Uma R. Karmarkar
Assistant Professor of Business Administration
Uma R. Karmarkar is an Assistant Professor of Business Administration in the Marketing Unit and an affiliate of the Harvard Center for Brain Sciences. She holds a B.S. in Symbolic Systems from Stanford University, a Ph.D. in Neuroscience from the University of California, Los Angeles and a Ph.D. in Marketing from the Stanford Graduate School of Business.
Professor Karmarkar's research examines the neural and psychological factors that underlie consumer decision-making. Some of her recent research targets how factors such as timing, uncertainty and sleep influence perceptions of value. Her findings have been published in a number of academic journals across a range of disciplines, including the Journal of Consumer Research, Management Science, Neuron, and Learning and Memory. In addition, her work has been featured in media outlets including Newsweek, Scientific American, The Economist and The New York Times.
At HBS she teaches the first year MBA marketing course and FIELD.
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?"