Sanjay Mishra

Sanjay Mishra
  • Professor
  • Marketing and Business Law academic area

Contact Info

Capitol Federal Hall, Room 2166


Ph.D., Washington State University
MBA, Washington State University
M.S., Ohio State University
B.S., Indian Institute of Technology


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


Business in India, Marketing Management, Marketing Research, New Product Management and Pricing, Categorical Data Analysis, Entrepreneurship, New Venture Creation, Technology Transfer and Commercialization, Personal Entrepreneurship Strategy

Teaching interests:

  • marketing research
  • marketing models
  • product and innovation management
  • pricing
  • new product development
  • new venture creation
  • entrepreneurship
  • marketing management and strategy
  • marketing measurement

Selected Publications

Mishra, S. (2008). The Latent Structure of Landscape Perception: A Structural Equations Approach. Journal of Environmental Psychology - Volume 28.
Mishra, S. (2005). Toward Measuring Communications Effectiveness of Commercial Web Home Pages. Journal of Current Research and Issues in Advertising - Issue 1 Spring | Volume 27.
Mishra, S. (2005). Validation of Conjoint Analysis Results Using A Priori Signs. Journal of Business Research - Volume 58.
Mishra, S. (1996). Factors Affecting New Product Success: Cross Country Comparisons. Journal of Product Innovation and Management - Issue 6 | Volume 13.
Mishra, S. (1995). A Stimulus Sampling Theory Exploration of the Memory Effects of Massed versus Spaced Advertising Schedules. Marketing Letters - Issue 4 | Volume 6.
Mishra, S. (1994). Enhancing Memory of Television Commercials through Message Spacing. Journal of Marketing Research - Issue August | Volume 31.
Mishra, S. (1993). Antecedents of the Attraction Effect: An Information Processing Perspective. Journal of Marketing Research - Issue August | Volume 30.
Mishra, S. (1990). A Monte Carlo Investigation of Conjoint Analysis Index-of-fit: Goodness of Fit, Significance and Power. Psychometrika - Issue March | Volume 55.
Mishra, S. (1990). An Examination of Factors Influencing Attitude-Toward-The Ad under High and Low Involvement Conditions. Current Issues and Research in Advertising - Issue 1 | Volume 12.
Mishra, S. (1983). Diffusion Induced Dislocation Glide. Scripta Metallurgica - Volume 17.