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

Dr. Partha Krishnamurthy, Ph.D. (Penn State), MBA.
Larry J. Sachnowitz Professor of Marketing (Tribute)

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
Contact: partha@uh.edu



Understanding and Predicting Customer Dropout/Retention, Engagement, and Choice

Designing Interventions and Measures

Drawing Insights from Large Datasets

Extensive experience with SAS®, Qualtrics®

Teaching Positive Psychology, Behavioral Science, Marketing and Consumer Psychology


Beth Darnall, Parthasarathy Krishnamurthy, Jeannette Tsuei, Jorge D Minor, "Self-Administered Skills-Based Virtual Reality Intervention for Chronic Pain: A Randomized Controlled Pilot Study", forthcoming, JMIR-Formative Research.

Ford, Weixing, Demetra Andrews, Anuradha Sivaraman, and Parthasarathy Krishnamurthy. "Not all missed opportunities cast the same shadow: Voluntary inaction reduces the “sting” of missed sales promotions." Journal of Consumer Behaviour 19, no. 1 (2020): 57-67.

Hui, Sam, Parthasarathy Krishnamurthy, Shiv Kumar, Hareesha B. Siddegowda, and Prachi Patel. "Understanding the Effectiveness of Peer Educator Outreach on Reducing Sexually Transmitted Infections: The Role of Prevention vs. Early Detection." Marketing Science (2019).

Chartan, Corey, Hardeep Singh, Parthasarathy Krishnamurthy, Moushumi Sur, Ashley Meyer, Riad Lutfi, Julie Stark, and Satid Thammasitboon. "Isolating red flags to enhance diagnosis (I-RED): An experimental vignette study." International Journal for Quality in Health Care (2019).

Darnall, Beth D., Maisa S. Ziadni, Parthasarathy Krishnamurthy, Pamela Flood, Lauren C. Heathcote, Ian G. Mackey, Chloe Jean Taub, and Amanda Wheeler. "“My Surgical Success”: Effect of a Digital Behavioral Pain Medicine Intervention on Time to Opioid Cessation After Breast Cancer Surgery—A Pilot Randomized Controlled Clinical Trial." Pain Medicine 20, no. 11 (2019): 2228-2237.

Babazade, Rovnat, Rakesh B. Vadhera, Parthasarathy Krishnamurthy, Ashwin Varma, Gulshan Doulatram, George R. Saade, and Alparslan Turan. "Acute postcesarean pain is associated with in-hospital exclusive breastfeeding, length of stay and post-partum depression." Journal of Clinical Anesthesia (2019): 109697.

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 Singh (2014), “Is Calibration of Diagnostic Accuracy and Confidence Better for Physicians Working in Academic Settings,” Diagnostic Error in Medicine 7th International Conference, Atlanta, GA.

Krishnamurthy, Parthasarathy, and Sonja Prokopec. (2010) "Resisting that triple chocolate 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.