The research of Aradhna Krishna, Dwight F. Benton Professor of Marketing, has significant implications for academia and business, creating a new field of marketing scholarship and providing research-backed op-eds and case studies for practitioners in the field.

At the forefront of sensory marketing, Krishna's research delves into the profound yet often overlooked non-conscious effects of sensory stimuli on consumer behavior and perception. Krishna defines sensory marketing as “marketing that engages the consumers’ senses and affects their perception, judgment, and behavior.” Her work illuminates how the design of products and services can be used to project meaning. In her sensory perception research, she has worked on all five senses. Her work on memory retention of product information has been particularly influential.

Read the full story at Michigan Ross Faculty News & Research.