Partha Krishnamurthy
Bauer Research Fellow, Associate Professor
Department of Marketing and Entrepreneurship
C. T. Bauer College of Business
334 Melcher Hall
Houston, TX 77204-6021.
713-743-4576 (phone)
713-743-4572 (fax)
Teaching
Consumer Behavior (Undergraduate)
Doctoral Seminar in Consumer Behavior
Decision-Making and Risk (MBA)
Doctoral Seminar in Decision-Making
Research
Krishnamurthy, Parthasarathy and Sonja Prokopec (Forthcoming), “Resisting that Triple Chocolate Cake: Mental Budgets and Self-control,” Journal of Consumer Research.
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 [forthcoming].
Piyush Kumar and Parthasarathy Krishnamurthy (2008), “The Impact of Service Time Uncertainty and Anticipated Congestion on Customers’ Waiting Time Decisions,” Journal of Service Research, Vol. 10, No. 3, 282-292.
Krishnamurthy, Parthasarathy and Anuradha Sivaraman (2002), “The Impact of Counterfactual Thinking on Processing of Subsequently Encountered Stimuli”, Journal of Consumer Research, Vol. 28 (March), 650-658.
Krishnamurthy, Parthasarathy, and Piyush Kumar (2002), “Self–Other Discrepancies in Waiting Time Decisions,” Organizational Behavior and Human Decision Processes, Vol. 87 (March), 207-226.
Krishnamurthy, Parthasarathy, Patrick Carter, and Edward Blair (2001), “Attribute Framing and Goal Framing Effects in Health Decisions,” Organizational Behavior and Human Decision Processes, Vol. 85 (July), 382-399.
Krishnamurthy, Parthasarathy, and Mita Sujan (1999), “Retrospection versus Anticipation: The Role of the Ad Under Retrospective and Anticipatory Self-Referencing,” Journal of Consumer Research, Vol. 26 (June), 55-69. This dissertation-based paper received Honorable Mention – Robert Ferber Award.