Aradhna Krishna

Dwight F. Benton Professor of Marketing

Education
PhD New York University 1989
MBA Indian Institute of Management 1984
BA University of Delhi 1982
Biography

Dr. Aradhna Krishna received her Ph.D. from New York University, her M.B.A. from the Indian Institute of Management, Ahmedabad and her B.A. in Economics from Delhi University. 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 is a behavioral scientist focused on persuasion. She studies how different aspects of product and communication design impact people's perceptions and behaviors, e.g., how does one design a communication that makes people choose more healthy food.  Her work has looked at decisions related to health and nutrition, sensory and non-conscious marketing, food marketing, corporate social responsibility, and political decision making. She is consistently in the lists of the most productive marketing professors in the world. Harvard Business Review recently acknowledged her as "the foremost expert in the field of sensory marketing".  She was awarded as a Fellow of the Society of Consumer Psychology, the organization's highest honor, in recognition of her contributions to consumer psychology.

Dr. Krishna has more than 100 published articles in journals like the Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Harvard Business Review, Journal of Economic Theory, and others.  She is an associate editor for the Journal of Consumer Research and the Journal of Marketing Research. 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. 

Dr. Krishna currently serves on an Expert Advisory Board to the World Food Program for Nutrition Retail Strategy, and is a consultant to Global Alliance for Improved Nutrition.  Previously, she has been on the Board of Directors of Northern Technology International Corporation, and on an advisory panel for BAT.  Her consulting and research relationships include Best Buy, GfK, Procter & Gamble, General Mills, Sauza, Red Scout, 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.

Keywords: Sensory Marketing; Food, Health and Obesity; Gender-Related Issues; Environmental Perceptions; Corporate Political Activism; Voting Behavior; Cause Marketing. 

Latest Faculty News & Research
Featured Books
Customer Sense: How the 5 Senses Influence Buying Behavior
Krishna, Aradhna
For years, marketers have been experimenting with the senses and sensory experiences to create better perceptions of their products. Even with a product as simple as a potato chip, there are many factors that go into the experience of interacting with the chip. How it tastes, how it smells, the sound that eating it makes, and the appearance of its packaging can all influence our perception of the...
Sensory Marketing: Research on the Sensuality of Products
Aradhna Krishna (editor)
Dr. Aradhna Krishna is the Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan, and is one of the pioneers of the field of sensory marketing. She has conducted research on how consumer perceptions and responses change as a function of the type of pricing, promotion, packaging and branding efforts undertaken by managers. Her research has examined many...
How Unnecessary Paper Packaging Creates the Illusion of Sustainability
Authors
Krishna A. and Sokolova T.
Published Date
04/2023
Authors
Krishna A. and Sokolova T.
Source
Harvard Business Review
Gender (Still) Matters in Business Schools
Authors
Krishna, A. and Orhun, Y
Published Date
2022
Authors
Krishna, A. and Orhun, Y
Source
Journal of Marketing Research
Volume
59
Issue
1
Pages
191-210
How does regulatory monitoring of cause marketing affect firm behavior and donations to charity?
Authors
Kopalle, P., Krishna, A., Rajan, U. and Wang, Y.
Published Date
2022
Authors
Kopalle, P., Krishna, A., Rajan, U. and Wang, Y.
Source
International Journal of Research in Marketing
Volume
39
Issue
3
Pages
947-966
Advertising a Desired Change: When Process Simulation Fosters (vs. Hinders) Credibility and Persuasion
Authors
Cian, L., Chiara L., Krishna, A.
Published Date
2020
Authors
Cian, L., Chiara L., Krishna, A.
Source
Journal of Marketing Research
Volume
57
Issue
3
Pages
489-508
Contraction with Unpacking: When Unpacking Leads to Lower Calorie Budgets.
Authors
Jia, M. L., Li, X., Krishna, A.
Published Date
2020
Authors
Jia, M. L., Li, X., Krishna, A.
Source
Journal of Consumer Research
Volume
46
Issue
5
Pages
853-870
It Should not take a Funeral: An Introduction to the Dialogue on the Self-Control Construct
Authors
Krishna, A
Published Date
2020
Authors
Krishna, A
Source
Journal of Consumer Psychology
Volume
30
Issue
1
Pages
178-180
A Quiet Disquiet: Anxiety and Risk Avoidance Due to Imperceptible Differences in Ambient Sound
Authors
Lowe, M., Loveland, K. and Krishna, A.
Published Date
2019
Authors
Lowe, M., Loveland, K. and Krishna, A.
