Aradhna Krishna

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.

She is considered 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. Her research explores ways in which a productÂ’s look, feel, taste, sound, and smell contribute to how it is perceived, and how people respond to it. She held the first academic conference on sensory marketing, has edited a research book on the subject, written a popular press book on the subject, and runs a sensory marketing research laboratory. In addition to sensory marketing, she works on designing winning cause marketing and corporate social responsibility programs, and on constructing engaging pricing and promotion policies.