Arul Mishra

David Eccles Professor of Marketing, Faculty Fellow, & Emerging Scholar

Department of Marketing, Master of Science in Business Analytics

Faculty, Tenure Track

Arul Mishra is the David Eccles Professor of Marketing at the University of Utah. She received a Ph.D. in Marketing from the University of Iowa. She also has an MBA in Marketing and a Bachelor in Mathematics and Physics. Her research, on a broader level, focuses on understanding different aspects of a person’s decision-making process. She is interested in examining research questions in the domains of consumer decision-making, behavioral promotions, risk perception and financial decision-making. Methodologically she uses predictive analytics, field studies, and randomized trials to test marketing phenomenon and theories.

Some of her work has focused on understanding how clustering algorithms can be used in managerial decisions. What insights can be derived from unstructured data using machine-learning tools? What factors influence individual’s saving or spending decisions? What factors influence people’s risk perception? Which features of a promotion make it effective?

Arul’s research has been published in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Marketing Science, Management Science, Organizational Behavior and Human Decision Processes, and Psychological Science. Popular accounts of her work have appeared in the Scientific American, Los Angeles Times, Wall Street Journal, Chicago Tribune, MSN Money, The Financial Express, and Shape.


Personal Website

Areas of Expertise
Artificial Intelligence
Consumer Behavior
Judgement and Decision Making
Marketing Analytics

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Ph.D (Marketing) University of Iowa

Research Interests

• Judgment and decision-making, Risk perception
• Behavioral economics, Machine learning, Adaptive learning
• Consumption decisions


• Moon, Sangkil, Arul Mishra, Himanshu Mishra, and Moon Young Kang (2016), “Cultural and Economic Impacts on Global Cultural Products: Evidence from US Movies.” Journal of International Marketing, 24 (3), 78-97.
• Himanshu Mishra and Arul Mishra (2016), “Thinking outside the Euclidean box: Riemannian Geometry and Inter-temporal Decision-making,” Plos One, forthcoming.
• Keith Botner, Himanshu Mishra, Arul Mishra (2015), “Fighting For a Cause or Against It: A Longitudinal Perspective, Journal of Marketing Research, 52 (February).
• Himanshu Mishra, Arul Mishra, and Oscar Moreno, (2015), “Bias in spatial risk assessment,” Management Science, 61 (April).
• Himanshu Mishra, Arul Mishra, Jessica Rixom, and Promothesh Chatterjee (2013), “Influence of Motivated Reasoning on Saving and Spending Decisions,” Organizational Behavior and Human Decision Processes, 121 (May).
• Arul Mishra, Himanshu Mishra, and Tamara M. Masters. (2012), “The Influence of Bite-Size on Quantity of Food Consumed: A Field Study,” Journal of Consumer Research, 38 (February).
• Himanshu Mishra, Arul Mishra, and Baba Shiv (2011), “In Praise of Vagueness: Malleability of Vague Information as a Performance-Booster,” Psychological Science, 22 (6).
• Arul Mishra and Himanshu Mishra (2011), “The Influence of Price Discount versus Bonus Pack on the Preference for Virtue and Vice Foods,” Journal of Marketing Research, 47 (February)
• Arul Mishra and Himanshu Mishra (2010), “We are what We Consume: The Influence of Food Consumption on Impulsive Choice,” Journal of Marketing Research, 47 (December).
• Arul Mishra and Himanshu Mishra (2010), “Border Bias: The Belief that State Borders can Protect against Disasters,” Psychological Science, 21 (11).
• Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam (2010), “How Salary Receipt Affects Consumers’ Regulatory Motivations and Product Preferences,” Journal of Marketing, 74 (September).
• Arul Mishra, Himanshu Mishra, and Dhananjay Nayakankuppam (2009), “The Group Contagion Effect: The Influence of Spatial Groupings on Perceived Contagion and Preferences,” Psychological Science, 20 (July).
• Arul Mishra (2009), “The Influence of Contagious versus Non-contagious Product Groupings on Consumer Preferences,” Journal of Consumer Research, 36 (June).
• Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam (2007), “Seeing Through the Heart’s Eye: The Interference of System 1 in System 2”, Marketing Science, 26 (5).
• Arul Mishra and Dhananjay Nayakankuppam (2006), “Consistency and Validity Issues in Consumer Judgments,” Journal of Consumer Research, 33 (December). (Lead article)
• Himanshu Mishra, Arul Mishra, and Dhananjay Nayakankuppam (2006), “Money: A Bias for the Whole,” Journal of Consumer Research, 32 (March).

Honors & Awards

• David Eccles Professor 2014 – present
• Journal of Consumer Research, Outstanding Reviewer Award, 2013
• Marketing Science Institute’s sixth biennial Young Scholars Program, Park City, 2011
• David Eccles Faculty Fellow 2011 – 2014
• David Eccles Emerging Scholar 2009 – 2011
• Ballard and Seashore Dissertation Fellowship, 2006.
• Honorable mention – Society of Consumer Psychology – Sheth Dissertation proposal competition, 2006.
• ACR Doctoral consortium faculty, 2012
• AMA-Sheth Doctoral Consortium Fellow, University of Maryland, 2006.
• National Merit Scholarship, India, 1991