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H. Shanker Krishnan - Indiana University, Kelley School of Business. Bloomington, IN, US

H. Shanker Krishnan H. Shanker Krishnan

Nestle-Hustad Professor of Marketing | Indiana University, Kelley School of Business

Bloomington, IN, UNITED STATES

H. Shanker Krishnan's research focuses on the role of memory in brand equity, brand associations, and brand extensions.

Secondary Titles (2)

  • Professor of Marketing
  • Whirlpool Faculty Fellow






H. Shanker Krishnan - Marketing Department Research



H. Shanker Krishnan is Associate Professor of Marketing in the Kelley School of Business at Indiana University. Shanker joined the faculty of the Kelley School of Business in 1991. Before joining Indiana, he completed his PhD at the University of Arizona. Shanker's research focuses on the interaction between customer behavior and marketing strategy. Specific projects focus on effects of humorous advertising, memory for brand intentions, advertising testing methods, and nonconscious processing of brand information. His research papers have appeared in Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Experimental Psychology, International Journal of Research in Marketing, Journal of Advertising, Psychology & Marketing, and Advances in Consumer Research. He serves on the editorial board of Journal of Consumer Psychology and Marketing Education Review.

Industry Expertise (4)




Market Research

Areas of Expertise (6)

Implicit Memory for Information

Memory Interference Processes

Role of Memory in Brand Equity

Brand Associations

Brand Extensions

Interactions between Memory and Attitudes Confidence and Intentions

Accomplishments (3)

Innovative Teaching Award (professional)

Awarded by Indiana University.

Research Excellence Award (professional)

Awarded by the Kelley School of Business.

Teaching Excellence Recognition Award (professional)

Awarded by the Kelley School of Business.

Education (3)

University of Arizona: Ph.D., Business Administration 1991

Duke University: M.B.A., Business Administration 1986

University of Madras: B.A., Economics 1978

Media Appearances (3)

Hoosiers build habitats for those in need

Big Ten Network  


“The very first year, we all said, ‘Hmm, that’s interesting, let’s go try it out…,’” said Shanker Krishnan, a professor of marketing in Kelley and one of IU’s four Whirlpool Faculty Fellows. “I’m not naturally a very hands-on kind of person. Of course I can change light bulbs, but beyond that I need quite a bit of help...

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Seeing an image of another person eating an unhealthy food can influence your own taste

PR Newswire  online


Food images beckon to consumers from seemingly everywhere, from advertising, to menus and packaging, and now even social media. Marketing Professor Morgan Poor of the University of San Diego noticed that while many of these images portrayed the food alone (food images), others portrayed a person consuming the food (consummatory images). For Poor and colleagues Adam Duhachek and Shanker Krishnan from Indiana University, this begged the question can simply seeing a picture of another person eating a food influence a consumer's own taste perceptions? Poor explains, "Imagine a scenario in which a consumer walks into a bakery and sees an image of a person savoring a cupcake displayed on the wall behind the counter. We wondered whether seeing this image leads the consumer to enjoy her own cupcake more or less than if the image had shown just the cupcake alone." ...

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New study on retail discounting: What works for some products might be a bust for others

IU News Room  online


"Retailers should understand that most customers aren't willing to calculate savings if they have to think too hard about the math and thus might not buy the product," said H. Shanker Krishnan, professor of marketing at the Kelley School and co-author of the study. "Highlighting price reductions in simple, real dollar terms is a more compelling sales inducement than, say '25 percent off.'"...

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Articles (6)

How Images of Other Consumers Influence Subsequent Taste Perceptions

Journal of Marketing

2013 The authors propose that the effect that image exposure has on taste perceptions largely depends on the interaction between the type of food (healthy vs. unhealthy) and whether the image shows the food alone (food image) or the food being consumed by a person (consummatory image).

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Consumer Memory Dynamics: Effects of Branding and Advertising on Formation, Stability, and Use of Consumer Memory

The SAGE Handbook of Applied Memory

2013 Interest in memory processes within the domain of consumer behavior has a 30-year history. Some of the early writings that sparked this interest stemmed from theories of information processing. An influential book by Bettman (1979) devoted an entire chapter to reviewing memory concepts and developing propositions. Lynch and Srull (1982) echoed the call for emphasizing the role of memory and reviewed theories of memory that may be pertinent in the consumer domain. Concomitantly several empirical efforts established that memory ...

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The moderating role of emotional differentiation on satiation

Journal of Consumer Psychology

2012 Through a series of three experiments, we show paradoxically that when individuals differentiate between the positive and negative emotions that arise during repeated consumption, they satiate at a slower rate.

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The Aha! Experience: Insight and Discontinuous Learning in Product Usage

Journal of Marketing

2011 This research suggests that initial product trial may lead to jumps in consumer learning.

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Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency?

Journal of Consumer Research

2010 We develop a theoretical framework to describe how massed or spaced learning schedules interact with different learning styles to influence product usage proficiency. The core finding is that with experiential learning, proficiency in a product usage task is better under massed conditions, whereas with verbal learning, spacing works better.

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Brand related information as context: the impact of brand name characteristics on memory and choice

Journal of the Academy of Marketing Science

2010 Whereas previous research has examined the effects of brand name characteristics (association set size and word frequency) on memory in the presence of brand information, this paper also assesses brand name effects in contexts without brand related information and extends it to brand consideration and choice.

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