Aradhna Krishna

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

Contact Information

Phone
(734) 764-2322
Fax
(734) 936-8715
Email
Room
R6354
Research

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.

Dr. Krishna's research focuses on how sensory inputs impact consumers' perceptions, judgements and decisions. Her work has examined the formation and impact of smell, taste, haptic, visual and auditory perceptions singly and in combination, and also sensory imagery and mental simulation. Her work on these topics has earned her recognition as 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. Dr. Krishna also studies how contextual factors and design interfaces affect behavior with a focus on food and health, corporation social responsibility and donation, and voting behaviors. She has more than 60 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 area editor for the Journal of Consumer Psychology, and an associate editor for the Journal of Marketing Research and Management Science. 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 has been on the Board of Directors of Northern Technology International Corporation, and is currently on an advisory panel for BAT and the advisory board of Dr. Maths. 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.

 

Featured Books

Customer Sense: How the 5 Senses Influence Buying Behavior

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 potato chip itself.

As scientists and managers begin to...

Sensory Marketing: Research on the Sensuality of Products

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 forms of sensory perception - visual, haptic, olfactory, taste and...

Authors
Chandon, P., Krishna, A. and Cornil, Y.
Published Date
05/2017

Source

The Conversation (US and France)

Sensory Aspects of Package Design

Authors
Krishna, A., Cian, L., and Aydinoglu, N.
Published Date
2017

Source

Journal of Retailing
Volume: 
93
Issue: 
1
Pages: 
43-54

A Commentary on 'The Senses in Anthropological and Marketing Research: Investigating a Consumer-Brand Ritual Holistically'

Authors
Krishna, A.
Published Date
2016

Source

Journal of Business Anthropology
Volume: 
4
Issue: 
1
Pages: 
31-35

Another Spotlight on Spotlight

Authors
Krishna, A.
Published Date
2016

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

Source

Journal of Marketing Research
Volume: 
53
Issue: 
5
Pages: 
745-758
Authors
Krishna, A. and Sokolova, T.
Published Date
9/2016

Source

The Conversation (133,000+ reads, carried by many papers including Washington Post, Newsweek, The Guardian)

Is it more rational to say “no”?: How choosing versus rejecting alternatives affects information processing.

Authors
Sokolova, T. and Krishna, A.
Published Date
2016

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

Source

Journal of Consumer Research
Volume: 
42
Issue: 
4
Pages: 
632-651
Authors
Krishna, A.
Published Date
12/2016

Source

Atlantics Quartz

The Power of Sensory Marketing in Advertising

Authors
Krishna, A., Cian, L., and Sokolova, T
Published Date
2016

Source

Current Opinion in Psychology
Volume: 
10
Issue: 
0
Pages: 
142-147
Authors
Krishna, A.
Published Date
11/2016

Source

The Conversation (41,000+ reads -- carried nu many papers including Scientific American, Daily Mail, PBS)

"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

Source

Harvard Business Review
Authors
Cian, L., Krishna, A. and Elder, R.
Published Date
2015

Source

Journal of Consumer Research
Volume: 
41
Issue: 
6
Pages: 
1426-1446

Grasping the Grounded Nature of Mental Simulation (forthcoming)

Authors
Elder, Ryan S. and Aradhna Krishna
Published Date
2015

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

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

Source

Journal of Consumer Psychology
Volume: 
25
Issue: 
3
Pages: 
473-486
Authors
Elder, R. and Krishna, A.
Published Date
2014

Source

In-Mind Magazine
Volume: 
4/2014
Issue: 
20
Pages: 
n/a
Authors
Krishna, A. and Schwarz, N.
Published Date
2014

Source

Journal of Consumer Psychology
Volume: 
24
Issue: 
2
Pages: 
158-298
Authors
Krishna, A., Morrin, M. and Sayin, E.
Published Date
2014

Source

Journal of Consumer Research
Volume: 
41
Issue: 
1
Pages: 
18-34
Authors
Krishna, A., Biswas, D., Szocs, C. and Lehmann, D.
Published Date
2014

Source

Journal of Consumer Research
Volume: 
41
Issue: 
2
Pages: 
261-273

This Logo Moves Me: Dynamic Imagery from Static Images

Authors
Krishna, Aradhna; Cian, Luca; and Elder, Ryan
Published Date
04/2014

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

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

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

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

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

Source

Journal of Consumer Research
Volume: 
38
Issue: 
6
Pages: 
988-1003

Two questions to ask before buying pink

Authors
Aradhna Krishna
Published Date
10/2012

Source

Detroit Free Press

Two questions to ask before buying pink

Authors
Aradhna Krishna
Published Date
2012

Source

Op-Ed- Detroit Free Press

Can Supporting a Cause Decrease Donations and Happiness?: The Cause Marketing Paradox

