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Aradhna Krishna

Aradhna Krishna

Dwight F. Benton Professor of Marketing



Ph.D., New York University
MBA, Indian Institute Of Management
B.A., University Of Delhi

Dr. Aradhna Krishna 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.

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 productís look, feel, taste, sound, and smell contribute to how it is perceived, and how people respond to it. She held the first academic conference on sensory marketing, has edited a research book on the subject, written a popular press book on the subject, and runs a sensory marketing research laboratory. 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 has more than fifty 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 a lead Area Editor for the Journal of Consumer Psychology, an area editor for Management Science and serves on the editorial boards of Journal of Marketing Research, Journal of Consumer Research, and Marketing Science.

She has been on the Board of Directors of Northern Technology International Corporation, a consistent Forbes best 200 small company (2002-2005), and is currently on the advisory board of Dr. Maths. Her consulting and research relationships include Best Buy, Procter & Gamble, Red Scout, The Futures Company, Ohrenstein & Brown, Reeves & Brightwell LLC, C.S. Mott Childrenís Hospital at the University of Michigan, GfK, among others. She has also served as an expert witness for Dell and Hallmark Entertainment Inc.


Aradhna Krishna
Stephen M. Ross School of Business
University of Michigan
701 Tappan St.
Ann Arbor, MI 48109-1234

Office Location: R6354

Phone: (734) 764-2322
Fax: (734) 936-8715
E-Mail: aradhna@umich.edu
Personal Site



Working Papers | Faculty Vita
Marketing Web Site