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.
