Academic qualification

  • PhD University of Florida, Marketing
  • PhD IIT Bombay, India, Organizational Behavior
  • MA University of Madras, India, Personnel Management


  • Associate Professor, Hong Kong University of Science and Technology (2001 - 09)
  • Assistant Professor, Hong Kong University of Science and Technology (1995 - 01)
  • Assistant Professor, Fairleigh Dickinson University (1993 - 95)


Behavioral decision theory; consumer judgment and decision making; branding; promotion.


Winner of the American Marketing Association's John Howard Award for the Best Dissertation in Marketing, 1993.

Honorable Mention in the Robert Ferber Award competition of the Journal of Consumer Research for the best article based on a dissertation, 1996.

Winner of the Best-in-Track Paper Award in the Research Methodology Track of Academy of Marketing Sciences Conference, 1996.


Chark, R., & Muthukrishnan, A. V. (2022), "Brand Effect on Extended Warranty Valuation: Subjective Value versus Popularity, International Journal of Research in Marketing.

Chark, Robin, Vincent Mak, and A.V. Muthukrishnan (2020), “The Premium as Informational Cue in Insurance Decisions,” Theory and Decision, 88, 369-404.

Muthukrishnan, A.V. (2015), “Persistent Preferences in Marketplace Choices: Brand Loyalty, Inertia and Something in-between,” Foundation and Trends in Marketing, Vol. 9:1.

Muthukrishnan, A.V, and Robin Chark (2015), “Choice Set Induced Conflict, Deliberation, and Persistent Preference,” Marketing Letters, Vol. 26(4), December, 437-448.

Yan, Dengfeng and A.V. Muthukrishnan (2014), “Killing Hope with Good Intentions: The Effects of Consolation Prizes on Preference for Lottery Promotions,” Journal of Marketing Research, 51 (2), 198-204.

Chark, Robin, and A.V. Muthukrishnan (2013), “The Effect of Physical Possession on Preference for Product Warranty,” International Journal of Research in Marketing, 30, 424-425.

Muthukrishnan, A.V., Luc Wathieu, and Alison Jing Xu (2009), “Ambiguity Aversion and the Preference for Established Brands,” Management Science, 55 (December), 1933-41.

Muthukrishnan, A. V. and Amitava Chattopadhyay (2007), “Just Give Me Another Chance: The Strategies for Brand Recovery from a Bad First Impression,” Journal of Marketing Research, XLIV(May), 334-345.   

Muthukrishnan, A. V. and Luc Wathieu (2007), “Superfluous Choices and Persistence of Preferences,” Journal of Consumer Research, 33(4), 454-460.

Wathieu, Luc, A. V. Muthukrishnan, and Bart Bronnenberg (2004),”Asymmetric Effects of Promotion Retraction,” Journal of Consumer Research, 31(3), 652-657.    

Zwick, Rami, Amnon Rapoport, Alison Lo, and A. V. Muthukrishnan (2003), “Consumer Sequential Search: Not Enough or Too Much?Marketing Science, Vol. 22(4), 503-519.     

Wathieu, Luc, Lyle Brenner, Ziv Carmon, Amitava Chattopadhyay, Aimee Drolet, John Gourville, A. V. Muthukrishnan, Nathan Novemsky, Rebecca Ratner, Klaus Wertenbroch, and George Wu  (2002), “Consumer Control and Empowerment: A Primer,” Marketing Letters (Special Issue on Berkeley Choice Symposium), Vol. 13 (3), 297-305.   

Pham, Michel T. and A. V. Muthukrishnan (2002), "Search, Alignment, and Judgment Revision: Implications for Positioning," Journal of Marketing Research, Vol. 39 (February), 18-30.   

Nedungadi, Prakash, Amitava Chattophadhyay, and A. V. Muthukrishnan (2001), “Category Structure, Recall, and Choice,” International Journal of Research in Marketing, Vol.18, 191-202.    

Muthukrishnan, A.V. and Frank R. Kardes (2001), “Persistent Preferences for Product Attributes: The Effects of Initial Choice Context and Uninformative Experience,” Journal of Consumer Research, Vol. 28 (June), 89-104.   

Muthukrishnan, A. V., Michel T. Pham, and Amitabh Mungale (2001), “Does Greater Amount of Information always Bolster Attitudinal Resistance?” Marketing Letters, Vol. 12 (May), 131-144.   

Muthukrishnan, A.V., Luk Warlop, and Joseph W. Alba (2001), “The Piecemeal Approach to Comparative Advertising,” Marketing Letters, 12,(February), 63-73.   

Muthukrishnan, A. V., Michel T. Pham, and Amitabh Mungale (1999), " Comparison Opportunity and Judgment Revision,” Organizational Behavior and Human Decision Processes, Vol. 80 (3), 228-251.   

Muthukrishnan, A. V.  and S. Ramaswami (1999), Contextual Effects on the Revision of Evaluative Judgments,” Journal of Consumer Research, Vol. 26 (June), 70-84 .      

Muthukrishnan, A. V. (1995), "Decision Ambiguity and Incumbent Brand Advantage," Journal of Consumer Research, Vol. 22 (June), 98-109.   

Muthukrishnan, A.V. and Barton A. Weitz (1991), "The Role of Product Knowledge in the Evaluation of Brand Extensions,” Advances in Consumer Research, Vol. 18 (competitive papers section), 407-413.


Kardes, Frank, A. V. Muthukrishnan, and Vladimir Pashkevich (2005), “On the Conditions under which Experience and Motivation Accentuate Bias in Intuitive Judgment,” in T. Betsch and S. Haberstroch (eds.). The Routines of Decision-Making, Lawrence-Erlbaum, 139-156.


Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Consumer Psychology, Journal of Retailing, Journal of Behavioral Decision Making, Organizational Behavior & Human Decision Processes, Marketing Letters, Journal of Business Research.