Gau, Roland, Haeran Jae, and Madhu Viswanathan (2012), “Studying Low-Literate Consumers Through Experimental Methods: Implications for Subsistence Marketplaces,” Journal of Business Research 65 (12), 1683-91.
Luchs, Michael, Rebecca Walker Naylor, Randall L. Rose, Jesse Catlin, Roland Gau, Sommer Kapitan, Jenny Mish, Lucie Ozanne, Marcus Phipps, Bonnie Simpson, Saroja Subrahmanyan, Todd Weaver (2011), “Toward a Sustainable Marketplace: Expanding Options and Benefits for Consumers,” Journal of Research for Consumers 19, Available at: http://www.jrconsumers.com/academic_articles/issue_19,_2011.
Viswanathan, Madhubalan, Anju Seth, Roland Gau, and Avinish Chaturvedi (2009), “Ingraining Product-Relevant Social Good into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation,” Journal of Macromarketing 29 (4), 406-425.
Viswanathan, Madhubalan, Manoj Hastak, and Roland Gau (2009), “Understanding and Facilitating the Usage of Nutritional Labels by Low-Literate Consumers,” Journal of Public Policy & Marketing 28 (2), 135-145.
Viswanathan, Madhubalan, Carlos Torelli, Lan Xia, and Roland Gau (2009), “Understanding the Influence of Literacy on Consumer Memory: The Role of Pictorial Elements,” Journal of Consumer Psychology 19(3), 389-402.
Viswanathan, Madhubalan, Srinivas Sridharan, Roland Gau, and Robin Ritchie (2009), “Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing,” Journal of Public Policy & Marketing 28 (1), 85-94.
Viswanathan, Madhubalan, Roland Gau, and Avinish Chaturvedi, (2008), “Research Methods for Subsistence Marketplaces,” in Prabhu Khandachar and Minna Halme (eds.), Sustainability Challenges and Solutions at the Base of the Pyramid: Business, Technology and the Poor (pp. 242-260), Sheffield, UK: Greenleaf Publishing.