Partha Krishnamurthy

Professor - Larry J. Sachnowitz Professor of Marketing and Entrepreneurship

Bio

Parthasarathy Krishnamurthy is the Larry J. Sachnowitz Professor of Marketing and Entrepreneurship at the C. T. Bauer College of Business and Director of the Institute for Health Care Marketing. He holds a Ph.D. from Penn State University. His research examines consequential decisions in health and commercial contexts — how framing, constraints, and situational factors shape choices, and how relationships form, persist, and dissolve over time. His work spans behavioral decision science, health decision-making, and customer analytics, and has appeared in JAMA Network Open, Journal of Consumer Research, Marketing Science, Organizational Behavior and Human Decision Processes, and Journal of Medical Internet Research, among others. He is a recipient of grants from the National Science Foundation and has collaborated extensively with clinical researchers at the University of Texas Health Houston and Baylor College of Medicine.

Research Interests

  • Health Decision-Making and Behavior Change
  • Framing Effects and Judgment Under Uncertainty
  • Customer Relationship Dynamics: Adoption, Continuation, and Cessation
  • Experimental and Longitudinal Methods

Areas of Expertise

  • Customer Acquistion and Retention
  • Health Decision-Making
  • Behavioral Science
  • Framing and Judgment
  • Experimental Methods
  • Consumer Behavior
  • Clinical and Public Health Contexts
  • Longitudinal and Survival Analysis

Selected Publications

  • Krishnamurthy P, Hu Y. COVID-19 Vaccine Framing and Acceptance Among Adults Who Are Vaccine Hesitant. JAMA Network Open. 2026;9(3):e264114.
  • Krishnamurthy P, et al. Drivers of Vaccine Hesitancy Among Vulnerable Populations in India. Frontiers in Public Health. 2023.
  • Garcia LM, Birckhead BJ, Krishnamurthy P, et al. An 8-Week Self-Administered Virtual Reality Program for Chronic Low Back Pain. Journal of Medical Internet Research. 2021.
  • Ziadni MS, Gonzalez-Castro S, Anderson S, Krishnamurthy P, Darnall BD. Efficacy of a Single-Session Empowered Relief Zoom-Delivered Group Intervention for Chronic Pain. Journal of Medical Internet Research. 2021.
  • Darnall BD, Ziadni MS, Krishnamurthy P, et al. My Surgical Success: Effect of a Digital Behavioral Pain Medicine Intervention on Time to Opioid Cessation After Breast Cancer Surgery. Pain Medicine. 2019.
  • Krishnamurthy P, Hui SK, Shivkumar N, et al. Assessing the Impact of Peer Educator Outreach on Clinic Utilization Among Sex Workers. PLoS ONE. 2016.
  • Krishnamurthy P, Prokopec S. Resisting That Triple-Chocolate Cake: Mental Budgets and Self-Control. Journal of Consumer Research. 2010.
  • Syam N, Krishnamurthy P, Hess JD. That's What I Thought I Wanted? Miswanting and Regret for a Standard Good in a Mass-Customized World. Marketing Science. 2008.
  • Hawley ST, Volk RJ, Krishnamurthy P, et al. Preferences for Colorectal Cancer Screening Among Racially/Ethnically Diverse Primary Care Patients. Medical Care. 2008.
  • Krishnamurthy P, Carter P, Blair E. Attribute Framing and Goal Framing Effects in Health Decisions. Organizational Behavior and Human Decision Processes. 2001.

Contact Info

Phone:
 713-743-4576 
Email:
  partha@uh.edu
Room:
 MH 385H
Website:
  Visit Web Site

Courses

  • Customer Insights
  • Marketing Administration
  • Applied Buyer Behavior
  • Seminar in Buyer Behavior

Education

Ph.D.
The Pennsylvania State University