Arul Mishra is the David Eccles Professor of Marketing at the University of Utah. She received a PhD in Marketing from the University of Iowa in 2007. 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.