Himanshu Mishra, Ph.D., is the Royal L. Garff Presidential Endowed Chair and Professor of Marketing and Associate Dean for AI at the University of Utah’s David Eccles School of Business. He is also Professor by Courtesy in the Kahlert School of Computing. Dr. Mishra’s research focuses on behavioral decision theory, consumer psychology, and behavioral economics. He has designed, supervised, and conducted more than a thousand market research and consumer behavior surveys on a broad range of topics across a vast spectrum of populations. He has served as an expert witness in litigation involving trademark and trade dress infringement, and deceptive advertising. Along with consumer surveys, he leverages artificial intelligence (AI) and large language models (LLMs) to predict consumer behavior and decision-making in the marketplace.
Dr. Mishra has co-authored a book on how to harness AI and machine learning to tackle complex business challenges effectively. His research has appeared in numerous leading journals of marketing and psychology, such as the Journal of Marketing Research, Journal of Consumer Research, Psychological Science, American Psychologist, Journal of Marketing, Marketing Science, and Management Science, among others. He has also published research in the Trademark Reporter on conducting online intellectual property surveys for likelihood of confusion, trade-dress infringement, and false and deceptive advertising.
Dr. Mishra’s research has received media coverage from a variety of outlets such as MSNBC, The Wall Street Journal, Scientific American, NPR, SmartMoney, CBS, The New York Times, and The Washington Post. Dr. Mishra holds a Ph.D. in marketing from the University of Iowa.