Shanker Krishnan

Shanker Krishnan

Professor, Marketing


  • PhD, University of Arizona, 1991
  • MBA, Duke University, 1986
  • BS, University of Madras, 1978

Professional Experience

  • Competitor Analysis, Control Data Corporation, Minneapolis
  • Advertising Research, Tatham Euro RSCG, Chicago
  • Visiting Professor, University of Florida, Gainesville
  • Visiting Professor, Ivey Business School, London, Canada
  • Visiting Professor, SKKU Business School, Seoul, South Korea
  • Executive education and consultant to various companies such as 3M, Firestone, IBM, Eli Lilly, Ingersoll Rand, SPX, Manitowoc, McCain Foods, Dow Chemical


  • Innovative Teaching Award
  • Research Excellence Award
  • Trustees Teaching Award

Representative publications

Characteristics of memory associations: A consumer-based brand equity perspective (1996)
H Shanker Krishnan
International Journal of research in Marketing, 13 (4), 389-405

Control combinations in marketing: conceptual framework and empirical evidence (1993)
Bernard J Jaworski, Vlasis Stathakopoulos and H Shanker Krishnan
The Journal of Marketing, 57-69

Memory-based measures for assessing advertising effects: a comparison of explicit and implicit memory effects (2001)
Stewart Shapiro and H Shanker Krishnan
Journal of advertising, 30 (3), 13-Jan

Using advertising alliances for new product introduction: interactions between product complementarity and promotional strategies (1999)
Sridhar Samu, H Shanker Krishnan and Robert E Smith
The Journal of Marketing, 57-74

Cents or percent? The effects of promotion framing on price expectations and choice (2007)
Devon DelVecchio, H Shanker Krishnan and Daniel C Smith
Journal of Marketing, 71 (3), 158-170

Online/in-store integration and customer retention (2005)
Elliot Bendoly, James D Blocher, Kurt M Bretthauer, Shanker Krishnan and MA Venkataramanan
Journal of Service Research, 7 (4), 313-327

Memory measures for pretesting advertisements: An integrative conceptual framework and a diagnostic template (1999)
H Shanker Krishnan and Dipankar Chakravarti
Journal of Consumer Psychology, 8 (1), Jan-37

A process analysis of the effects of humorous advertising executions on brand claims memory (2003)
H Shanker Krishnan and Dipankar Chakravarti
Journal of consumer psychology, 13 (3), 230-245

Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two‐Process Contingency Model (2006)
Huifang Mao and H Shanker Krishnan
Journal of Consumer Research, 33 (1), 41-49

Varieties of brand memory induced by advertising: Determinants, measures, and relationships (1993)
H Shanker Krishnan and Dipankar Chakravarti
Hillsdale, NJ: Lawrence Erlbaum. 213-231

Memory interference in advertising: A replication and extension (2004)
Anand Kumar and Shanker Krishnan
Journal of Consumer Research, 30 (4), 602-611

Comparing implicit and explicit memory for brand names from advertisements (1996)
H Shanker Krishnan and Stewart Shapiro
Journal of Experimental Psychology: Applied, 2 (2), 147

The relative endurance of attitudes, confidence, and attitude-behavior consistency: the role of information source and delay (1998)
H Shanker Krishnan and Robert E Smith
Journal of Consumer Psychology, 7 (3), 273-298

The Aha! Experience: Insight and discontinuous learning in product usage (2011)
Arun Lakshmanan and H Shanker Krishnan
Journal of Marketing, 75 (6), 105-123

Brand related information as context: the impact of brand name characteristics on memory and choice (2010)
Sridhar Samu and H Shanker Krishnan
Journal of the Academy of Marketing Science, 38 (4), 456-470