Anjala S. Krishen

Professor, Marketing
Expertise: Marketing, Advertising, Consumer Decision-Making, E-marketing

Biography

Anjala S. Krishen is a professor of marketing and international business at the Lee Business School at University of Nevada, Las Vegas. Her interdisciplinary research interests include areas within decision making in rich environments, including heuristics and choice set design, e-marketing and social networking, and database marketing. As of 2016, she has been published in more than 40 peer-reviewed journal papers, including Journal of Business Research, European Journal of Marketing, Journal of Advertising Research, Psychology & Marketing, Information & Management, International Journal of Advertising, and Journal of Marketing Education. She has received numerous awards for her work including most recently the UNLV Foundation’s Distinguished Teaching award (2015), Barrick Scholar Award (2016), and two Faculty Opportunity Awards (2014 and 2016).

Krishen held a variety of management positions in sales consulting and electrical engineering during a 13-year career before choosing to pursue a doctorate. Her dissertation, “When Comparison Becomes Contrast: Choice in an Oppositional Framework,” explores the problem of information overload and consumer heuristics. In 2008, she published a book entitled The Dichotomy of Heuristic in Choice – How Contrast Makes Decisions Easier in which she proposes that multiple factors work simultaneously to create an opposition framework. Her research concludes that people have a far easier time making decisions and reducing frustration with these decisions when they dichotomize choice sets. She gave a TEDx talk at University of Nevada, Reno in January 2016 titled “Opposition: The light outside of the dark box,” which discussed the important role that opposition plays in our lives. She discussed the alter egos that we create to escape our boxes, and how our motivation to escape often becomes our biggest oppositional force.

Krishen teaches courses including marketing research, consumer behavior, and internet marketing at the undergraduate and graduate levels. She has completed more than 50 marathons and seven ultramarathons and recently ran a 100 miler, and holds a black belt in Taekwondo.

Education

  • B.A., Anthropology, Rice University
  • B.S., Electrical Engineering, Rice University
  • M.B.A., Virginia Polytechnic Institute
  • M.S., Marketing, Virginia Polytechnic Institute
  • Ph.D., Marketing, Virginia Polytechnic Institute

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Anjala S. Krishen In The News

Forbes
July 23, 2020
Business Schools are going to be even more critical in shaping our agenda and recovery in the aftermath of Covid-19, assuming they can respond with agility to the astonishing breadth of challenges economies are now facing. The leadership skills needed to navigate countries and global companies out of the wreckage of Covid-19 over the next decade will not magically appear. In reality, the leadership education agenda needs an overhaul. Earlier in 2020 pre-pandemic the World Economic Forum demonstrated how higher education can adapt teaching to the new world of work. The starting point for this pivot always sits with the Business Schools to have a deeper understanding of how to effectively train leaders to be prepared and consciously build more pluralism in companies, communities and countries.
CRM Magazine
November 26, 2019
It is estimated that the world now produces 7.5 septillion bytes of data every day. To put that in perspective, a septillion has 24 zeros. Just a little while back, in 2012, the estimated worldwide data production figure was 7.5 quintillion bytes per day. A quintillion has 18 zeros.
KSNV-TV: News 3
September 4, 2019
Walmart is taking a stand by announcing Tuesday it will stop selling certain kinds of ammunition.
KNPR News
August 16, 2019
According to a recent survey, online reviews for local businesses in Nevada are the harshest in the country. Despite more than two-thirds of the reviews classify as being positive, the Silver State's Internet and social media users still rank as the least kind in the U.S.

Articles Featuring Anjala S. Krishen

A portrait of UNLV's new president Keith Whitfield on campus.
Campus NewsAugust 10, 2020
As summer heats up, so do the accomplishments on UNLV’s campus.
A group of four UNLV nursing students work on a manikin at the Clinical Simulation Center of Las Vegas.
Campus NewsSeptember 25, 2019
A collection of news stories capturing the excitement of UNLV’s campus in June, July and August.
Four people around a Mclaren.
Campus NewsSeptember 6, 2018
Experience Marketing class teams up with local small businesses to turn classroom learning into real plans.
ResearchAugust 12, 2013
To cut through information clutter, companies like Cirque du Soliel use oppositional advertising to attract your dollars. Marketing professor Anjala Krishen explains the concept.