Publication: Research Papers Published in Journals/Submitted

Mehta, R., Sharma, N. K., & Swami, S. (Accepted). A typology of Indian hypermarket shoppers based on shopping motives. International Journal of Retail and Distribution Management, XXX.

Srivastava, K., & Sharma, N. K. (2013). Service quality, corporate brand image, and switching behaviour: The mediating role of customer satisfaction and repurchase intention. Services Marketing Quarterly, 34 (4), 274-291. (Taylor & Francis)

Srivastava, K., & Sharma, N. K. (2013). Consumer attitude towards brand extension: A comparative study of fast moving consumer goods, durable goods and services. Journal of Indian Business Research, 5 (3), 177-197. (Emerald)

Pandey, S., Sharma, N. K., & Mittal, A. K. (2013). Interactive effect of behavioral and demographic variables on individual investors’ search behavior. International Journal of Trade, Economics and Finance, 4, 60-65.

Mehta, Ritu, Sharma, N. K., & Swami, S. (2012). The impact of perceived crowding on consumers’ store patronage intentions: Role of optimal stimulation level and shopping motivation. Journal of Marketing Management iFirst, 1-24. (Routledge; Taylor & Francis Group)

Shukla, A., Sharma, N. K., & Swami, S. (2012). Website characteristics and website satisfaction: Role of computer self-efficacy. International Journal of Information Systems Management Research and Development, 2 (1), 1-16.

Srivastava, K., & Sharma, N. K. (2012). Consumer attitude towards brand extension incongruity: The moderating role of need for cognition and need for change. Journal of Marketing Management, 28 (5-6), 652-675. (Routledge; Taylor & Francis Group)

Srivastava, K. & Sharma, N. K. (2011). Exploring the multidimensional role of involvement and perceived risk in brand extension. International Journal of Commerce and Management, 21 (4), 410-427.

Pandey, S., Sharma, N. K., & Mittal, A. K. (2011). Information search behavior of individual investors for equity share purchase decision: An exploratory investigation. Journal of International Finance and Economics, 11 (1), 128-135.

Shukla, A., Sharma, N. K., & Swami, S. (2011). Website classification on information and entertainment profiles. Journal of Advances in Management Research. 8 (1), 148-157.

Gupta, N., Sharma, R. R. K., & Sharma, N. K. (2011). Role of culture in academic performance: An explanatory pilot study of two Indian Institutes of Technology. Review of Business Research, 11 (1), 145-150.

Srivastava, K., Shukla, A. & Sharma, N. K. (2010). Online flow experiences: The role of need for cognition, self-efficacy, and sensation seeking tendency. International Journal of Business Insight and Transformation, 3 (2), 93-100.

Gupta, N., Sharma, R. R. K., & Sharma, N. K. (2010). Research culture in academia: A conceptual scheme and its application. AIMS International Journal of Management, 5 (1), 35-46.

Mishra, S. K., & Sharma, N. K. (2010). Relationship between service quality, loyalty and cross-buying intention: moderating role of perceived risk and alternative attraction. International Journal of Strategic Management, 10 (2), 148-157.

Rastogi, D.,  Sharma, N. K. (2010). Creativity under concurrent and sequential task conditions. Creativity Research Journal, 22 (2), 139-150.

Shukla, A., Swami, S., & Sharma, N. K. (2010). Website satisfaction: Role of user and website characteristics. International Journal of Electronic Marketing and Retailing, 3 (2), 114-131.

Shukla, A., Sharma, N. K., & Swami, S. (2010). Website characteristics, user characteristics and purchase intention: Mediating role of website satisfaction. International Journal of Internet Marketing and Advertising, 6 (2), 142-167.

Gupta, B., Sharma, N. K., & Ganesh, C. (2009). The influence of organisational cultural values, reward, time, self-esteem and job security on knowledge sharing intentions among managers. International Journal of Indian Culture and Business Management, 2 (2), 125-143.

Sharma, N. K., & Rastogi, D. (2009). A multicultural approach to creativity for realistic divergent thinking problems. Journal of the Indian Academy of Applied Psychology, 35 (1), 9-16.

Khan, A., Sharma, N. K., & Dixit, S. (2008). Cognitive load and task condition in event- and time-based prospective memory: An experimental investigation. The Journal of Psychology: Interdisciplinary and Applied, 122 (5), 517-531.

Sharma, N. K., & Srivastava, K. (2008). Brand Extension: Strategy for New Product Introduction. Indian Journal of Marketing, XXXIII (8), 33-39.

Fazlollahtabar, Hamed, & Sharma, N. K. (2008). E-learning versus face-to-face learning: An   economic analysis of higher education systems in Iran. International Journal of Cyber Society and Education, 1 (1), 49-60. 

Gupta, B., & Sharma, N. K. (2008). Compliance with bases of power and subordinates� perception of superiors: Moderating effect of quality of interaction. Singapore Management Review, 30 (1), 1-24.

Sharma, N. K., & Singh, N. (2007). From vision to action: A model of entrepreneurial activity process. Journal of Technical and Vocational Education, 24 (1), 1-13.

