Dr. Aradhna Krishna, Dwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan
Dr. Krishna is considered one of the 50 most productive marketing professors in the world (Seggie & Griffith, 2009; AMA DocSig, 2014). In particular, she is considered the pioneer of the field of sensory marketing. Harvard Business Review recently acknowledged her as "the foremost expert in the field" of sensory marketing. For her leadership role in sensory marketing, Prof. Krishna has been recognized as a Fellow of the Society of Consumer Psychology.
She defines sensory marketing as: “Marketing that engages the consumers' senses and affects their perception, judgment and behavior.” She suggests that "sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality)."
Her research has been published in leading academic journals, such as 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, and Harvard Business Review. Her work has been cited on NPR, New York Times, Herald Tribune, Huffington Post, Wall Street Journal, and several other publications. Dr. Krishna is also the author of two books, Sensory Marketing: Research on the Sensuality of Productsand Customer Sense: How the 5 Senses Influence Buying Behavior, which have been translated to multiple languages.
As part of her program to grow the field and disseminate knowledge, Prof. Krishna runs a Sensory Marketing Laboratory where she guides other scholars in their research. The lab focuses on understanding how sensory aspects of products (i.e., the touch, taste, smell, sound and visual aspects of products) affect consumer emotions, memories, perceptions, preferences, choices and consumption of these products. Research from the lab helps in designing products and services with new sensations or in bringing attention to existing sensations that can increase a product's appeal. The lab is international and has attracted researchers from China, France, Iran, Italy, Germany, Norway, Russia, Singapore, Turkey, and other countries.
Dr. Krishna 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.
She is a popular keynote speaker at industry and academic conferences and consults with many companies about sensory marketing.For further information, please consult her webpage or her Wikipedia page.
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