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Aradhna Krishna

Aradhna Krishna

Dwight F. Benton Professor of Marketing; University of Michigan's Ross School of Business

Aradhna Krishna  is the Dwight. F. Benton Professor of Marketing at the Ross School of Business, University of Michigan. She is also the Director of the Sensory Marketing Lab which 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 products.  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.
Krishna does research and teaching in the areas of pricing, sensory marketing and socially relevant marketing.  She is considered one of the 50 most productive marketing professors in the world.  She has published more than 60 articles in peer reviewed journals and has also written two books which have been translated into multiple languages. Krishna holds a Ph.D. from New York University.  Besides the University of Michigan, she has taught at Columbia University, New York University, National University of Singapore.

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Aradhna Krishna has 4 products available, viewing 1-4.

Food For All: Cross-Cultural Corporate Social Responsibility
This three-part case provides the opportunity to engage students in an examination of how cross-cultural considerations can affect managerial, legal, operational, and corporate social responsibility decision-making. The Cases A, B, and C are rolled out in a single class session. Students are given Cases A and B to read before class (including watching the video that accompanies     ...
Publication Date: 06/15/2017 Product ID: 7-224-541
Katja’s Danish Bread: Making Some Dough - An Exercise in Price, Demand, Cost, and Capacity
Through this set of six exercises, students gain a deep understanding of the strong connection between price, demand, variable cost, and capacity.  Exercise A is given to students before class In the exercises, students take on the role of Katja, a small business owner intending to increase the profits of her business by maximizing sales while minimizing costs.  Students work ...
Publication Date: 06/01/2017 Product ID: 3-638-005
Pink Tax: Price Discrimination and Product Versioning Exercises
These exercises can be used in courses covering pricing strategy, segmentation, and price discrimination.  They can also be used to complement the WDI Publishing Case “Pink Tax: Gender and other ...
Publication Date: 12/12/2016 Product ID: 1-430-498
Pink Tax: Gender and Other Price Discrimination Factors
Diana Kelly is the brand manager for a company that has a new cream that gives consumers brighter, shinier nails. It will be sold in major retail outlets like Target ...
Publication Date: 07/25/2016 Product ID: 1-430-492