Source
Journal of Consumer Research
Volume
46
Issue
1
Pages
159-179
A Review of Consumer Embarrassment as a Public and Private Emotion
Authors
Krishna, A., Herd, K., and Aydinoglu, N.
Published Date
2019
Authors
Krishna, A., Herd, K., and Aydinoglu, N.
Source
Journal of Consumer Psychology
Volume
29
Issue
3
Pages
492-516
How Brands Acquire Cultural Meaning: Introduction
Authors
Krishna, A
Published Date
2019
Authors
Krishna, A
Source
Journal of Consumer Psychology
Volume
29
Issue
3
Pages
517-518
Impeachment overkill, the USMCA's impact on jobs and the power of imagery: 3 quotes from the Democratic debate, explained
Authors
Krishna A., Burns S., Onyeiwu S.
Published Date
12/2019
Authors
Krishna A., Burns S., Onyeiwu S.
Source
The Conversation
Introduction to the Research Dialogue on Children and Persuasion
Authors
Krishna, A
Published Date
2019
Authors
Krishna, A
Source
Journal of Consumer Psychology
Volume
29
Issue
2
Pages
306-308
Introduction to the Research Dialogue on Children and Persuasion
Authors
Krishna, A.
Published Date
2019
Authors
Krishna, A.
Source
Journal of Consumer Psychology
Volume
29
Issue
2
Pages
306-208
Out of Proportion? The Effect of Leftovers on Eating-Related Affect and Behavior
Authors
Krishna, A., Hagen L
Published Date
2019
Authors
Krishna, A., Hagen L
Source
Journal of Experimental Social Psychology
Volume
81
Issue
1
Pages
15-26
Out of Proportion? The Effect of Leftovers on Eating-Related Affect and Behavior
Authors
Krishna, A., Hagen, L.
Published Date
2019
Authors
Krishna, A., Hagen, L.
Source
Journal of Experimental Social Psychology
Volume
44
Issue
1
Pages
520-521
Outsourcing Responsibility for Indulgent Food Consumption to Prevent Negative Affect
Authors
Hagen, L., Krishna A., McFerran B.
Published Date
2019
Authors
Hagen, L., Krishna A., McFerran B.
Source
Journal of the Association of Consumer Research
Volume
4
Issue
2
Pages
136-146
Outsourcing Responsibility for Indulgent Food Consumption to Prevent Negative Affect
Authors
Krishna, A., Herd, K., Aydinoglu, N.
Published Date
2019
Authors
Krishna, A., Herd, K., Aydinoglu, N.
Source
Journal of the Association for Consumer Research
Volume
4
Issue
2
Pages
136-146
The Power of Consumption Imagery in Communicating Retail-Store Deals
Authors
Krishna, Aydinoglu
Published Date
2019
Authors
Krishna, Aydinoglu
Source
Journal of Retailing
Volume
95
Issue
4
Pages
116-127
A Focus on Partisanship: How It Impacts Voting behaviors and Political Attitudes
Authors
Krishna, Aradhna and Tatiana Sokolova
Published Date
2017
Authors
Krishna, Aradhna and Tatiana Sokolova
Source
Journal of Consumer Psychology
Volume
27
Issue
4
Pages
537-545
Does Red Bull give wings to vodka? Placebo effects of marketing labels on perceived intoxication and risky attitudes and behaviors
Authors
Cornil, Y., Chandon, P. and Krishna, A.
Published Date
2017
Authors
Cornil, Y., Chandon, P. and Krishna, A.
Source
Journal of Consumer Psychology
Volume
27
Issue
4
Pages
456-465
Proactive Interference in Numeric Evaluations: The Rating Polarity Effect
Authors
Kyung, E., Thomas, M., and Krishna, A.
Published Date
2017
Authors
Kyung, E., Thomas, M., and Krishna, A.
Source
Journal of Consumer Research
Volume
44
Issue
1
Pages
62-79
Rejecting Responsibility: Low Physical Involvement in Obtaining Food Promotes Unhealthy Eating
Authors
Hagen, A., Krishna, A. and McFerran, B.
Published Date
2017
Authors
Hagen, A., Krishna, A. and McFerran, B.
Source
Journal of Marketing Research
Volume
54
Issue
4
Pages
589-694
Sensory Aspects of Package Design
Authors
Krishna, A., Cian, L., and Aydinoglu, N.
Published Date
2017
Authors
Krishna, A., Cian, L., and Aydinoglu, N.
