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Aradhna Krishna

Aradhna Krishna is the Isadore and Leon Winkelman Professor of Marketing at the Ross School of Business, University of Michigan. She received her Ph.D. from New York University in 1989, her MBA from the Indian Institute of Management, Ahmedabad in 1984 and her BA in economics from Delhi University in 1979. Besides the Ross school, she has also spent time at Columbia University, New York University and the National University of Singapore. Aradhna investigates how consumer perceptions and responses change as a function of the type of pricing, promotion, packaging and branding efforts undertaken by managers. As a scholar in the 20th century, she focused on visual perception and on pricing and promotion related issues. Her research in the 21st century focuses on many forms of sensory perception (visual, haptic, olfactory, taste and combinations), and on socially relevant marketing issues such as cause marketing. Current topics she is working on include "the long-term recall of brand information encoded along with smell", "effect of ad copy on the taste experience", "effect of smell on haptic evaluation", "effect of cause marketing on donation to charities". Her research methodology combines experimental techniques with quantitative modeling approaches. She has had numerous articles published in the Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Economic Theory, Journal of Consumer Psychology, Management Science, Journal of Retailing, Journal of Marketing, Journal of Experimental Psychology, Harvard Business Review among others. Her work has been 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, Marketing Science and Marketing Letters.

Aradhna is a sensuist who enjoys drinking second flush Darjeeling tea in porcelain cups, collecting figurative art prints, listening to a-tonal jazz, cooking foods with strong aromas, and gardening without gloves.