Aradhna Krishna

Dwight F Benton Professor of Marketing, University of Michigan

Dr. Aradhna Krishna is a behavioral scientist who studies how consumers form judgments and make decisions.

Dr. Krishna is a Fellow of the Society of Consumer Psychology and has authored more than sixty published articles which have appeared in the most prestigious outlets including the Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Harvard Business Review among others. Her work has been cited in various media such as New York Times, Chicago Tribune, Huffington Post, LA Times, NPR, Economic Times India, Globe and Mail, Telegraph UK. She is an Area Editor for the Journal of Consumer Psychology, Journal of Marketing Research, and Management Science and serves on the editorial board of Marketing Science.

She is considered the pioneer of the field of sensory marketing. She defines sensory marketing as sub-conscious triggers that affect how people make purchase and consumption decisions. Her research explores ways in which a product’s look, feel, taste, sound, and smell contribute to how it is perceived, and how people respond to it. In addition to sensory marketing, she works on designing winning cause marketing and corporate social responsibility programs, and on constructing engaging pricing and promotion policies.

She received her Ph.D. from New York University in 1989, her M.B.A. from the Indian Institute of Management, Ahmedabad in 1984 and her B.A. in Economics from Delhi University in 1979. Besides the Ross school, she has also spent time at Columbia University, New York University, Hong Kong University of Science and Technology and the National University of Singapore.

Dr. Krishna has been on the Board of Directors of Northern Technology International Corporation, and is currently on an advisory panel for BAT and the advisory board of Dr. Maths. Her consulting and research relationships include Best Buy, GfK, General Mills, Procter & Gamble, Red Scout, BAT, Kimberly Clark, The Futures Company, Ohrenstein & Brown, Reeves & Brightwell LLC, and C.S. Mott Children’s Hospital. She has also served as an expert witness for Dell and Hallmark Entertainment Inc.

Additional information about Dr. Krishna can be found at aradhnakrishna.com