Source
Journal of Retailing
Volume
93
Issue
1
Pages
43-54
Turning off the lights: Consumers’ environmental efforts depend on visible effort of firms
Authors
Wang, W., Krishna, A., and McFerran, B
Published Date
2017
Authors
Wang, W., Krishna, A., and McFerran, B
Source
Journal of Consumer Research
Volume
54
Issue
3
Pages
478-494
A Commentary on 'The Senses in Anthropological and Marketing Research: Investigating a Consumer-Brand Ritual Holistically'
Authors
Krishna, A.
Published Date
2016
Authors
Krishna, A.
Source
Journal of Business Anthropology
Volume
4
Issue
1
Pages
31-35
Another Spotlight on Spotlight
Authors
Krishna, A.
Published Date
2016
Authors
Krishna, A.
Source
Journal of Consumer Psychology
Volume
26
Issue
3
Pages
315-324
Computer Interfaces and the "Direct-Touch" Effect: Can iPads Increase the Choice of Hedonic Food?
Authors
Shen, H., Zhang, M., and Krishna, A.
Published Date
2016
Authors
Shen, H., Zhang, M., and Krishna, A.
Source
Journal of Marketing Research
Volume
53
Issue
5
Pages
745-758
Is it more rational to say “no”?: How choosing versus rejecting alternatives affects information processing.
Authors
Sokolova, T. and Krishna, A.
Published Date
2016
Authors
Sokolova, T. and Krishna, A.
Source
Journal of Consumer Research
Volume
43
Issue
0
Pages
614-635
Positioning Rationality and Emotion: Rationality Is Up and Emotion Is Down
Authors
Cian, L., Krishna, A., and Schwarz, N.
Published Date
2016
Authors
Cian, L., Krishna, A., and Schwarz, N.
Source
Journal of Consumer Research
Volume
42
Issue
4
Pages
632-651
The Power of Sensory Marketing in Advertising
Authors
Krishna, A., Cian, L., and Sokolova, T
Published Date
2016
Authors
Krishna, A., Cian, L., and Sokolova, T
Source
Current Opinion in Psychology
Volume
10
Issue
0
Pages
142-147
"The Science of Sensory Marketing". This is an article about the field I created and features me as the central figure. This article has been downloaded (and purchased) by many firms and distributed to their marketing employees.
Authors
Harvard Business Review
Published Date
03/2015
Authors
Harvard Business Review
Source
Harvard Business Review
Grasping the Grounded Nature of Mental Simulation (forthcoming)
Authors
Elder, Ryan S. and Aradhna Krishna
Published Date
2015
Authors
Elder, Ryan S. and Aradhna Krishna
Source
In-Mind Magazine
Sound and Safe: The Effect of Auditory Input on Perceived Safety of Public Spaces
Authors
Krishna, A., Sayin, E., Ardelet, C., Briand, G.,and Goudey, A.
Published Date
2015
Authors
Krishna, A., Sayin, E., Ardelet, C., Briand, G.,and Goudey, A.
Source
International Journal of Research in Marketing
Volume
32
Issue
4
Pages
343-353
Wetting the Bed at Twenty One: Embarrassment as a Private Emotion
Authors
Krishna, A., Aydinoglu, N. and Herd, K.
Published Date
07/2015
Authors
Krishna, A., Aydinoglu, N. and Herd, K.
Source
Journal of Consumer Psychology
Volume
25
Issue
3
Pages
473-486
This Logo Moves Me: Dynamic Imagery from Static Images
Authors
Krishna, Aradhna; Cian, Luca; and Elder, Ryan
Published Date
04/2014
Authors
Krishna, Aradhna; Cian, Luca; and Elder, Ryan
Source
Journal of Marketing Research
Volume
51
Issue
2
Pages
184-197
An Integrative Review of Sensory Marketing: Engaging the Senses to affect Perception, Judgment and Behavior
Authors
Aradhna Krishna
Published Date
2012
Authors
Aradhna Krishna
Source
Journal of Consumer Psychology
Volume
22
Issue
3
Pages
332-351
Enticing for me but Unfair to Her: Can Targeted Pricing Evoke Socially Conscious Behavior?
