Research

Journal publications

Liu, Ruichun and Unnati Narang (equal authorship), "How E-Scooters Impact Shared Mobility and Consumer Safety" Journal of Marketing.
Narang, Unnati, Venkatesh Shankar, and Sridhar Narayanan (2025), "Cross-Channel Effects of Failure in a Retailer's Mobile App" Journal of Marketing Research.
Narang, Unnati and Fernando Luco, "Privacy and prediction: How useful are geo-tracking data for predicting consumer visits?" Quantitative Marketing and Economics.
Narang, Unnati, Vishal Sachdev, and Ruichun Liu (2025), "When AI Wears Many Hats: The Role of Generative Artificial Intelligence in Marketing Education" Journal of Public Policy and Marketing.
Grewal, Dhruv, Carl-Philip Ahlbom, Stephanie Noble, Venkatesh Shankar, Unnati Narang, and Jens Nordfalt (2023), “The Impact of In-Store Inspirational (vs. Deal-Oriented) Communication on Spending: The Importance of Activating Consumption Goal Completion," Journal of Marketing Research.
Narang, Unnati, Manjit Yadav, and Aric Rindfleisch (2022), “The Ideas Advantage: How Sharing Enhances Engagement in Massive Open Online Courses” Journal of Marketing Research. 
Narang, Unnati and Venkatesh Shankar (2019), “Mobile App Introduction and Online and Offline Purchases and Product Returns,” Marketing Science.
Shankar, Venkatesh and Unnati Narang (2020), “Emerging Market Innovations: Unique and Differential Drivers, Practitioner Implications, and Research Agenda,” Journal of the Academy of Marketing Science.
Narang, Unnati and Venkatesh Shankar (2019), “Mobile Marketing 2.0: State of the Art and Research Agenda,” Review of Marketing Research.

Manuscripts under review/revision

Narang, Unnati, Carl-Philip Ahlbom, Shrabastee Banerjee, "Generative AI Spurs Passive But Not Active Engagement with Content: Evidence from Field and Online Experiments"
Mohsen Foroughifar and Unnati Narang, "The Intended and Unintended Consequences of Short-Term Rental Policies on Home-sharing Platforms: Evidence from Airbnb"

Working papers

Narang, Unnati and Puneet Arora, "Incentives to Work Out: Evidence from Field Experiments"
Narang, Unnati and Venkatesh Shankar, “Going Backward to Move Forward? The Effects of Backward Compatibility in Product Upgrade on Sales of Previous and New Generation Technology Products"