Sanjay Mishra

Primary office:
Capitol Federal Hall, 2166
University of Kansas


Academic Area



  • Ph.D., Washington State
  • MBA, Washington State
  • Master's, Ohio State University
  • Bachelor's, Indian Institute of Technology


  • Ph.D., Washington State
  • MBA, Washington State
  • Master's, Ohio State University
  • Bachelor's, Indian Institute of Technology

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. (2017). Effect of Employees’ Positive Affective Displays on Customer Loyalty Intentions: An Emotions-As-Social-Information Perspective [Journal Articles]. Academy of Management Journal, 60(1), 109–129.
Patil, V. H., Singh, S. N., Mishra, S. K., & Donovan, T. D. (2008). Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater than One’ Criterion [Journal Articles]. Journal of Business Research, 61(2), 162–170.
Singh, S. N., Donovan, T., Mishra, S. K., & Little, T. (2008). The Latent Structure of Landscape Perception: A Structural Equations Approach [Journal Articles]. Journal of Environmental Psychology, 28, 339–352.
Singh, S. N., Dalal, N. P., Mishra, S. K., & Patil, V. (2005). Toward Measuring Communications Effectiveness of Commercial Web Home Pages [Journal Articles]. Journal of Current Research and Issues in Advertising, 27(1 Spring), 31–52.
Mishra, S. K., & Umesh, U. N. (2005). Validation of Conjoint Analysis Results Using A Priori Signs [Journal Articles]. Journal of Business Research, 58, 301–311.
Mishra, S. K., Kim, D., & Lee, D. H. (1996). Factors Affecting New Product Success:  Cross Country Comparisons [Journal Articles]. Journal of Product Innovation and Management, 13(6), 530–550.
Mishra, S. K., Sukhdial, A., & Singh, S. N. (1995). A Stimulus Sampling Theory Exploration of the Memory Effects of Massed versus Spaced Advertising Schedules [Journal Articles]. Marketing Letters, 6(4), 297–308.
Singh, S. N., Mishra, S. K., Bendapudi, N. M., & Linville, D. M. (1994). Enhancing Memory of Television Commercials through Message Spacing [Journal Articles]. Journal of Marketing Research, 31(August), 384–393.
Mishra, S. K., Umesh, U. N., & Stem, D. E., Jr. (1993). Antecedents of the Attraction Effect:  An Information Processing Perspective [Journal Articles]. Journal of Marketing Research, 30(August), 331–349.
Umesh, U. N., & Mishra, S. K. (1990). A Monte Carlo Investigation of Conjoint Analysis Index-of-fit:  Goodness of Fit, Significance and Power [Journal Articles]. Psychometrika, 55(March), 33–44.
Muehling, D., Stoltman, J., & Mishra, S. K. (1990). An Examination of Factors Influencing Attitude-Toward-The Ad under High and Low Involvement Conditions [Journal Articles]. Current Issues and Research in Advertising, 12(1), 95–118.
Shewmon, P. G., Meyrick, G., Mishra, S. K., & Parthasarathy, T. A. (1983). Diffusion Induced Dislocation Glide [Journal Articles]. Scripta Metallurgica, 17, 1231–1235.

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