My primary scholarly interest lies in the area of New Product Design and Development. Some notable topics of interest include but are not limited to, product design, aesthetics, knowledge management, acquisition and in-licensing innovation among others and research methodology using multivariate statistical techniques such as Structural Equation Modeling and Multilevel Modeling. Here's just a small sampling of my research papers and projects...


Published Peer Reviewed Journal Articles


Kumar Minu and Charles H. Noble (2015) "Beyond form and function: why do consumers value product design?" Accepted and forthcoming at the Journal of Business Research. DOI: 10.1016/j.jbusres.2015.05.017.

  • This project was funded by Marketing Science Institute through their competitive grants
  • An earlier version of this paper won the prestigious Overall Best Paper award at the 2010 Summer AMA conference.


Luchs Michael and Minu Kumar  (2015) "Yes, but this one looks better/works better: When might consumers choose superior sustainability despite a trade-off with other valued product attributes?" Accepted and forthcoming at the Journal of Business Ethics. DOI: 10.1007/s10551-015-2695-0


Kumar Minu (2015) “Aesthetic principles of product form and cognitive appraisals: Predicting emotional responses to beauty” in The Psychology of Design: Creating Consumer Desire, Rajeev Batra and Colleen Seifert eds. London; Taylor and Francis.


Kumar Minu, Janell Townsend (Oakland University) and Douglas W. Vorhies (University of Mississippi) “Enhancing Relationships with Brands using Product DesignJournal of Product Innovation Management. 32(5), 716-730. See a video supplement to the article here.


Kumar, Minu and Nitika Garg, (2010) "Aesthetic Principles and Cognitive Emotion Appraisals: How Much of the Beauty Lies in the Eye of the Beholder?" Journal of Consumer Psychology, Volume 20 (Issue 4), 485-494. This article was listed as one of the most cited articles for the journal for 2010.


Noble Charles H. and Minu Kumar (2010) "Exploring the Appeal of Product Design: A Grounded, Value-based Model of Key Design Elements and Relationships," Journal of Product Innovation Management. 27:640–657.


Noble, Charles H. and Minu Kumar (2008) “Using Product Design to Create Deeper Consumer Connections,” Business Horizons, 51 (September), 441-450. This article is reprinted by Harvard Business Publishing.



Ongoing projects

1. Converting pure services into pure self-service goods

2. In-licensing pharmaceutical drug development

3. Halo effects in new products

4. Gender differences in aesthetic information processing

5. Pharmaceutical drug risks

6. Sustainability in product design