ARADHNA KRISHNA

Dwight F Benton Professor of Marketing

Aradhna Krishna

Office Address:
R6354 Ross School of Business
University of Michigan
701 Tappan Street
Ann Arbor, MI 48109
Tel: 734-764-2322
Fax: 734-936-8715
Email: aradhna@umich.edu

Education | Professional Experience | Publications | Current Research Activity| In The News

FULL CURRICULUM VITAE
(PDF)

Sensory Marketing Conference, 2008

EDUCATION

Ph.D., Marketing
New York University
Minor: Operations Research and Statistics

M.B.A., Marketing
Indian Institute of Management
Ahmedabad, India

B.A. (Hons.), Economics
Lady Shri Ram College
Delhi University, India
Minor: Statistics

PROFESSIONAL EXPERIENCE

University of Michigan, Ross School of Business

Dwight F Benton Professor of Marketing (Fall 2009 to current)
Isadore and Leon Winkelman Professor of Retail Marketing (December 2003 to Summer 2009)
Professor of Marketing (Summer 2000 to current)
Associate Professor of Marketing (Summer 1998 to Summer 2000)

MBA and BBA Courses taught:
Pricing; Sales Force Management; New Product Development; Market Research; Introduction to Marketing.

Doctoral courses taught:
Marketing Models; Experimental Economics.

National University of Singapore (on sabbatical from Univ. of Michigan)

Distinguished Visiting Professor (2004-2005)

Columbia University

Associate Professor of Marketing (September 1996 to Spring 1998; July 1993 to August 1995)
Assistant Professor of Marketing (July 1989 to June 1993)

MBA Courses taught:
Introduction to Marketing; Marketing Planning; Sales Force Management; New Product Development; New Products: A Market Research Perspective

Doctoral Course taught:
Marketing Models

New York University

Visiting Associate Professor (Sept. 1995 to Aug. 1996)
Research Assistant (June 1986 to June 1989)

Courses taught:
Sales Force Management; Brand Planning for New and Existing Products

Voltas Ltd., India

Brand Manager (June 1984 to August 1985)

Update, India

Freelance Journalist (June 1984 to November 1985)

PUBLICATIONS

Papers in Refereed Journals

Krishna, Aradhna, May Lwin and Maureen Morrin, "Product Scent and Memory ", forthcoming, Journal of Consumer Research. (Discussed in New York Times, November 16, 2009).

Hall, Joseph, Praveen Kopalle, and Aradhna Krishna, "Retailers' Optimal Ordering and Pricing Decisions in a Multi-brand Trade-Dealing Environment ", forthcoming, Journal of Retailing.

Krishna, Aradhna and Uday Rajan, "Spillover Effects of Cause-related Products in a Product Portfolio", forthcoming, Management Science, Vol. 55, No. 9, September 2009, 1469-1485. (Discussed in Boston Globe, Atlanta Journal, and other publications).

Elder, Ryan and Aradhna Krishna, "The Effect of Advertising Copy on Sensory Thoughts and Perceived Taste", forthcoming, Journal of Consumer Research. (Discussed in ScienceBlog, PsychOrg, and other publications).

Ailawadi, Kusum, Jie Zhang, Aradhna Krishna and Mike Kruger, "When Walmart Enters: How Incumbent Retailers React and How this Affects their Sales Outcomes", forthcoming, Journal of Marketing Research.

Krishna, Aradhna and Rohini Ahluwalia (2008), "Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms", Journal of Consumer Research,35 (4), 692-70. (Cited in New York Times 14 Sep. 2008, Economic Times (India) 17 Sep. 2008, and other publications).

Krishna, Aradhna, Rongrong Zhou and Shi Zhang (2008), "The Effect of Self-Construal on Spatial Judgments", Journal of Consumer Research, August, Vol. 35, No. 2, 337-348.

