Himanshu Mishra

Himanshu  Mishra
  • David Eccles Professor of Marketing, Marketing Department, University of Utah
  • Professor, Marketing Department, University of Utah



  • PhD 2006, Marketing, University of Iowa


Himanshu Mishra is David Eccles Professor of marketing at the University of Utah. He has a PhD in marketing from the University of Iowa. Himanshu’s current research interests can be broadly classified into two areas. Himanshu investigates research questions in the domains of behavioral decision theory, cognitive biases, consumer psychology and behavioral economics. He is also using predictive analytics to understand and predict decisions made by consumers in the marketplace. The insights he derives from unstructured data are applied in his many collaborations with firms.

His research has implications for consumer decision-making, managerial strategies, risk assessment, financial decision-making, well-being, and consumption-related decisions. He has served as an expert witness in Lanham Act trademark litigation involving secondary meaning, likelihood of confusion, and deceptive advertising surveys.

Himanshu’s research has appeared in numerous leading journals of marketing, business, and psychology such as the Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Marketing, Marketing Science, Management Science, Organizational Behavior and Human Decision Processes etc. His work has been featured in a variety of media outlets such as MSNBC, Wall Street Journal, Scientific America, NPR, SmartMoney, CBS, The New York Times, Washington Post.



Download here notes of a PhD seminar on statistical methods for behavioral research that Himanshu taught. The methods discussed in this seminar are essential for experimental work but are not readily accessible. Many times such methods are taught across various statistics courses and prevent researchers from seeing how they can be easily used in their research papers.

In the Media

Academic Appointments

Assistant Professor, University of Utah: 2006-2011

Associate Professor and David Eccles Fellow, University of Utah: 2011-2014

Professor of Marketing and David Eccles Professor: 2014-present