291-305.

*Goh, Y. S., Chattaraman, V., & Forsythe, S. (2013). Brand and category design feature consistency in brand extensions. Journal of Product and Brand Management, 22(4), 272-285.

Chattaraman, V., & Rudd, N. A. (2006). Preferences for aesthetic attributes in clothing as a function of body image, body cathexis and body size. Clothing and Textiles Research Journal, 24(1), 46-61.

Design Education

*Seifert, C., & Chattaraman, V. (2016). Identity formation and self-reflection strategies in the development of apparel design eportfolios. Fashion, Industry, and Education, 14(2), 12-21.

Chattaraman, V., Tan, L., & Peek, P. (2016). Use of digital drawing tablets in design communication: Focus on apparel and interior design studios. The International Journal of Design Education, 10(4), 1-7.

Tan, L., Peek, P., & Chattaraman, V. (2015). HEI-LO model: A grounded theory approach to assess digital drawing tools. Journal of Interior Design, 40(1).

Chattaraman, V., Sankar, C., & *Vallone, A. (2010). Action learning: Application to case-study development in graduate design education. Art, Design, and Communication in Higher Education. 9(2), 183-198.

• ITAA Paper of Distinction Award (2024) in Sustainability and Social Responsibility Track
• ACRA/AMA Conference Best Paper Award: Runner Up (2024)
• ITAA Paper of Distinction Award (2022) in Consumer Behavior Track
• Best Poster Award (2018) 20th International Conference on Human-Computer Interaction
• Best Poster Award for Faculty Engagement (2017) 18th Annual Engagement Scholarship Consortium Conference
• Best Reviewer Award (2012), Clothing and Textiles Research Journal
• Winner of Research Competition on Innovation (2011), Marketing Science Institute
• Alumni Undergraduate Teaching Excellence Award (2011), Auburn University
• College of Human Sciences Women’s Philanthropy Board Faculty Award (2010), Auburn University
• ITAA Paper of Distinction Award (2010) in the Merchandising Visual Track (2010)
• ITAA Fairchild Publications Textile & Apparel Faculty Award (2007)