Authors
Aradhna Krishna and Yu Wang
Published Date
2012
Authors
Aradhna Krishna and Yu Wang
Source
Journal of Consumer Psychology
Volume
22
Issue
3
Pages
433-442
Imagining Thin: Why Vanity Sizing Works
Authors
Aradhna Krishna and Nilufer Aydinoglu
Published Date
2012
Authors
Aradhna Krishna and Nilufer Aydinoglu
Source
Journal of Consumer Psychology
Volume
22
Issue
4
Pages
565-572
Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria
Authors
Aradhna Krishna, John Lynch, Joseph Alba, Vicki Morwitz and Zeynep Gurhan-Canli
Published Date
2012
Authors
Aradhna Krishna, John Lynch, Joseph Alba, Vicki Morwitz and Zeynep Gurhan-Canli
Source
Journal of Consumer Psychology
Volume
22
Issue
4
Pages
374-485
The Visual Depiction Effect: Inducing Embodied Mental Simulation that Evokes Motor Responses
Authors
Aradhna Krishna and Ryan Elder
Published Date
2012
Authors
Aradhna Krishna and Ryan Elder
Source
Journal of Consumer Research
Volume
38
Issue
6
Pages
988-1003
Two questions to ask before buying pink
Authors
Aradhna Krishna
Published Date
2012
Authors
Aradhna Krishna
Source
Op-Ed- Detroit Free Press
Two questions to ask before buying pink
Authors
Aradhna Krishna
Published Date
10/2012
Authors
Aradhna Krishna
Source
Detroit Free Press
Can Supporting a Cause Decrease Donations and Happiness?: The Cause Marketing Paradox
Authors
Aradhna Krishna
Published Date
07/2011
Authors
Aradhna Krishna
Source
Journal of Consumer Psychology
Volume
21
Issue
3
Pages
338-345
Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption
Authors
Aradhna Krishna and Nilufer Aydinoglu
Published Date
2011
Authors
Aradhna Krishna and Nilufer Aydinoglu
Source
Journal of Consumer Research
Volume
37
Issue
6
Pages
1095-1112
Philanthropy and Marketing
Authors
Aradhna Krishna
Published Date
10/2011
Authors
Aradhna Krishna
Source
Toronto Star (op-ed)
Price-Matching Guarantees with Endogenous Search: A Market Experiment Approach
Authors
Aradhna Krishna and Hong Yuan
Published Date
2011
Authors
Aradhna Krishna and Hong Yuan
Source
Journal of Retailing
Volume
87
Issue
2
Pages
182-193
Retroactive Interference from Scent Cues and the Effect on Product Recall
Authors
Aradhna Krishna, May Lwin, and Maureen Morrin
Published Date
07/2011
Authors
Aradhna Krishna, May Lwin, and Maureen Morrin
Source
Journal of Consumer Psychology
Volume
21
Issue
3
Pages
354-361
The Right Way for Companies to Mix Donations and Marketing
Authors
Aradhna Krishna
Published Date
10/2011
Authors
Aradhna Krishna
Source
Detroit Free Press (op-ed)
Eulogy to a Management Guru
Authors
Aradhna Krishna
Published Date
04/2010
Authors
Aradhna Krishna
Source
Economic Times
Exploring the Superadditive Effects of Scent and Pictures on Verbal Recall
Authors
Aradhna Krishna, May Lwin, and Maureen Morrin
Published Date
2010
Authors
Aradhna Krishna, May Lwin, and Maureen Morrin
Source
Journal of Consumer Psychology
Volume
20
Issue
3
Pages
317-326
Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience
Authors
Aradhna Krishna, Ryan Elder, and Cindy Caldara
Published Date
10/2010
Authors
Aradhna Krishna, Ryan Elder, and Cindy Caldara
Source
Journal of Consumer Psychology
Volume
20
Issue
4
Pages
410-418
Product Scent and Memory
Authors
Aradhna Krishna, May Lwin, and Maureen Morrin
Published Date
06/2010
Authors
Aradhna Krishna, May Lwin, and Maureen Morrin
Source
Journal of Consumer Research
Volume
37
Pages
57-67
Retailer Dynamic Pricing and Ordering Decisions: Category Management versus Brand-by-Brand Approaches
Authors
Aradhna Krishna, Joseph Hall, and Praveen Kopalle
Published Date
2010
Authors
Aradhna Krishna, Joseph Hall, and Praveen Kopalle
Source
Journal of Retailing
Volume
86
Issue
2
Pages
172-183
The Effect of Advertising Copy on Sensory Thoughts and Perceived Taste
Authors
Aradhna Krishna and Ryan Elder
Published Date
2010
Authors
Aradhna Krishna and Ryan Elder
Source
Journal of Consumer Research
Volume
36
Issue
5
Pages
748-756
When Walmart Enters: How Incumbent Retailers React and How this Affects their Sales Outcomes
Authors
Aradhna Krishna, Kusum Ailawadi, Jie Zhang, and Mike Kruger
Published Date
08/2010
Authors
Aradhna Krishna, Kusum Ailawadi, Jie Zhang, and Mike Kruger
Source
Journal of Marketing Research
Volume
47
Issue
4
Pages
577-593
Energy drinks and alcohol, a risky mix… psychologically
Authors
Chandon Pierre, Aradhna Krishna and Yann Cornil
Published Date
05/2017
Authors
Chandon Pierre, Aradhna Krishna and Yann Cornil
Source
The Conversation US, The Conversation, France
Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Chinese
Authors
Krishna, A.