Khan, A., Sharma, N. K., & Dixit, S. (2007).Relationship between prospective and retrospective memory: A Questionnaire Based Study. Psychological Studies, 52 (2), 134-137.

Khan, A., & Sharma, N. K. (2007). Role of Meta-memory and demography in prospective and retrospective memory. Journal of Psychosocial Research, 2 (2), 63-75.

Khan, A., Sharma, N. K., & Dixit, S. (2006). Effect of Cognitive Load and Paradigm on Time perception. Journal of the Indian Academy of Applied Psychology, 32 (1), 37-42.

Jha, M. & Sharma, N. K. (2005). Children in Need: The role of help lines. Journal of Social         Research, 46 (2), 89-100.

Sharma, N. K. (2004). The role of information and worldview in self-assessment by students. In TLHE 2004, Proceedings of the First International Conference on Teaching and Learning in Higher Education, Centre for Development of Technical Education, National University of Singapore, December 1-3, 2004 (pp. 376-381).

Sharma, N. K. (2004). H.S.S curricula in technical education: The sustainability issue. In Sabiruddin, D. K. Naurial & Asha Kapoor (Eds.), Integrating humanistic values and social concerns with technical education (pp. 57-67). (Proceedings of the National Conference, Roorkee University, November 3-5, 1997.) Roorkee, University of Roorkee: Department of Humanities and Social Sciences.

Gupta, B., & Sharma, N. K. (2003). Bases of power as a function of organization type and managerial level. Behavioural Scientist, 4 (2), 73-78.

Sharma, N. K., & Agarwal, A. (2002). Self-esteem and social desirability as determinants of   asymmetrical attribution for compliance under different bases of power. Psychological Studies, 47 (1), 121-128.

Sharma, R. R. K., Sharma, N. K., & Baitha, N. (2001). Influence of environmental uncertainty and cognitive style of entrepreneurs on chosen process of strategy making: A preliminary    survey. Journal of Technical and Vocational Education, 18, 34-46.

Sharma, N. K., & Gupta, B. (2000). Positioning psychology in the minds of people: What is missing? What needs to be done? Prachi Journal of Psycho-Cultural Dimensions, 16 (2), 85-90.

Sharma, N. K., & Gupta, B. (2000). Reasons for compliance: Leaders' bases of power and subordinates' perceptions. Psychological Studies, 45 (1&2), 51-57.

Sharma, R. R. K., Sharma, N. K ., & Purwar, P. (1999). Influence of cognitive styles of entrepreneurs on chosen process of strategy making: A preliminary survey. Journal of Technical and Vocational Education, 16, 17-22.

Gupta, B., & Sharma, N. K. (1999). Effectiveness of bases of power: An experimental study. Psychological Studies, 44, 35-42.

Sharma, N. K., & Dixit, S. (1998). Processes and strategies in performance. Indian Journal of Psychometry and Education, 29 (2), 83-88.

Kalra, P. K., & Sharma, N. K. (1997). Virtual class room: Some technological and human considerations. In J. R. Isaac, S. Gupta & M. Datta (Eds.), Cognitive systems: From intelligent systems to more human environments (pp. 273-275). (Proceedings of the International Conference on Cognitive Systems (ICCS)'96.) New Delhi: Tata McGraw Hill.

Sharma, N. K. (1997). Human approach is needed to handle social conflicts: How do we go about it? (Keynote Address) In S. K Srivastava (Ed.), Developing human relations and ethnic understanding (pp. 11-23). (Proceedings of the 2nd ASIAN and 33rd IAAP International Conference Gurukul Kangri University, Hardwar, February 26-28, 1997.) Publisher: Department of Psychology, Gurukul Kangri University, Hardwar.

Sharma, R. R. K., Sharma, N. K., and Purwar, P. (1997). Effect of cognitive style of   entrepreneur on the choice of adopted strategy making process and strategy types. Proceedings of the National Seminar on Corporate Strategies in the Changing Business Scenario (Vol.1, pp.118-142). Allahabad, Local Centre Building of Institution of Engineers, September 15-16, 1997.

Sharma, N. K. (1996). Role of mass media in controlling violence. CPAI Bulletin (A publication of the Community Psychology Association of India), 4, 5-11.

Kaur, S., & Sharma, N. K. (1993). Predicted recall of verbal material as a function of overlapping strings. Psychological Studies, 38, 59-63.

Sharma, N. K. (1993). How confident are humans about their self-assessment? Psychological Studies, 38, 150-156.

Sharma, N. K. (1991) On using blackboard in classroom teaching. Indian Educational Review, 25(2), pp. 65-72. (Research Note)

Sharma, N. K. (1991). How accurate are human beings in their self-assessment? Psychological Studies, 36 (2), 77-82.

Kurian, G., and Sharma, N. K. (1991). Relationship between development of word meaning and Concept development. Psychological Studies, 36 (3), 169-173.

Rizvi, S. A. H., Batra, J. L., & Sharma, N. K. (1990). Laterality and human performance: A    review. IEA Review: A Quarterly Organ of Industrial Engineers Aligarh, 1, 2-4.

