Aradhna Krishna

Krishna organized the first academic conference on sensory marketing' (in 2008), bringing together psychologists, neuroscientists, marketing academics and practitioners.{{cite web |url=http://www.bus.umich.edu/sensorymktg2008/ |title=Sensory Marketing conference presentation-Ross School of Business |access-date=March 26, 2013 |archive-url=https://web.archive.org/web/20130410181605/http://www.bus.umich.edu/sensorymktg2008/ |archive-date=April 10, 2013 |url-status=dead }} She defines sensory marketing as "marketing that engages the consumers' senses and affects their perception, judgment and behavior (and suggests that) from a managerial perspective, 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)".Quoted from {{cite web|url=http://www-personal.umich.edu/~aradhna/JCPS_247_rev_prf_ak.pdf |title= Aradhna Krishna, An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior, Journal of Consumer Psychology, 2011}}

In more than fifty published articles, Krishna has explored ways in which a product's look, feel, taste, sound, and smell contribute to how it is perceived, and how people respond to it.{{cite web|url=http://www.aradhnakrishna.com/publicationsresearch.html |title= Aradhna Krishna's articles list}} Illustrating her research, she also edited and contributed to the book, Sensory Marketing: Research on the Sensuality of Products, in 2009.{{cite book|url=https://books.google.com/books?id=vGdv2VR87CUC |title= Sensory Marketing: Research on the Sensuality of Products|isbn= 9780203892060|last1= Krishna|first1= Aradhna|date= December 11, 2009}} She also runs an international sensory marketing research laboratory.{{cite web|url=http://www.sensorymarketinglab.com/ |title= Sensory Marketing Lab}}

In 2013, she published a book, Customer Sense: How the 5 Senses Influence Buying Behavior.{{cite web|url=http://www-personal.umich.edu/~aradhna/vital-dimensions.pdf | title = Customer Sense: How the 5 Senses Influence Buying Behavior}}

Some important concepts introduced by Krishna's work are perceived consumption, guiltless gluttony, and Smellizing. Raghubir and Krishna (1999) show that container shapes can impact perceived consumption, which is how much consumers think they have eaten or drunk as opposed to how much they have actually eaten or drunk.{{cite web|url=http://www-personal.umich.edu/~aradhna/vital-dimensions.pdf |title= Raghubir, Priya and Aradhna Krishna (1999), "Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach?", Journal of Marketing Research, Vol. 36, No. 3, 313-326}}

Aydinoglu and Krishna (2011) show that food size labels (e.g., a large size portion of french fries being labeled medium) can result in believing that one has not eaten too much and thus not feeling guilty about it (guiltless gluttony).{{cite journal |last1=Aydinoğlu |first1=Nilüfer Z. |name-list-style=amp |last2=Krishna |first2=Aradhna |date=April 1, 2011 |url=http://www-personal.umich.edu/~aradhna/sizelabels.pdf |title=Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption |journal=Journal of Consumer Research |volume=37 |issue=6 |pages=1095–1112 |doi=10.1086/657557}}

Smellizing is a term coined by Krishna (Krishna, Morrin and Sayin 2014{{cite web |url=https://dl.dropboxusercontent.com/u/7348954/Aradhna/Smellizing_Krishna.pdf |title=Krishna, Aradhna, Maureen Morrin and Eda Sayin, "Smellizing Cookies and Salivating: A Focus on Olfactory Imagery", forthcoming Journal of Consumer Research. |access-date=March 2, 2014 |archive-url=https://web.archive.org/web/20160304003331/https://dl.dropboxusercontent.com/u/7348954/Aradhna/Smellizing_Krishna.pdf |archive-date=March 4, 2016 |url-status=dead }}) to reflect "imagining smells". Krishna, Morrin and Sayin (2014) show that smellizing foods can result in similar physiological responses (salivation) as real smells, when a picture of the food is also available.

Besides sensory marketing, she works on designing winning cause marketing and corporate social responsibility programs, and on constructing engaging pricing and promotion policies.

The implications of Krishna's research and expertise have been recognized not only within academia, but within business in general, being frequently quoted in outlets such as Time magazine, The New York Times, and The Daily Telegraph.{{cite news|url=https://healthland.time.com/2010/11/17/guiltless-gluttony-why-we-eat-more-from-small-packages/ |magazine=Time |date=November 17, 2010 |title=Guiltless Gluttony: Why We Eat More From 'Small' Packages}}{{cite news|url=https://www.nytimes.com/2009/11/16/business/16drill.html |title=It's the Scent That Tickles the Memory | work=The New York Times | first=Alex |last=Mindlin |date=November 16, 2009}}{{cite news|url=https://www.telegraph.co.uk/foodanddrink/foodanddrinknews/5884340/Adverts-work-best-when-appealing-to-all-senses.html |title= UK Telegraph, July 22, 2009: Adverts Work Best When Appealing to All Senses | location=London | work=The Daily Telegraph |date=July 22, 2009}}

