Arun Lakshmanan

Associate Professor


PhD, Indiana University
MBA, Indian Institute of Foreign Trade, India
BE, Bangalore University, India


  • Advertising and Promotion (Undergraduate, MBA)
  • Consumer Behavior (Undergraduate, PhD)
  • Consumer Insights (PMBA)


  • Consumer learning and memory
  • Product usage
  • Price cognition

Selected Publications

Kang, Seo Yoon, Junghan Kim and Arun Lakshmanan (2024), “Anatomical Depiction: How Showing a Product’s Inner Structure shapes Product Valuations,” forthcoming at Journal of Marketing.

Kim, Junghan and Arun Lakshmanan (2021), “Do Animated Line Graphs Increase Risk Inferences?,” Journal of Marketing Research 58(3), 595-613.

Kang, Esther and Arun Lakshmanan (2018), “Narcissistic Goodness: How Mental Simulation Perspective Enhances Charity in Social Media Users,” Personality and Social Psychology Bulletin, 44(8), 1214-1227.

Ghosh, Dipanjan, Andrew Olewnik, Kemper Lewis, Junghan Kim, and Arun Lakshmanan (2017). "Cyber-Empathic Design: A Data-Driven Framework for Product Design." Journal of Mechanical Design, 139 (September), 091401 (1-12).

Kang, Esther and Arun Lakshmanan (2017), “Role of Executive Attention in Consumer Learning with Background Music,” Journal of Consumer Psychology, 27(1), 35-48.

Kim, Junghan and Arun Lakshmanan (2015), “How Kinetic Property Shapes Novelty Perceptions,” Journal of Marketing, 79 (6), 94-111.

Lakshmanan, Arun and H. Shanker Krishnan (2011), "The Aha! Experience:  Insight and Discontinuous Learning in Product Usage," Journal of Marketing, 75 (November), 105-123.

Lakshmanan, Arun, Charles Lindsey, and H. Shanker Krishnan (2010), "Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency," Journal of Consumer Research, 37 (4), 599-613.

Delvecchio, Devon, Arun Lakshmanan, and H. Shanker Krishnan (2009), "The Effects of Discount Location and Frame on Consumers' Price Estimates," Journal of Retailing, 85 (3), 336-346.

Lakshmanan, Arun and H. Shanker Krishnan (2009), "How does Imagery in Interactive Consumption lead to False Memory? A Reconstructive Memory Perspective," Journal of Consumer Psychology, 19 (3), 451-462.

Awards and Recognition

  • 2016-present Dean’s Faculty Fellow
  • 2014-2016 Co-Principal Investigator: National Science Foundation Award (#143579), “Cyber-Empathic Design: Using Embedded Sensors to Improve Product and System Design” ($367000)
  • 2009-12, 2016-18 Awardee – Research Committee Grant, School of Management, UB
  • 2003-2007 Chancellors’ Fellowship, Indiana University – Bloomington

Selected Conference Presentations

Kang, Seo Yoon and Arun Lakshmanan, “I Can Almost See How It Works: The Effect of Sensory Visualization on Product Valuation,” at Society for Consumer Psychology, Working Paper Session, San Juan, March 2023.

Kang, Esther and Arun Lakshmanan, “Too Close to Seek: Impact of Online Social Connections on Content Seeking in Social Media,” at European Marketing Academy Conference, Corvinus University, Budapest, May 2020.

Kim, Junghan, Arun Lakshmanan, Andrew Olewnik, and Kemper Lewis, ““Improving User Preference Prediction via Sensorization,” Theory + Practice in Marketing (New Technologies and Marketing), Columbia University, New York, May 2019.

Kim, Junghan and Arun Lakshmanan, “Visual Coherence in Dynamic Marketing Stimuli: A Grounded Theory Approach,” Society for Consumer Psychology, (Competitive Paper), Dallas, TX, February 2018.

Kang, Esther and Arun Lakshmanan, “Feasting with Your Eyes: The Relationship between Dieting and Food Media Consumption,” Society for Consumer Psychology Boutique Conference on Vice and Virtue, Sydney, Australia, January 2018.

Lakshmanan, Arun, Junghan Kim, Dipanjan Ghosh, Andrew Olewnik, and Kemper Lewis, “Cyber-Empathic Design: A Framework for Mapping User Perceptions to Design Features via Embedded Sensors,” ISMS Marketing Science Conference, University of Southern California, Los Angeles, June 2017.

Ghosh, Dipanjan, Junghan Kim, Andrew Olewnik, Arun Lakshmanan, and Kemper Lewis, “Cyber-Empathic Design: A Data-Driven Framework Product Design,” at ASME International Design Engineering Technical Conferences & Computers and Information in Engineering Conference (Competitive Paper), Charlotte, August 2016.

Kim, Junghan and Arun Lakshmanan, “The Impact of Animated Display on Trajectory Visualization,” at Society for Consumer Psychology, Competitive Paper Session, St. Petersburg, February 2016.

Industry Experience

2002-2003 Buyer, Veg-Oils, Branded Oils Division, Cargill (India)
2001-2002 Location Manager, Distribution Terminal, Kakinada, Cargill (India)
1998-2001 Merchant, Chennai, Cargill (India) Ltd
1997-1998 Entrepreneur

Professional Associations

  • Association of Consumer Research
  • American Marketing Association
  • Society of Consumer Psychology