Arul Mishra

Arul Mishra is the Emma Eccles Jones Presidential Chair Professor of Marketing and Adjunct Professor, School of Computing at the University of Utah. Her research, on a broader level, uses machine learning methods to understand customer decisions and guide firm strategies. Specifically, she derives theoretical and practical insights from data using computational algorithms to understand customer engagement in digital markets, customer preference and choice, financial decisions, online...See more

Arul Mishra is the Emma Eccles Jones Presidential Chair Professor of Marketing and Adjunct Professor, School of Computing at the University of Utah. Her research, on a broader level, uses machine learning methods to understand customer decisions and guide firm strategies. Specifically, she derives theoretical and practical insights from data using computational algorithms to understand customer engagement in digital markets, customer preference and choice, financial decisions, online advertising, and creativity. Currently her research involves leveraging language and generative models for business applications. She also examines the ethical consequences of using algorithms. Can algorithms exacerbate or reduce the impact of social biases and inequities? How can algorithms help firms make better decisions? Methodologically, she uses Natural Language Processing, generative language models, image processing, and field studies to test social phenomena and theories. Arul's research has been published in the Jo urnal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Marketing Science, Management Science, Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, Psychological Science , and American Psychologist(R) . Popular accounts of her work have appeared in Scientific American, Los Angeles Times, The Wall Street Journal, Chicago Tribune, MSN Money, The Financial Express , and Shape . Arul teaches or has taught several courses at the Eccles School of Business including Algorithms for Business Decisions for Master students, Consumer Analytics for undergraduate students, and doctoral courses on research theory and methods. See less