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Adding automatically generated short description. For more information see Wikipedia:Bots/Requests for approval/PearBOT 5 Feedback appreciated at User talk:Trialpears

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{{short description|American academic focused on marketing}}
{{Infobox scientist
|image = aradhnakrishna.jpg
|name = Aradhna Krishna
|caption = Aradhna Krishna
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|nationality = [[United States|American]]
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|field = [[Marketing]]
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|work_institutions = [[New York University]] [[Columbia University]] [[National University of Singapore]] [[University of Michigan]]
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|known_for = [[Sensory branding|Sensory Marketing]]
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'''Aradhna Krishna''' is an [[United States|American]] [[academic]] focused on [[marketing]]. She is considered one of the 50 most productive marketing professors in the world.<ref name="AMA">{{cite web |url=http://www4.gsb.columbia.edu/filemgr?file_id=7211964 |title=What Does It Take to Get Promoted in Marketing Academia? Understanding Exceptional Publication Productivity in the Leading Marketing Journals, by Steven H. Seggie & David A. Griffith, 2009, Journal of Marketing |access-date=2012-07-11 |archive-url=https://web.archive.org/web/20121222094914/http://www4.gsb.columbia.edu/filemgr?file_id=7211964 |archive-date=2012-12-22 |url-status=dead }}</ref> Harvard Business Review recently acknowledged her as "the foremost expert in the field" of [[Sensory branding|sensory marketing]].<ref>{{cite web|url=https://hbr.org/2015/03/the-science-of-sensory-marketing |title=Harvard Business Review March 2015}}</ref>
She is the Dwight F. Benton Professor of Marketing at the [[Ross School of Business]] at the [[University of Michigan]]. She was awarded as a Fellow of the Society for Consumer Psychology,<ref>{{cite web|url=http://www.myscp.org/ |title=myscp.org |publisher=myscp.org |date= |accessdate=2013-06-18 |url-status=dead |archiveurl=https://web.archive.org/web/20130617094530/http://myscp.org/ |archivedate=2013-06-17 }}</ref> the organization's highest honor, in recognition of her contributions to consumer psychology.<ref>{{cite web |url=http://www.chilleesys.com/scp/assets/SCP2013_Program.pdf |title=SCP Fellows motivations |access-date=2013-03-07 |archive-url=https://web.archive.org/web/20150220164323/http://www.chilleesys.com/scp/assets/SCP2013_Program.pdf |archive-date=2015-02-20 |url-status=dead }}</ref>

== Contributions to Marketing ==

Aradhna Krishna organized the first academic conference on '''sensory marketing''' (in 2008), bringing together psychologists, neuroscientists, marketing academics and practitioners.<ref>{{cite web |url=http://www.bus.umich.edu/sensorymktg2008/ |title=Sensory Marketing conference presentation-Ross School of Business |access-date=2013-03-26 |archive-url=https://web.archive.org/web/20130410181605/http://www.bus.umich.edu/sensorymktg2008/ |archive-date=2013-04-10 |url-status=dead }}</ref> 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)”.<ref>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}}</ref> 
In more than fifty published articles, Aradhna 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.<ref>{{cite web|url=http://www.aradhnakrishna.com/publicationsresearch.html |title= Aradhna Krishna's articles list}}</ref> Illustrating her research, she also edited and contributed to the book, Sensory Marketing: Research on the Sensuality of Products, in 2009.<ref>{{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= 2009-12-11}}</ref> She also runs an international sensory marketing research laboratory.<ref>{{cite web|url=http://www.sensorymarketinglab.com/ |title= Sensory Marketing Lab}}</ref>
In 2013, she published a book, Customer Sense: How the 5 Senses Influence Buying Behavior, which Kirkus Reviews calls "A sophisticated, easy-handed elucidation of the practice of marketing to our senses".<ref>{{cite web|url=http://www-personal.umich.edu/~aradhna/vital-dimensions.pdf | title = Customer Sense: How the 5 Senses Influence Buying Behavior}}</ref> 
Some important concepts introduced by Professor 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.<ref>{{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}}</ref>
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'''<ref>{{cite web|url=http://www-personal.umich.edu/~aradhna/sizelabels.pdf |title= Aydinoglu, Nilufer and Aradhna Krishna (2011), "Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption", Journal of Consumer Research, Vol. 37, No. 6, 1095-1112 (discussed by Time Magazine Healthland, Globe and Mail, Science Daily).}}</ref>).
'''Smellizing''' is a term coined by Prof. Krishna (Krishna, Morrin and Sayin 2014<ref>{{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=2014-03-02 |archive-url=https://web.archive.org/web/20160304003331/https://dl.dropboxusercontent.com/u/7348954/Aradhna/Smellizing_Krishna.pdf |archive-date=2016-03-04 |url-status=dead }}</ref>) 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 Aradhna Krishna's research and expertise have been recognized not only within academia,<ref name="AMA" /> but within business in general, being frequently quoted in outlets such as Time magazine, The New York Times, and the Telegraph, among others.<ref>{{cite news|url=http://healthland.time.com/2010/11/17/guiltless-gluttony-why-we-eat-more-from-small-packages/ |title= Time, November 17, 2010: Guiltless Gluttony: Why We Eat More From 'Small' Packages | date=November 17, 2010}}</ref><ref>{{cite news|url=https://www.nytimes.com/2009/11/16/business/16drill.html |title= New York Times, November 16, 2009: It's the Scent That Tickles the Memory | work=The New York Times | first=Alex |last=Mindlin |date=November 16, 2009}}</ref><ref>{{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}}</ref>

