Sanjay Mishra

Associate Professor
Primary office:
785-864-7528
Capitol Federal Hall
Room 2166
University of Kansas


Academic Areas

Marketing & Entrepreneurship

Education

PhD Washington State
MBA Washington State
Master's Ohio State University
Bachelor's Indian Institute of Technology

Interests

  • Brands across cultures
  • New product development
  • Measurement and modeling issues in marketing and consumer behavior
  • Entrepreneurship and technology commercialization

Research

Consumer choice/context effects, website perception, cross culture, branding

Teaching Interests

  • Marketing Research
  • Marketing models
  • Product and innovation management
  • Pricing
  • New product development
  • New venture creation
  • Entrepreneurship
  • Marketing management and strategy
  • Marketing measurement

Research Interests

  • Consumer preference and choice modeling
  • Choice inconsistencies
  • Processing of the ad
  • Conjoint analysis
  • Applications of quantitative models in marketing
  • Survey research and methodology
  • New product development processes
  • Product and innovation management
  • Entrepreneurship

Selected Publications

Wang, Z., Singh, S. N., Li, Y., Mishra, S., Ambrose, M., & Biernat, M. (in press). Effect of Employees’ Positive Affective Displays on Customer Loyalty Intentions: An Emotions-As-Social-Information Perspective. Academy of Management Journal, Forthcoming.

Patil, V. H., Singh, S. N., Mishra, S. Kumar, & Donovan, T. D. (2008). Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater than One’ Criterion. Journal of Business Research, 61(2), 162-170.

Singh, S. N., Donovan, T., Mishra, S. Kumar, & Little, T. (2008). The Latent Structure of Landscape Perception: A Structural Equations Approach. Journal of Environmental Psychology, 28, 339-352.

Singh, S. N., Dalal, N. P, Mishra, S. Kumar, & Patil, V. (2005). Toward Measuring Communications Effectiveness of Commercial Web Home Pages. Journal of Current Research and Issues in Advertising, 27(1 Spring), 31-52.

Mishra, S. Kumar, & Umesh, U. N. (2005). Validation of Conjoint Analysis Results Using A Priori Signs. Journal of Business Research, 58, 301-311.

Mishra, S. Kumar, Kim, D., & Lee, D. Hoon (1996). Factors Affecting New Product Success: Cross Country Comparisons. Journal of Product Innovation and Management, 13(6), 530-550.

Mishra, S. Kumar, Sukhdial, A., & Singh, S. N. (1995). A Stimulus Sampling Theory Exploration of the Memory Effects of Massed versus Spaced Advertising Schedules. Marketing Letters, 6(4), 297-308.

Singh, S. N., Mishra, S. Kumar, Bendapudi, N. Murthy, & Linville, D. M. (1994). Enhancing Memory of Television Commercials through Message Spacing. Journal of Marketing Research, 31(August), 384-393.

Mishra, S. Kumar, Umesh, U. N., & Stem, D. E. (1993). Antecedents of the Attraction Effect: An Information Processing Perspective. Journal of Marketing Research, 30(August), 331-349.

Umesh, U. N., & Mishra, S. Kumar (1990). A Monte Carlo Investigation of Conjoint Analysis Index-of-fit: Goodness of Fit, Significance and Power. Psychometrika, 55(March), 33-44.

Muehling, D., Stoltman, J., & Mishra, S. Kumar (1990). An Examination of Factors Influencing Attitude-Toward-The Ad under High and Low Involvement Conditions. Current Issues and Research in Advertising, 12(1), 95-118.

Shewmon, P. G., Meyrick, G., Mishra, S. Kumar, & Parthasarathy, T. A. (1983). Diffusion Induced Dislocation Glide. Scripta Metallurgica, 17, 1231-1235.


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