Authors
Aradhna Krishna
Published Date
07/2011

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

Source

Journal of Consumer Research
Volume: 
37
Issue: 
6
Pages: 
1095-1112

Philanthropy and Marketing

Authors
Aradhna Krishna
Published Date
10/2011

Source

Toronto Star (op-ed)

Price-Matching Guarantees with Endogenous Search: A Market Experiment Approach

Authors
Aradhna Krishna and Hong Yuan
Published Date
2011

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

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

Source

Detroit Free Press (op-ed)

Eulogy to a Management Guru

Authors
Aradhna Krishna
Published Date
04/2010

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

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

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

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

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

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

Source

Journal of Marketing Research
Volume: 
47
Issue: 
4
Pages: 
577-593

Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Turkish

Authors
Krishna, Aradhna
Published Date
2016

Source

Palgrave Macmillan, NYC

Customer Sense: How the 5 Senses Influence Buying Behavior Translations: Chinese

Authors
Krishna, Aradhna
Published Date
2016

Source

Palgrave Macmillan

Customer Sense: How the 5 Senses Influence Buying Behavior Translations: Japanese

Authors
Krishna, Aradhna
Published Date
2016

Source

Palgrave Macmillan, NYC

Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Chinese

Authors
Krishna, A.
Published Date
2016

Source

hibooks

Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Japanese

Authors
Krishna, A.
Published Date
2016

Source

Yuhikaku

Customer Sense: How the 5 Senses Influence Buying Behavior Translation: Turkish

Authors
Krishna, A.
Published Date
2016

Source

ka kitap

Customer Sense: How the 5 Senses Influence Buying Behavior

Authors
Aradhna Krishna
Published Date
2013

Source

Palgrave Macmillan, NYC

Customer Sense: How the 5 Senses Influence Buying Behavior

Authors
Aradhna Krishna
Published Date
2013

Source

Palgrave Macmillan, NYC

Customer Sense: How the 5 Senses Influence Buying Behavior

Authors
Krishna, Aradhna
Published Date
2013

Source

Palgrave Macmillan

Sensory Marketing: Research on the Sensuality of Consumers, Chinese edition

Authors
Aradhna Krishna
Published Date
2012

Source

xxxx

Sensory Marketing: Research on the Sensuality of Consumers, Chinese Edition

Authors
Aradhna Krishna
Published Date
2012

Source

Oriental Press

Sensory Marketing: Research on the Sensuality of Products

Authors
Aradhna Krishna
Published Date
12/2009

Source

Routledge Academic

Sensory Imagery for Design

Authors
Aradhna Krishna
Published Date
2016

Source

Taylor & Francis
The Psychology of Design: Creating Consumer Appeal
Rajeev Batra

Sensory Marketing and Anthropology: A Survey (Turned Down Invited Chapter)

Authors
Krishna, A.
Published Date
2015

Source

Berghahn Book publishers
Creative Engagements, Journal of Business Anthropology
Brian Moeran and James Carrier

Review of Sensory Marketing (Turned Down Invited Chapter)

Authors
Krishna, A.
Published Date
2015

Source

Now Publishers
Foundations and Trends in Marketing
Josh Eliasgberg, Bernd Schmitt and Olivier Toubia

Sensory Imagery for Design

Authors
Krsihna, A
Published Date
2015

Source

Taylor & Francis
The Psychology of Design
Batra, R

As I See it: Sensory marketing

Authors
Aradhna Krishna
Published Date
2011

Source

Pearson Higher Education
Consumer Behavior: Buying, Having and Being (9th edition)
Mike Solomon

Do Size Labels have a Common Meaning across Consumers?

Authors
Aradhna Krishna, Nilufer Aydinoglu, and Brian Wansink
Published Date
2009

Source

Routledge Academic
Sensory Marketing: Research on the Sensuality of Consumers
Aradhna Krishna

Introduction to Sensory Marketing

Authors
Aradhna Krishna
Published Date
2009

Source

Routledge Academic
Sensory Marketing: Research on the Sensuality of Consumers
Aradhna Krishna

The Gist of Gustation: Taste, Food and Consumption

Authors
Aradhna Krishna and Ryan Elder
Published Date
2009

Source

Routledge Academic
Sensory Marketing: Research on the Sensuality of Consumers
Aradhna Krishna
Ross Thought In Action
Research by Professor Aradhna Krishna suggests beliefs about energy drink cocktails affect behavior.

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