Vishwanath is an expert in the field of consumer behavior, specifically in
the diffusion and acceptance of information technology. He holds a Doctor of
Philosophy Degree in Communication (Technology) and Market Research from the
State University of New York at Buffalo, a Master in Business Administration
with a specialization in Marketing and Market Research, and a Bachelor of
Commerce in Economics and Financial Accounting from the University of Bombay.
Vishwanath is actively involved in research on the diffusion, adoption,
utilization, and mis-utilization of technology. His research focuses on the factors which predict the adoption of
technology within various domains. These domains or systems include hospitals
and health care, consumer adoption of electronic innovations, and organizational
acceptance of technology. His contributions include statistical models that
predict adoptive behavior and innovator personality, methods to accurately
measure the factors predicting technology acceptance, and scales for measuring
innovativeness and related behavior.
Vishwanath has worked and consulted with corporations on issues ranging
from marketing strategy, to consumer confusion, trademark infringements, and
technology diffusion. He was formerly the Research Director at Goldhaber
Research Associates (GRA), and currently serves as their Research Consultant.
During the past few years, Dr Vishwanath has worked with regional and national research clients spanning a number of industries including education, health care, financial institutions, government, marketing, public relations, market research, sports, media, and real estate development. In addition, he has gained valuable insight and experience in working on trademark lawsuits and surveys for GRA's legal clients. He has lent his expertise on the development of trademark surveys for both defense and plaintiff cases, and has evaluated and critiqued opposing trademark surveys and experts.
Vishwanath's prior academic experience includes working as a Visiting Assistant
Professor in the Department of Telecommunications at Indiana University,
Bloomington. He has authored numerous publications for leading journals, and has
presented several papers in communication, research, and marketing conferences.
His research has been featured in
Bloomberg Business Week,
Consumer Reports, and
over a 100 other leading newspapers and websites.
His research has been featured in Bloomberg Business Week, Consumer Reports, and over a 100 other leading newspapers and websites.
He is a member of the International Communication Association, the Association for Education in Mass Communication and Journalism, the American Marketing Association, and Brainstorm (formerly Professional Communicators of Western New York), and also served as the Vice President of the Buffalo Ad Council.