Partha Krishnamurthy

Professor of Marketing, Conn Appliances Research Fellow

Member, FDA, Risk Communication Advisory Committee

C. T. Bauer College of Business 

713-743-4576 (phone)

713-743-4572 (fax)




Accuracy of Medical Decisions by Patients and Physicians

Recalls, Product Failures, and Consumption Risk 

Survival Models

Ongoing Projects

                    Impact of Collective Wisdom on Accuracy of Screening Mammography

                    Impact of Random Urine Drug Screening on Post-Screening Behavior of Patients on Chronic Opioid Therapy

                    Impact of Peer-outreach Educators on Sex Workers' Ability to Self-Recogize STI Syndromes and Willingness to Utilize Clinic Services


Brief Bio

  • Partha has a PhD in Business from PennState. He has an undergraduate degree in mathematics and a graduate degree in marketing from India.
  • His research focuses on how people make decisions, why customers do what they do, and how principles of decision-making can be leveraged for simultaneously enhancing consumer/patient welfare while enhancing the vitality of the corporation.
  • Has industry background in pharmaceuticals and information technology, both in the marketing side.
  • Research on medical decision-making has been funded by the National Science Foundation. Partha served as a consultant to the Center for Education Research and Therapeutics at M. D. Anderson Cancer Center. He now servers a 4-year term on the Risk Communication Advisory Committee at the FDA. He has published in several peer-reviewed journals (some listed below).
  • Offers print, television and radio commentaries on current health and business topics.


Marketing Administration (MBA and Executive MBA)

Consumer Behavior (Undergraduate)

PhD Seminar in Consumer Behavior

Decision-Making and Risk (MBA)

PhD Seminar in Decision-Making


Krishnamurthy, P., Khare, A., Klenck, S. C., & P. J. Norton (2015). Survival modeling of discontinuation from psychotherapy: A consumer decision-making perspective. Journal of Clinical Psychology, 71, 199-207.

Meyer, Ashley N. D., Partha Krishnamurthy, Moushumi Sur, Velma L. Payne, Derek W. Meeks, Radha Rao, and Hardeep Sing (2014), “Is Calibration of Diagnostic Accuracy and Confidence Better for Physicians Working in Academic Settings,” Poster Session, Diagnostic Error in Medicine 7th International Conference, Atlanta, GA.

Krishnamurthy, Parthasarathy, and Sonja Prokopec. (2010) "Resisting that triplechocolate cake: Mental budgets and selfcontrol." Journal of Consumer Research 37.1 : 68-79.

Gelb, Betsy D., and Parthasarathy Krishnamurthy (2008), “Protect Your Product’s ‘Look and Feel’ from Imitators,” in Harvard Business Review (October), 36.

Syam, Niladri, Parthasarathy Krishnamurthy, and James Hess (2008), “That’s What I Thought I Wanted? Models of Miswanting and Regret of Custom Products,” Marketing Science, Vol. 27 (3), 379-397.

Sarah T. Hawley, Robert J Volk, Partha Krishnamurthy, Maria Jibaja-Weiss, Sally W. Vernon, Suzanne Kneuper, “Preferences for Colorectal Cancer Screening Among Racially/Ethnically Diverse Primary Care Patients.” Medical Care. 46(9) Supplement 1:S10-S16, September 2008.

Nagpal, Anish and Parthasarathy Krishnamurthy (2008), “Attribute Conflict in Consumer Decision Making: The Role of Task Compatibility,” Journal of Consumer Research, February 2008, Vol. 34, No. 5: pp. 696-705.

Magdalena Cismaru, Anish Nagpal and Parthasarathy Krishnamurthy (2008), “The Role of Cost and Response-Efficacy in Persuasiveness of Health Recommendations,” Journal of Health Psychology.