Arul Mishra is the David Eccles Faculty Fellow and associate professor of marketing at the University of Utah. Her research, on a broader level, focuses on understanding different aspects of decision-making process. Specifically, it examines four sub-areas that use intuitive decision processes - (1) situational influences on consumption, (2) affective biases, (3) financial decision-making, and (4) beliefs about spread of qualities. Some of her work has focused on understanding why people pay more attention to state borders than to physical distance when estimating the risk of a spreading disaster? Why is it that people like choosing from closely grouped objects in a gain domain but prefer objects spaced apart in a loss domain? What factors influence individual’s saving or spending decisions? How does type of food consumed or factors in the consumption environment  influence subsequent decisions?

Arul’s research has been published in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Marketing Science, and Psychological Science. Popular accounts of her work have appeared in the Scientific American, Los Angeles Times, Wall Street Journal, Chicago Tribune, MSN Money, The Financial Express, and Shape.