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Himanshu Mishra is associate professor and David Eccles Faculty Fellow at the University of Utah. He has a PhD in marketing from the University of Iowa. Himanshu likes to examine the factors that influence an individual’s judgments and decisions. These factors could help individual make informed decisions or they could lead to biases in their decisions. Himanshu’s research focuses primarily in the domains of behavioral decision theory, motivation, cognitive biases, and behavioral economics to gain insights into an individual’s decision making process. His research has implications for consumer decision making, managerial strategies, risk assessment, financial decision making, well-being, and consumption-related decisions.


Himanshu’s research has appeared in numerous leading journals of marketing and psychology such as the Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Marketing, and Marketing Science. His work has been featured in variety of media outlets such as  as MSNBC, Wall Street Journal, Scientific America, NPR, SmartMoney.



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