Dr. Partha Krishnamurthy, Ph.D., MBA. Professor of Marketing, Conn Appliances Research Fellow

C. T. Bauer College of Business, University of Houston
Adjunct Assistant Professor, Baylor College of Medicine
Adjunct Assistant Professor, Pain Medicine, University of Texas Medical Branch
Member, FDA, Risk Communication Advisory Committee

Contact: partha@uh.edu



Customer Retention

Understanding and Predicting Patient Behavior

Customer/Marketing Insights from Large Datasets

Designing Field/Lab Experiments to Generate Marketing Insight


Krishnamurthy, Parthasarathy, Sam K. Hui, Narayanan Shivkumar, Chandrasekhar Gowda, and R. Pushpalatha. "Assessing the Impact of Peer Educator Outreach on the Likelihood and Acceleration of Clinic Utilization among Sex Workers." PloS One, 11, no. 7 (2016): e0159656.

Krishnamurthy, Parthasarathy, Ranganathan Govindaraj, Courtney Williams and Gulshan Doulatram, "Impact of Urine Drug Screening on No Shows and Dropouts among Pain Patients: A Propensity-matched Cohort Study", Pain Physician, 19 (2016): 89-100.

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.


  • Marketing Core (MBA & Exec MBA)
  • Consumer Behavior (Undergraduate)
  • PhD Seminar in Consumer Behavior
  • Decision-Making and Risk (MBA)
  • PhD Seminar in Decision-Making

              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 above).
    • Offers print, television and radio commentaries on current health and business topics.