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Aradhna Krishna does research on pricing and promotion policies, sensory marketing, and socially relevant marketing. Her work within the area of pricing and promotion focuses both on consumer promotions and trade promotions, e.g., bundling issues, loyalty programs, coupons, price cuts and trade deals. She examines consumer response to promotions, consumers' perceptions of promotions, behavioral pricing issues (e.g., reference price formation, promotion presentation effects), and also builds analytical models for managerial (retailer and manufacturer) promotion policies. Within the area of sensory marketing, she has much work on visual stimuli (package design, mall layout, store layout, shelf allocation), haptics (e.g., how the feel of product can affect perceived taste), smell (e.g., whether smell enhances long-term memory for a brand) and taste (e.g., if an advertisement can affect perceived taste). Her research on socially relevant marketing mostly concerns cause marketing. Her research methodology combines experimental techniques with quantitative modeling approaches. She has written numerous articles and her work is cited on NPR, NY Times, Wall Street Journal, and other publications. She is on the editorial boards of Journal of Marketing Research, International Journal of Research in Marketing, Management Science, Marketing Science and Marketing Letters. |
