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Alladi Venkatesh
  • Title: Professor, Marketing, and Associate Dean of Masters Programs
  • Office Phone: 949.824.6625
  • 949.725.2851 (fax)
  • Office Location: SB 429
  • Email:
Brief Bio

Alladi Venkatesh is Professor of Management and Associate Dean of Masters Programs. He also serves as Associate Director of Center for Digital Transformation at the University of California, Irvine. His research focus is on the impact of new media and information technologies on consumers/households. He is also the principal investigator of Project Noah. In the 1980s he directed a major study for the National Science Foundation looking at how American families are adapting to the presence of computers at home. This study was the first of its kind in the US. Recently, he received another grant from the National Science Foundation to study the impact of media and information technologies on households. His current work involves Electronic Commerce and the Consumer Sector, and the future of the Networked Home. Professor Venkatesh has given several invited presentations including at Intel (Oregon), Interval Research Corporation (Palo Alto), Philips (Netherlands), Electrolux (Sweden), Domus Academy (Germany) on new media technologies and consumers/households.

Professor Venkatesh's scholarly publications have appeared in various journals, including, Journal of Consumer Research, Management Science, Communications of the ACM, Journal of product Innovation and Management, International Journal of Research in Marketing, Telecommunications Policy. Professor Venkatesh is a co-editor of the journal, Consumption, Markets and Culture (CMC).


Aesthetics and Marketing


Arts and Aesthetics: Marketing and Cultural Production, Alladi Venkatesh and Laurie Meamber, Marketing Therory, 2006


The Aesthetics of Consumption and the Consumer as an Aesthetic Subject, Alladi Venkatesh and Laurie Meamber, Consumer Markets & Culture, 2008


The Aesthetics of Luxury Fashion, Body and Identify Formation Alladi Venkatesh, Annamma Joy, John F. Sherry, Jr., Jonathan Deschenes, Journal of Consumer Psychology, 2010


Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands Annamma Joy, John F. Sherry, Jr., Alladi Venkatesh, Jeff Wang, and Ricky Chan, Fashion Theory, 2012



Design Issues


Designing the Family Portal for Home Networking Alladi Venkatesh, Steven Chen and Victor M. Gonzalez, Oxford University Press, 2006


Design Orientation: A Grounded Theory Analysis of Design Thinking and Action Alladi Venkatesh, Theresa Digerfeldt-Mansson, Frederic F. Brunel and Steven Chen, Marketing Theory, 2012


An Investigation of How Design-Oriented Organisations Implement Design Thinking Steven Chen and Alladi Venkatesh, Journal of Marketing Management, 2013


Social Media as a Cultural Landscape Lauren Louie and Alladi Venkatesh, American Marketing Association, 2013





Ethnoconsumerism: A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Alladi Venkatesh, Sage Publications, 1995


Ethnoconsumerist Methodology for Cultural and Cross-Cultural Consumer Research Laurie Meamber and Alladi Venkatesh, Handelshojskolens Forlag, Copenhagen Business School Press, 2006


Designing Brand "Nano" - A Car for the Indian Consumer: An Ethnoconsumerist Perspective Alladi Venkatesh, Seema Khanwalkar, Lynda Lawrence and Steven Chen,  Qualitative Marketing Research, 2013)



India Papers


Gender Identity in the Indian Context: A Sociocultural Construction of the Female Consumer Alladi Venkatesh, Sage Publications, 1994


India as an Emerging Consumer Society - A Cultural Analysis Alladi Venkatesh and Suguna Swamy, Research in Consumer Behavior, JAI Press, 1994


 India's Changing.Consumer Economy: A Cultural Perspective Alladi Venkatesh, Association for Consumer Research, 1994


Ethnoconsumerism: A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Alladi Venkatesh, Sage Pulications, 1995