Arun Vishwanath

Dr. Arun Vishwanath's research focuses on consumer behavior and consumer information processing. His contributions to diffusion theory included statistical models that predict adoptive behavior and innovator personality, methods to accurately measure the barriers to adoption, and scales for measuring innovativeness, information search efficacy, and related behavior. Dr. Vishwanath has written and presented over two dozen articles on diffusion theory and consumer information processing in leading communication and information systems journals and conferences.