== Other endeavors ==

Aradhna Krishna is a lead Area Editor for the [[Journal of Consumer Psychology]],<ref>{{cite web|url=http://www.journals.elsevier.com/journal-of-consumer-psychology/editorial-board/ |title=JCP Editorial Board}}</ref> an area editor for [[Management Science]]<ref>{{cite web|url=https://www.informs.org/Pubs/ManSci/Editorial-Board |title=Management Science Editorial Board}}</ref> and serves on the editorial boards of [[Journal of Marketing Research]],<ref>{{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=2013-03-26|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=2013-02-12|url-status=dead}}</ref> [[Journal of Consumer Research]],<ref>{{cite web|url=http://www.ejcr.org/ERB-Deighton.htm |title=JCR Editorial Board}}</ref> and [[Marketing Science]].<ref>{{cite web |url=http://www.bepress.com/roms/editorialboard.html |title=Marketing Science Editorial Board |access-date=2013-03-26 |archive-url=https://web.archive.org/web/20091115002527/http://www.bepress.com/roms/editorialboard.html |archive-date=2009-11-15 |url-status=dead }}</ref> 
She is a consultant to several firms and also serves as expert witness on issues of [[Sensory branding|sensory marketing]], [[pricing]] and [[social marketing]].

== Recognition ==

Fellow of the Society for Consumer Psychology.<ref>{{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=2013-03-24 |df= }}</ref> 
[[Ross School of Business]] Senior Faculty Research Award 2007.<ref>{{cite web|url=http://www.bus.umich.edu/FacultyResearch/Awards.pdf |title=Ross School of Business Award list}}</ref> 
Best paper award at Winter [[American Marketing Association]] conference 2006.<ref>{{cite web|url=http://www.marketingpower.com/Community/ARC/Gated/Documents/Connections/ARC_AMA_WINTER2006.pdf|title=2006 AMA Winter Educators' Conference|access-date=2013-03-26|archive-url=https://web.archive.org/web/20121115075343/http://www.marketingpower.com/Community/ARC/Gated/Documents/Connections/ARC_AMA_WINTER2006.pdf|archive-date=2012-11-15|url-status=dead}}</ref> 
Outstanding reviewer award -- [[Journal of Consumer Research]] (2002-2003).<ref>{{cite web|url=http://www.ejcr.org/outstandingreviewers.html |title=JCR Outstanding reviewers list}}</ref> 
William R. Davidson Award for best paper to appear in the [[Journal of Retailing]] in 2002).<ref>{{cite web|url=http://mk455-pil.wikispaces.com/file/view/Journal+of+Retailing.pdf |title=Journal of Retailing award list}}</ref> 
[[American Marketing Association]] Doctoral Dissertation competition Winner, 1990.<ref>{{cite web|url=http://themarketingfoundation.org/howard_recipients.html|title=John A. Howard/AMA Doctoral Dissertation Award Recipients}}</ref>

== Selected Sensory Marketing Articles ==
*Aydinoglu, Nilufer Z. and Aradhna Krishna (2011), [https://www.jstor.org/stable/10.1086/657557 "Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption,"] [[Journal of Consumer Research]], Vol. 37, No. 6 (April 2011), 1095-1112.
*Krishna, Aradhna, Ryan S. Elder, Cindy Caldara (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]], Vol. 20, No. 4, Oct. 2010, 410-418.
*Krishna, Aradhna, May Lwin and Maureen Morrin (2010), [https://www.jstor.org/stable/10.1086/649909 "Product Scent and Memory]", [[Journal of Consumer Research]] 37(June) 57-67.
*Lwin, May, Maureen Morrin, and 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 and Maureen Morrin (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]], April, Vol. 34, 807-818.
*Krishna, Aradhna (2005), [http://hbr.org/2005/04/how-big-is-tall/ar/1 "How Big is Tall?"], Forethought, [[Harvard Business Review]], April, Vol. 83, Issue 4, 18-19.

== References ==
{{Reflist}}

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

{{Authority control}}

{{DEFAULTSORT:Krishna, Aradhna}}
[[Category:Living people]]
[[Category:American marketing people]]
[[Category:Marketing women]]
[[Category:Ross School of Business faculty]]
[[Category:Year of birth missing (living people)]]

Aradhna Krishna - Revision history

>PearBOT II: Adding automatically generated short description. For more information see Wikipedia:Bots/Requests for approval/PearBOT 5 Feedback appreciated at User talk:Trialpears