Krishna, Aradhna and Maureen Morrin (2008), "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues", Journal of Consumer Research, April, Vol. 34, 807-818. (Featured on CBC Radio's As It Happens 19 Mar. 2008, The Times (London) 22 Mar. 2008, LA Times 24 Mar. 2008, US News and World Report 10 Sep. 2008, US News and World Report 26 Oct. 2008, and other media).

Yuan, Hong and Aradhna Krishna (2008), "Pricing of Mall Services when Transactions Can End Outside the Mall", Journal of Retailing, Vol 84, 95-117. (Honorable mention for the Best Paper of the Conference and Best Paper Award of Distribution Channels Track, Winter AMA Educator's Conference, 2006).

Krishna, Aradhna and Utku Unver (2008), "Improving the Efficiency of Course Bidding at Business Schools: Field and Laboratory Studies", Marketing Science, March-April, Vol 27, No. 2, 262-282.

Zhang, Jie and Aradhna Krishna (2007), "Brand-Level Effects of Stockkeeping Unit Reductions", Journal of Marketing Research, November, Vol. 44, 545-559.

Krishna, Aradhna, Fred Feinberg and John Z. Zhang (2007), "Pricing Power and Selective Versus Across-the-Board Prices Increases", Management Science, September, Vol. 53, No. 9, 1407-1423.

Krishna, Aradhna and Yu Wang (2007), "The Relationship Between Top Trading Cycle and Top Trading Cycle and Chains Mechanisms", Journal of Economic Theory, January, Vol. 132, No. 1, 539-547.

Wang, Yu and Aradhna Krishna (2006), "Time-Share Allocations: Theory and Experiment", Management Science, 52 (8), August, 1223-1238.

Krishna, Aradhna (2006), "The Interaction of Senses: The Effect of Vision and Touch on the Elongation Bias", Journal of Consumer Research, Vol. 32, Issue 4, 557-566.

Krishna, Aradhna, Carolyn Yoon, Mary Wagner and Rashmi Adaval (2006), "The Effect of Extreme Price Frames on Reservation Prices", Journal of Consumer Psychology, Volume 16, Number 2, 176-190.

Krishna, Aradhna (2005), "How Big is Tall?", Forethought, Harvard Business Review, April, Vol. 83, Issue 4, 18-19.

Brown, Christie and Aradhna Krishna (2005), "The Skeptical Shopper: A Metacognitive Account for the Effects of Default Options on Choice", Journal of Consumer Research, December, Vol. 31, Issue 3, 529-539.

Krishna, Aradhna and Joel Slemrod (2003), "Behavioral Public Finance: Tax Design as Price Presentation", International Tax and Public Finance, Policy Watch section, 10(2), 189-203. (Cited in Business Week Online June 12, 2001, Financial Times Online April 17, 2002, Dallas News, aired on Michigan Radio, NPR Marketplace April 1, 2002).

Fred Feinberg, Aradhna Krishna and John Z. Zhang (2002), "Do We Care What Others Get?: A Behaviorist Approach to Targeted Promotions", Journal of Marketing Research, August, Vol. 39, No. 3, 277-291. (Lead article; Finalist for the O'Dell award granted by the Journal of Marketing Research for the paper with the most significant long-run contribution to marketing; Featured on NPR).

Krishna, Aradhna, Richard Briesch, Donald Lehmann, and Hong Yuan (2002), ; "A Meta-Analysis of the Impact of Price Presentation on Perceived Savings", Journal of Retailing, Vol. 78, 101-118. Awarded the William R. Davidson Award for best paper to appear in the journal in 2002.

Moreau, Page, Aradhna Krishna and Bari Harlam (2001), "The Manufacturer-Retailer-Consumer Triad: Differing Perceptions Regarding Price Promotions", Journal of Retailing, December, Vol. 77, Issue 4, 547-569.

Robert Krider, Priya Raghubir and Aradhna Krishna (2001), "Pizza - Pi or Squared?: The Effect of Perceived Area on Price Perceptions", Marketing Science, Volume 20, No. 4, 405-425.

