Professor Krishna is considered one of the 50 most productive marketing professors in the world (Seggie & Griffith 2009; AMA DocSig 2014, 2015). In particular, she is considered the pioneer of the field of sensory marketing. Harvard Business Review recently acknowledged her as "the foremost expert in the field" of sensory marketing. For her leadership role in sensory marketing, Prof. Krishna has been recognized as a Fellow of the Society of Consumer Psychology.
Prof. Krishna defines sensory marketing as: “Marketing that engages the consumers' senses and affects their perception, judgment and behavior.” She suggests that "sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality)." She claims that “In the past, communications with customers were essentially monologues—companies just talked at consumers. Then they evolved into dialogues, with customers providing feedback. Now they’re becoming multidimensional conversations, with products finding their own voices and consumers responding viscerally and subconsciously to them.”