Journal publications

• Narang, Unnati, Venkatesh Shankar, and Sridhar Narayanan (2025), "How Does Mobile App Failure Affect Purchases in Online and Offline Channels?" ​Forthcoming, Journal of Marketing Research.​
• Narang, Unnati, Vishal Sachdev, and Ruichun Liu (2025), "When AI Wears Many Hats: The Role of ​Generative Artificial Intelligence in Marketing Education", Forthcoming, Journal of Public Policy and Marketing.​
• Grewal, Dhruv, Carl-Philip Ahlbom, Stephanie Noble, Venkatesh Shankar, Unnati Narang, and Jens Nordfalt (2023), “Mobile Integrated Kiosks: How Communication Content Increases Unplanned Spending," 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.​

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Manuscripts under review/revision​​​

• Liu, Ruichun and Unnati Narang, ​"The Dual and Asymmetric Impact of E-Scooters on Shared Mobility, Retailing, and Consumer Safety"
  
• Narang, Unnati and Fernando Luco, "Predicting Consumer Visits using Geo-Tracking Data and its Privacy Trade-offs"
• Narang, Unnati, Carl-Philip Ahlbom, Shrabastee Banerjee, "Generative AI Spurs Passive But Not Active Engagement with Content: Evidence from Field and Online Experiments"​​

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Working papers

• ​Narang, Unnati, "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"

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