Zhang, John Z., Aradhna Krishna and Sanjay Dhar (2000), "The Optimal Choice of Promotion Vehicles: Front-loaded or Rear-loaded Incentives?", Management Science, March, 348-362.

Kopalle, Praveen, Aradhna Krishna, and Joao Assuncao (1999), "The Role of Market Expansion on Equilibrium Bundling Strategies", Managerial and Decision Economics, 20, 365-377.

Krishna, Aradhna and Z. John Zhang (1999), "Short- or Long-fuse Coupons: The Effect of Expiration date on Coupon Profitability", Management Science, August, 1041-1056.

Raghubir, Priya and Aradhna Krishna (1999), "Vital Dimensions: Antecedents and Consequences of Biases in Volume Perceptions", Journal of Marketing Research, August, 313-326.

Meyer, Robert, Tulin Erdem, Fred Feinberg, Itzhak Gilboa, Wesley Hutchinson, Aradhna Krishna, Steven Lippman, Carl Mela, Amit Pazgal, Drazen Prelec and Joel Steckel (1997), "Dynamic Influences on Individual Choice Behavior", Marketing Letters, 8 (3), 349-360.

Krishna, Aradhna and Priya Raghubir (1997), "The Effect of Line Configuration on Perceived Numerosity of Dotted Lines", Memory and Cognition, 25(4), 492-507.

Raghubir, Priya and Aradhna Krishna (1996), "As the Crow Flies: Bias in Consumers' Map-Based Distance Judgments", Journal of Consumer Research, 23 (June), 26-39 .

Krishna, Aradhna and Gita V. Johar (1996), "Consumer Perception of Deals: Biasing Effects of Varying Deal Prices", Journal of Experimental Psychology:Applied, 2 (3), 187-206; Lead Article.

Harlam, Bari, Aradhna Krishna, Donald R. Lehmann and Carl Mela (1995), "Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle", Journal of Business Research, 33 (May), 57-66.

Krishna, Aradhna (1994), "The Impact of Dealing Patterns on Purchase Behavior", Marketing Science, 13 (Fall), 351-373.

Krishna, Aradhna (1994), "The Effect of Deal Knowledge on Consumer Purchase Behavior", Journal of Marketing Research, 31 (February), 76-91.

Krishna, Aradhna (1992), "The Normative Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior", Marketing Science, 11 (Summer), 266-286.

Krishna, Aradhna and Robert W. Shoemaker (1992), "Estimating the Effects of Higher Coupon Face Values on the Timing of Redemptions, The Mix of Coupon Redeemers and Purchase Quantity", Psychology and Marketing, 9 (6), 453-467.

Krishna, Aradhna (1991), "Effect of Dealing Patterns on Consumer Perceptions of Deal Frequency and Willingness to Pay", Journal of Marketing Research, 28 (November), 441-451.

Krishna, Aradhna, Imran C. Currim and Robert W. Shoemaker (1991), "Consumer Perceptions of Promotional Activity", Journal of Marketing, 55 (April), 4-16.

Bawa, Kapil, Jane T. Landwehr, and Aradhna Krishna (1989), "Consumer Response to Retailers' Marketing Environments: An Analysis of Coffee Purchase Data", Journal of Retailing, 65 (Winter), 471-495.

Other Publications

Krishna, Aradhna (2008), "Regulate Deals to Prevent More Retail Tragedies", Op-Ed in Detroit News, December 9,

Krishna, Aradhna, 2007, "Biases in Spatial Perception: A Review and Integrative Framework", in Visual Marketing: From Attention to Action, Michel Wedel and Rik Pieters, Eds., Lawrence Erlbaum Associates, Mahwah, New Jersey.

Krishna, Aradhna, "Behavioral Responses to Pricing", in Handbook of Research in Pricing, Vithala Rao Editor, Edward Elgar Publishing, forthcoming.