Krishna is a lead area editor for the Journal of Consumer Psychology,{{cite web|url=http://www.journals.elsevier.com/journal-of-consumer-psychology/editorial-board/ |title=JCP Editorial Board}} an area editor for Management Science{{cite web|url=https://www.informs.org/Pubs/ManSci/Editorial-Board |title=Management Science Editorial Board}} and serves on the editorial boards of Journal of Marketing Research,{{cite web|url=http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JMREditorialReviewBoard.aspx|title=JMR Editorial Board|access-date=March 26, 2013|archive-url=https://web.archive.org/web/20130212030458/http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JMREditorialReviewBoard.aspx|archive-date=February 12, 2013|url-status=dead}} Journal of Consumer Research,{{cite web|url=http://www.ejcr.org/ERB-Deighton.htm |title=JCR Editorial Board}} and Marketing Science.{{cite web |url=http://www.bepress.com/roms/editorialboard.html |title=Marketing Science Editorial Board |access-date=March 26, 2013 |archive-url=https://web.archive.org/web/20091115002527/http://www.bepress.com/roms/editorialboard.html |archive-date=November 15, 2009 |url-status=dead }}

• Fellow of the Society for Consumer Psychology{{cite web|url=http://www.myscp.org/about/honorees.aspx |title=SCP Fellows list |url-status=dead |archiveurl=https://web.archive.org/web/20130324234737/http://www.myscp.org/about/honorees.aspx |archivedate=March 24, 2013 }}
• Ross School of Business Senior Faculty Research Award 2007{{cite web|url=http://www.bus.umich.edu/FacultyResearch/Awards.pdf |title=Ross School of Business Award list}}
• Best paper award at Winter American Marketing Association conference 2006{{cite web|url=http://www.marketingpower.com/Community/ARC/Gated/Documents/Connections/ARC_AMA_WINTER2006.pdf|title=2006 AMA Winter Educators' Conference|access-date=March 26, 2013|archive-url=https://web.archive.org/web/20121115075343/http://www.marketingpower.com/Community/ARC/Gated/Documents/Connections/ARC_AMA_WINTER2006.pdf|archive-date=November 15, 2012|url-status=dead}}
• Outstanding reviewer award - Journal of Consumer Research (2002-2003).{{cite web|url=http://www.ejcr.org/outstandingreviewers.html |title=JCR Outstanding reviewers list}}
• William R. Davidson Award for best paper to appear in the Journal of Retailing in 2002{{cite web|url=http://mk455-pil.wikispaces.com/file/view/Journal+of+Retailing.pdf |title=Journal of Retailing award list}}
• American Marketing Association Doctoral Dissertation competition winner, 1990.{{cite web|url=http://themarketingfoundation.org/howard_recipients.html|title=John A. Howard/AMA Doctoral Dissertation Award Recipients}}

• {{cite journal |last1=Aydinoğlu |first1=Nilüfer Z. |name-list-style=amp |last2=Krishna |first2=Aradhna |date=April 1, 2011 |url=http://www-personal.umich.edu/~aradhna/sizelabels.pdf |title=Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption |journal=Journal of Consumer Research |volume=37 |issue=6 |pages=1095–1112 |doi=10.1086/657557}}
• Krishna, Aradhna, Ryan S. Elder & Cindy Caldara (October 2010), [http://www.sciencedirect.com/science/article/pii/S1057740810000641 "Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience"], Journal of Consumer Psychology, 20 (4): 410-418.
• Krishna, Aradhna, May Lwin & Maureen Morrin (June 2010), [https://www.jstor.org/stable/10.1086/649909 "Product Scent and Memory]", Journal of Consumer Research. 37: 57-67.
• Lwin, May, Maureen Morrin, & Aradhna Krishna (2010), [http://www.sciencedirect.com/science/article/pii/S1057740810000331 "Exploring the Superadditive Effects of Scent and Pictures on Verbal Recall: An Extension of Dual Coding Theory"], Journal of Consumer Psychology, 20 (3): 317-326.
• Krishna, Aradhna & Maureen Morrin (April 2008), [https://www.jstor.org/stable/10.1086/523286 "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues"], Journal of Consumer Research, 34: 807-818.
• Krishna, Aradhna (April 2005), [http://hbr.org/2005/04/how-big-is-tall/ar/1 "How Big is Tall?"], Forethought, Harvard Business Review, 83 (4): 18-19.

{{Reflist}}

• {{Official website|http://www.aradhnakrishna.com/ }}
• [http://www.sensorymarketinglab.com/ Aradhna Krishna's Sensory Marketing Lab]

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Category:Living people

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