Santhakumari, K., & Sharma, N. K. (1990). Hemispheric specialization for field-articulation: Effect of performing rod-and-frame test on unimanual tapping. Psychological Studies, 35, 17-27.

Krishnan, L, Sharma, N. K., & Sinha, A. K. (1990). Helping and recipient behaviour in the Indian Society. ICSSR Research Abstract Quarterly, 19 (3&4), 177-184. (Research Note)

Kurian, G., Sharma, N. K., & Santhakumari, K. (1989). Left-arm dominance in active positioning. Perceptual and Motor Skills, 68, 1312-1314.

Sharma, N. K. (1989). An open letter from psychology. Bulletin of the National Academy of  Psychology (India), 1(1), 3-4. (Research Note)

Santhakumari, K., & Sharma, N. K. (1988). Lateralization of function in the human brain: A     study of the Muller-Lyer Illusion using concurrent task paradigm. Psychological Studies, 33, 56-60.

Sharma, N. K., & Verma, P. (1988). The nature of size: Psychological or utilitarian? Psychological Studies, 33, 49-55.

Kurian, G., & Sharma, N. K. (1988). Language and thought: A review of the mediational, cognitive, psycholinguistic and neuropsychological perspectives and an attempted synthesis. Psycho-lingua, 18, 69-98.

Santhakumari, K., Kurian, G., & Sharma, N. K. (1988). Cognition in women. Psycho-lingua, 18, 59-66.

Kurian, G., & Sharma, N. K. (1988). Diurnal variation in body temperature and performance on a spatial task. Journal of Indian Psychology, 7, 20-24.

Kurian, G., and Sharma, N. K. (1988). Conservation concept and comprehension of passive sentences in Hindi. XXIV International Conference of Psychology, Sydney, Australia, August 28-September 2. (Abstract)

Sharma, N. K. (1987). Language organization and duration judgement. Psycho-lingua, 17, 1-8.

Sharma, N. K., & Verma, P. (1987). Size proposes - depth disposes. Psychological Studies, 32,  93-96.

Kurian, G., Sharma, N. K., & Santhakumari, K. (1987). Cognitive strategies in Koh's Block Design test performance: A preliminary report. Psychological Studies, 32, 29-32.

Santhakumari, K., and Sharma, N. K. (1986). Hemispheric involvement in field-articulation: Effect of performing rod-and-frame test on concurrent unimanual tapping. In P. N. Saxena & Usha Singhal (Eds.), Abstracted in the Proceedings of the Fifth Annual Conference of Indian Academy of Neurosciences, Aligarh Muslim University, Aligarh, India, February 21-23, pp. 37-38. (Abstract)

Rizvi, S. A. H., Batra, J. L., and Sharma, N. K. (1985). Effect of sex, vehicular control configuration and motor load on human performance. In I. D. Brown, R. Goldsmith, K. Coombes & M. A. Sinclair (Eds.), Ergonomics international 85 (pp. 757-759). Proceedings of the Ninth Congress of the International Ergonomics Association, 2-6 September, Bournmoth, England.

Rizvi, S. A. H., Batra, J. L., and Sharma, N. K. (1985). Effect of noise, vehicular control configuration and motor load on human performance. In I. D. Brown, R. Goldsmith, K. Coombes & M. A. Sinclair (Eds.), Ergonomics international 85 (pp. 754-756). Proceedings of the Ninth Congress of the International Ergonomics Association, 2-6 September, Bournmoth, England.

Sharma, N. K. (1984). Bilingualism and the representation of linguistic information in memory. Psycho-lingua, 14, 19-34.

Brown, H., Sharma, N. K., & Kirsner, K. (1984). The role of script and phonology in lexical   representation. Quarterly Journal of Experimental Psychology, 36A, 491-505.

Sharma, N. K. (1983). Bilingual recognition and lexical representation. Psycho-lingua, 13, 1-8.

Chadha, N. K., & Sharma, N. K. (1983). Experimenter effect in anthropometric measurements. Asian Journal of Psychology and Education, 11, 33-36.

Sharma, N. K. (1983). What causes motion parallax? Indian Psychological Review, 24, 10-12.

Sharma, N. K. (1981). Physical and name comparison of Hindi letters: A chronometric analysis. University Psychology Research Journal, 2, 21-23.

Sharma, N. K., & Chadha, N. K. (1981). Immediate recall of meaningful material as a function of degree of organization and successive equal time intervals. Psycho-lingua, 11, 97-102.

Sharma, N. K. & Sen, A. (1980). Verbal context and communication: A mathematical formulation. Psycho-lingua, 10, 1-7.

Kirsner, K., Brown, H. L., Abrol, S., Chadha, N. K., & Sharma, N. K. (1980). Bilingualism and lexical representation. Quarterly Journal of Experimental Psychology, 32, 585-594.

Sharma, N. K., & Sen, A. (1977). Effect of verbal context on communication in Hindi. Indian Journal of Psychology, 52, 240-249.

Sharma, N. K. (1977). 10 + 2 + 3 pattern of education: A centripetal model of education at various levels. Indian Psychological Review, 14, 1-5.