Krishna, Aradhna

Dr. Aradhna Krishna got a doctorate. In 1989 he received a master's degree from Emmanadbad School of Indian School of Business at New York University. In 1979 he received a degree in economics from Delhi University. In addition to Ross School, I also studied at Columbia University, New York University, Hong Kong Science and Technology University, National University of Singapore.

Dr. Krishna's research focuses on how sensory input affects consumer perception, judgment, and decision-making. Her work examines the formation and influence of olfactory, taste, tactile, visual and auditory perception, sensual images and psychoanalysis, individually or in combination. Her work on these topics has made her a pioneer in sensual marketing. She defines sensory marketing as the trigger of the subconscious mind affecting the way people make decisions and make decisions. Dr. Krishna also studied how the context factors and design interface influence behavior by focusing on food and health, corporate social responsibility and donation, and voting behavior. She posts on the journal of Marketing Research, Marketing Science, Consumer Research Journal, Consumer Psychology Journal, Marketing Magazine, Harvard Business Review, and Economic Theory Journal. More than 60 articles. She is a regional editor from the Journal of Consumer Psychology and deputy editor in the Journal of Marketing Research and Management Science. Her work has been cited by many media such as New York Times, Chicago Tribune, Hafenton Post, Los Angeles Times, NPR, Indian Economic Times, Globe and Mail, British Telegraph.

She is a director of Northern Technology International and is currently a member of the British American Tobacco Advisory Group and Dr. Maths Advisory Board. Her consulting and research relationships include Best Buy, GfK, Procter & Gamble, General Mills, Sauza, Kimberly Clark, Futures Company, Olestein & Brown, Raves and Brightell LLC, and C. Sott Children's Hospital. She also served as an expert witness to Dell and Hallmark Entertainment.

Two Indian Americans, Michigan University and Minnesota University, Aradhna Krishna and Rohini Ahluwalia, respectively, studied the role of language in advertising in India. According to their survey, in bilingual people, multinational marketing products should pay special attention to the language. They have determined how the language affects attention to viewer's merchandise categories. This is because user groups are different for each product. They discovered that using different languages ​​greatly changes the perception of participants' advertisements. "Hindi is related to sense of belonging (intimacy, personal, friendly, family), but English is related to complexity (global, cosmopolitan, urban, upper class)," they write I will. They found that English is the first choice for luxury items like chocolate, although detergents can be effectively advertised in Hindi. Airtel, Coca Cola, Fevicol are brands advertised in local languages ​​in the second and third cities.

Sensory marketing is an application of sensory and perceptual understanding to the field of marketing, such as consumer recognition, cognition, emotion, learning, preference, selection, evaluation. (Aradhna Krishna, 2011). You can build a framework that conceptually explains the process of sensual marketing. It is important to note that sensation and perception are processing stages involving sensual marketing. When the stimulus affects the receptor cells of the sensory organ, a sensation arises - this part is essentially neurological. Perception is understanding or understanding of sensory information.

According to a recent survey by Mr. Wenbo Wang, Aradhna Krishna, and Brent McFerran, the willingness to protect hotel guests depends on how they perceive their company's concerns about the environment. Guests will not mind if business is not considered "environmentally friendly". Researchers confirmed that hotel guests need to confirm clear resource guarantee resources to protect resources before saving.