Published Date
2016
Authors
Krishna, A.
Source
hibooks
Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Japanese
Authors
Krishna, A.
Published Date
2016
Authors
Krishna, A.
Source
Yuhikaku
Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Turkish
Authors
Krishna, Aradhna
Published Date
2016
Authors
Krishna, Aradhna
Source
Palgrave Macmillan, NYC
Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Turkish
Authors
Krishna, A.
Published Date
2016
Authors
Krishna, A.
Source
ka kitap
Customer Sense: How the 5 Senses Influence Buying Behavior Translations: Chinese
Authors
Krishna, Aradhna
Published Date
2016
Authors
Krishna, Aradhna
Source
Palgrave Macmillan
Customer Sense: How the 5 Senses Influence Buying Behavior Translations: Japanese
Authors
Krishna, Aradhna
Published Date
2016
Authors
Krishna, Aradhna
Source
Palgrave Macmillan, NYC
Customer Sense: How the 5 Senses Influence Buying Behavior
Authors
Aradhna Krishna
Published Date
2013
Authors
Aradhna Krishna
Source
Palgrave Macmillan, NYC
Customer Sense: How the 5 Senses Influence Buying Behavior
Authors
Krishna, Aradhna
Published Date
2013
Authors
Krishna, Aradhna
Source
Palgrave Macmillan
Customer Sense: How the 5 Senses Influence Buying Behavior
Authors
Aradhna Krishna
Published Date
2013
Authors
Aradhna Krishna
Source
Palgrave Macmillan, NYC
Sensory Marketing: Research on the Sensuality of Consumers, Chinese Edition
Authors
Aradhna Krishna
Published Date
2012
Authors
Aradhna Krishna
Source
Oriental Press
Sensory Marketing: Research on the Sensuality of Consumers, Chinese edition
Authors
Aradhna Krishna
Published Date
2012
Authors
Aradhna Krishna
Source
xxxx
Sensory Marketing: Research on the Sensuality of Products
Authors
Aradhna Krishna
Published Date
12/2009
Authors
Aradhna Krishna
Source
Routledge Academic
The Psychology of Design: Creating Consumer Appeal
Authors
Aradhna Krishna
Published Date
2016
Authors
Aradhna Krishna
Source
Taylor & Francis
Sensory Imagery for Design
Rajeev Batra
Creative Engagements, Journal of Business Anthropology
Authors
Krishna, A.
Published Date
2015
Authors
Krishna, A.
Source
Berghahn Book publishers
Sensory Marketing and Anthropology: A Survey (Turned Down Invited Chapter)
Brian Moeran and James Carrier
Foundations and Trends in Marketing
Authors
Krishna, A.
Published Date
2015
Authors
Krishna, A.
Source
Now Publishers
Review of Sensory Marketing (Turned Down Invited Chapter)
Josh Eliasgberg, Bernd Schmitt and Olivier Toubia
The Psychology of Design
Authors
Krsihna, A
Published Date
2015
Authors
Krsihna, A
Source
Taylor & Francis
Sensory Imagery for Design
Batra, R
Consumer Behavior: Buying, Having and Being (9th edition)
Authors
Aradhna Krishna
Published Date
2011
Authors
Aradhna Krishna
Source
Pearson Higher Education
As I See it: Sensory marketing
Mike Solomon
Sensory Marketing: Research on the Sensuality of Consumers
Authors
Aradhna Krishna and Ryan Elder
Published Date
2009
Authors
Aradhna Krishna and Ryan Elder
Source
Routledge Academic
The Gist of Gustation: Taste, Food and Consumption
Aradhna Krishna
Sensory Marketing: Research on the Sensuality of Consumers
Authors
Aradhna Krishna
Published Date
2009
Authors
Aradhna Krishna
Source
Routledge Academic
Introduction to Sensory Marketing
Aradhna Krishna
Sensory Marketing: Research on the Sensuality of Consumers
Authors
Aradhna Krishna, Nilufer Aydinoglu, and Brian Wansink
Published Date
2009
Authors
Aradhna Krishna, Nilufer Aydinoglu, and Brian Wansink
Source
Routledge Academic
Do Size Labels have a Common Meaning across Consumers?
Aradhna Krishna