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Indiana University Bloomington

Center for Brand Leadership

Global Reputation

Consumer Marketing Academy students get internships at companies on the who's who list of brand and retail management.

H. Shanker Krishnan

Contact Information

(812) 855-1210
skrishna [at] indiana [dot] edu (E-mail)
Business School

Featured Video

  • Chairperson of Marketing
  • Professor of Marketing
  • Whirlpool Faculty Fellow


  • Bloomington


  • PhD, University of Arizona, 1991
  • MBA, Duke University, 1986
  • BS, University of Madras, 1978

Professional Experience

  • Competitor Analysis, Control Data Corporation, Minneapolis
  • Advertising Research, Tatham Euro RSCG, Chicago
  • Visiting Professor, University of Florida, Gainesville
  • Visiting Professor, Ivey Business School, London, Canada
  • Visiting Professor, SKKU Business School, Seoul, South Korea
  • Executive education and consultant to various companies such as 3M, Firestone, IBM, Eli Lilly, Ingersoll Rand, SPX, Manitowoc, McCain Foods, Dow Chemical

Awards, Honors & Certifications

  • Innovative Teaching Award
  • Research Excellence Award
  • Teaching Excellence Recognition Award

Professional Interests

• Implicit Memory for Information • Memory Interference Processes • Role of Memory in Brand Equity, Brand Associations, and Brand Extensions • Interactions between Memory and Attitudes, Confidence, and Intentions

Personal Interests

Tennis, Reading, Movies

Current Projects

  • Firestone Diversified
  • Eli Lilly
  • 3M

Selected Publications

  • Kumar, Anand, Ali Besharat, Charles Lindsey, and H. Shanker Krishnan (2014), "Contextual and Competitive Interference: Inhibition or Facilitation?" Journal of Advertising, Volume 43, Issue 3.

  • Poor, Morgan, Adam Duhachek, and H. Shanker Krishnan (2013), “How Images of Other Consumers Influence Subsequent Taste Perceptions,” Journal of Marketing, vol. 77, issue 6, pages 124-139.

  • Poor, Morgan Adam Duhachek and H. Shanker Krishnan (2012), “The Moderating Role of Emotional Differentiation on Satiation,” Journal of Consumer Psychology, Vol. 22, No. 4, pp. 507-519.

  • Lakshmanan, Arun and H. Shanker Krishnan (2011), "The Aha! Experience:  Insight and Discontinuous Learning in Product Usage," Journal of Marketing, Vol. 75, No. 6, November, pp. 105-123.

  • Samu, Sridhar and H. Shanker Krishnan (2010), “Brand Related Information as Context: The Impact of Brand Name Characteristics on Memory and Choice," Journal of the Academy of Marketing Science, Vol. 38, No. 4, Fall, pp. 456-470.

  • Lakshmanan, Arun, Charles Lindsey, and H. Shanker Krishnan (2010), “Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency?,” Journal of Consumer Research, Vol. 37, No. 4, pp. 599-613. Read Abstract ››

  • Delvecchio, Devon, Arun Lakshmanan, and H. Shanker Krishnan (2009), "The Effects of Discount Location and Frame on Consumers’ Price Estimates," Journal of Retailing, 85 (3), 336-346. Read Abstract ››

  • Lakshmanan, Arun and H. Shanker Krishnan (2009), "How does Imagery in Interactive Consumption lead to False Memory? A Reconstructive Memory Perspective, "  Journal of Consumer Psychology, 19 (3), 451-462. Read Abstract ››

  • Palmeira, Mauricio and H. Shanker Krishnan (2008), “Criteria instability and the isolated option effect,” Organizational Behavior and Human Decision Processes, 106(2), 153-167. Read Abstract ››

  • DelVecchio, Devon, H. Shanker Krishnan, and Daniel C. Smith (2007), "Cents or Percent? The Effects of Promotion Framing on Price Expectations and Choice," Journal of Marketing, Vol. 71, No. 3, pp. 158-170. Read Abstract ››

  • Duhachek, Adam, Shuoyang Zhang, and H. Shanker Krishnan (2007), "Anticipated Group Interaction: Coping with Valence Asymmetries in Attitude Shift," Journal of Consumer Research, 34 (3), 395-405. Read Abstract ››

  • Lindsey, Charles D. and H. Shanker Krishnan (2007) "Retrieval Disruption in Collaborative Groups Due to Brand Cues," Journal of Consumer Research, 33 (4), 470-478. Read Abstract ››

  • Shapiro, Stewart, Charles D. Lindsey, and H. Shanker Krishnan (2006), "Intentional Forgetting as a Facilitator for Recalling New Product Attributes," Journal of Experimental Psychology:Applied, 12(4), 251-263. Read Abstract ››

  • Mao, Huifang and H. Shanker Krishnan (2006), "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model," Journal of Consumer Research, 33(1), 41-49. Read Abstract ››

  • Kumar, Anand and H. Shanker Krishnan (2004), "Memory Interference in Advertising: A Replication and Extension," Journal of Consumer Research, 30(4), 602-611. Read Abstract ››

  • Krishnan, H. Shanker and Dipankar Chakravarti (2003), "A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory," Journal of Consumer Psychology, 13(3), 230-245. Read Abstract ››

  • Shapiro, Stewart and H. Shanker Krishnan (2001), "Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects," Journal of Advertising, 30(3), 1-14.

  • Samu, Sridhar, H. Shanker Krishnan, and Robert E. Smith (1999), "Using Advertising Alliances for New Product Introduction: Interactions between Product Complimentarity and Promotional Strategies," Journal of Marketing, 63(1), 57-74.

  • Shapiro, Stewart and H. Shanker Krishnan (1999), "Consumer Memory for Intentions: A Prospective Memory Perspective," Journal of Experimental Psychology: Applied, 5 (2), 169-189.

  • Krishnan, H. Shanker and Dipankar Chakravarti (1999), "Memory Measures for Pretesting Advertisements: An Integrative Conceptual Framework and a Diagnostic Template," Journal of Consumer Psychology, 8(1), 1-37.