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

Search For Other Experts On

business development

Anjala S. Krishen In The News

July 12, 2021
We answer questions about the importance and safety of the coronavirus vaccine.
June 4, 2021
Anjala Krishen, professor of marketing at the University of Nevada, Las Vegas sat down with the Pahrump Valley Times to talk about some of the things that the connected world gave to Nevadans during the pandemic and what to expect next.
May 24, 2021
What’s in a name? For Zoom, it’s quite a lot.
May 3, 2021
Nevada is ranked 38th, with about 28 percent of the state fully vaccinated. The number with at least one shot is about 39 percent, but there have been problems getting people to get their second shot.

Articles Featuring Anjala S. Krishen

Campus News | July 9, 2021
A collection of news stories highlighting remembrance and improvement at UNLV.
Campus News | June 8, 2021
A collection of news stories highlighting celebration, health, and progress at UNLV.
students dance outdoors on UNLV's campus
Campus News | May 11, 2021
A collection of news stories highlighting remembrance, recovery, and progress at UNLV.
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.