Partha Krishnamurthy

Professor of Marketing, Bauer Research Fellow

Director, Institute for Health Care Marketing

Member, FDA, Risk Communication Advisory Committee

C. T. Bauer College of Business 

713-743-4576 (phone)

713-743-4572 (fax)



Consumer Decision-Making

Recalls, Product Failures, and Consumption Risk

Medical Decisions by Patients and Physicians

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 serves as a consultant to the Center for Education Research and Therapeutics at M. D. Anderson Cancer Center. He has published in several peer-reviewed journals (some listed below).
  • Offers print, television and radio commentaries on current business topics.


Consumer Behavior (Undergraduate)

PhD Seminar in Consumer Behavior

Decision-Making and Risk (MBA)

PhD Seminar in Decision-Making

Recent 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.