Uma R. Karmarkar
Assistant Professor of Business Administration
Uma Karmarkar is an assistant professor of business administration in the Marketing Unit and teaches the first year marketing course in the required MBA curriculum.
Professor Karmarkar's research examines the neural and psychological factors that underlie consumer decision-making. Some of her recent work targets how timing and/or uncertainty influence perceptions of value. Her findings have been published in the Journal of Consumer Research, Neuron, and Learning and Memory. In addition, her work has attracted coverage by media outlets including Newsweek, Reuters, Scientific American, and The New York Times.
Professor Karmarkar holds two Ph.D. degrees – one in neuroscience from the University of California, Los Angeles, and more recently, another in marketing from the Stanford University Graduate School of Business.
Should you Sleep on it?
When faced with a tough decision "sleeping on it" is generally thought to help. New research from Uma Karmarkar and colleagues shows that the effects of sleep may not be so straightforward.
Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision-Making
Price is a key factor in most purchases, but can be presented at different stages of decision-making prior to a purchase. We looked at how the order of price and product information might impact decision-making process. Combining neural findings with data from behavioral experiments we find that early exposure to price can shift consumers' purchasing question from "Do I like it?" to "Is it worth it?"