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

Newswise
April 2, 2021
Your allergies are running rampant, so you reach to grab a tissue. Though, you probably call it a Kleenex.
KNPR News
March 24, 2021
Nevada is quickly moving towards full vaccination. About a quarter of us have received one dose of the vaccine. Close to 14 percent are fully vaccinated.
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.

Articles Featuring Anjala S. Krishen

vice president kamala harris watches unlv student administer COVID vaccine to another local college student
Campus News | April 14, 2021
A collection of news stories highlighting health, recovery, and celebration at UNLV.
A student wearing a UNLV face covering uses her tablet in Hospitality Hall, with a UNLV banner shown in the background
Business and Community | April 5, 2021
UNLV marketing expert Anjala Krishen examines how brands become icons, and the COVID-19 pandemic’s impact on marketing to consumers.
medical worker in full protective suit making "LV" sign with hands
Business and Community | December 31, 2020
As the pandemic tightened its grip on Nevada, the nation, and the world, UNLV responded in ways big and small. Members of the media also turned to UNLV's faculty experts for answers.
A portrait of UNLV's new president Keith Whitfield on campus.
Campus News | August 10, 2020
As summer heats up, so do the accomplishments on UNLV’s campus.