Anubha Mishra

Faculty & Staff / Anubha Mishra

Associate Professor and Marketing Chairperson

Office Location 
Sweigart Hall 352
Headshot of Anubha Mishra

Background Information

  • Ph.D. University of Arizona, Norton School of Family and Consumer Sciences, Retailing and Consumer Sciences, 2011


  • American Marketing Association

Refereed Articles

  • Haywood, E. & Mishra, A. (forthcoming). Building a culture of business analytics: A marketing analytics exercise. International Journal of Educational Management, Special Issue: The Human Side of Management
  • Lawrence, J.J. & Mishra, A. (compact case) (2018). Telect Inc. and the 30 Year Ride: Edgy, or Over the Edge?  Case Research Journal, 37(4).
  • Helm, S., Henk, U. & Mishra, A. (2016). Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors. European Journal of Marketing, 50(1/2).
  • Lawrence, J.J., & Mishra, A. (2015). Telect Inc. and the 30 Year Ride: Edgy, or Over the Edge? Case Research Journal, 35(1).
    Also available through Harvard Business Review at
  • Lawrence, J.J., Mishra, A., & Pengilly, M. (2014) Litehouse Foods: The Glass Dilemma. Case Research Journal, 34(2).
    Also available through Harvard Business Review at
  • Eastlick, M. A., Ratto, C., Lotz, S. L., & Mishra, A. (2012). Exploring antecedents of attitude toward co-producing a retail checkout service utilizing a self-service technology. The International Review of Retail, Distribution and Consumer Research, 22(4), 337-364.
  • Lotz, S. L., Eastlick, M. A., Mishra, A. & Shim, S. (2010). Understanding patrons’ participation in activities at entertainment malls: A study in “Flow”. International Journal of Retail and Distribution Management, 38(6), 402-422.
  • Serido, J., Shim, S., Mishra, A. & Tang, C. (2010). Financial parenting, financial coping behaviors and well-being of emerging adults. Family Relations: Interdisciplinary Journal of Applied Family Studies (Special Issue), 59(4), 453-464.

Presentation of Refereed Papers

  • Mishra, A. & Kumar, M. (August, 2018). What does using a fitness tracking device brings to one’s life? Academy of Business Research, Boston, MA. (Abstract)
  • Mishra, A., Kumar, M. & Baker-Eveleth, L. (August, 2018). Why use a fitness tracking device? A comparison of self-determination theory and technology acceptance model. ​Best Paper Award​, Academy of Business Research, Boston, MA. (Abstract)
  • Perrine, A. & Mishra, A. (August, 2018). Celebrity with a voice: Do we like them or leave them? Academy of Business Research, Boston, MA. (Abstract)
  • Kumar, M., Adebanjo, D., Chan, J. & Mishra, A. Skillsets currently needed for effective supply chain management leadership. Academy of Business Research, Boston, MA. (Abstract)
  • Baker-Eveleth, L. & Mishra, A. (April, 2016). Using wearable technology for health and fitness. Forty-Fifth Annual Meeting of Western Decision Science Institute, Las Vegas, NV. (Extended Abstract)
  • Mishra, A, Lindsey-Mullikin, J., Borin, N. & Krishnan, R. (December, 2015). Many faces of consumption: understanding consumers' motivations and product preferences for deconsumption. The 9th Annual NASMEI Conference, Manamani, India. (Abstract)
  • Mishra, A. & Eastlick, M.A. (August, 2015). I like using my mobile apps but... A study of post consumption appraisal. The 2015 INFORMS Marketing Science Conference, Philadelphia, PA. (Extended Abstract)
  • Helm, S., Renk, U. & Mishra, A. (February, 2015). Exploring the relationship between brand pride, brand identification and brand citizenship behavior of employees. American Marketing Association Winter Marketing Educators’ Conference, San Antonio, TX. (Abstract)
  • Helm, S., Renk, U. & Mishra, A. (September, 2014). Exploring employees’ brand pride, brand identification and brand citizenship behavior. 9th International Conference of the Corporate Identity/Associations Research Group (CIARG), Amsterdam, Netherlands. (Abstract)
  • Borin, N. & Mishra, A. (May, 2014). Product preferences of the deconsumer. Hawaii International Conference on Business, Honolulu, HI. (Abstract)
  • Lawrence, J.J. & Mishra, A. (October, 2013). Telect Inc. and the 30 Year Ride: Edgy or Over the Edge? Won ​Silver Award​ as the 2n​ d​ best case, North American Case Research Association Annual Meeting, Vancouver, Canada.
  • Mishra, A. & Eastlick, M. A. (August, 2012). The role of resistance and positive coping in consumption of mobile apps. AMA Summer Marketing Educators' Conference, Chicago, IL. (Extended Abstract)
  • Mishra, A.​ ​& Eastlick, M. A. (April, 2012). “I won't” or “I may”: A study of non-adopters' appraisal and resistance coping strategies of a mobile technology. Inaugural AMA/ACRA Triennial Retail Conference, Seattle, WA. (Extended Abstract)
  • Card, N., Mishra, A., Serido, J. & Shim, S. (March, 2010). Socializing influences on young adults’ financial attitudes and behaviors: Parents, friends, or both? Society for Research on Adolescence, Philadelphia, PA. (Poster Presentation)
  • Mishra, A. & Eastlick, M. A. (2009). A propositional framework for evaluating the influence of display formats on product evaluation. In Retailing: Strategic planning in uncertain times, J. Evans (Ed.). 12, 240-245. Hempstead, NY: Academy of Marketing Association. (Full Paper)

Presentation of Non-Refereed Papers


  • Mishra, A. (2013, April). Social Norms and Solar Power: What is the Connection? Uldeas Symposium, Moscow, Idaho.
  • Mishra, A. & Eastlick, M. (January, 2008). Display formats and shopping intentions. Presented at Take Charge America Institute Research Council Meeting​, Tucson, Arizona.



  • 2018: Best Paper Award, Academy of Business Research, Boston MA, 2018
  • 2016 & 2018: Reimbursement Award, Rider University
  • 2016 - 2017: Summer Research Fellowship, Rider University
  • 2016 - 2017: Davis Fellowship, Rider University
  • 2012, 2013 - 2014: Summer Research Grant, University of Idaho
  • 2014: Gary Michael Idaho Power Fellowship, University of Idaho, 2014
  • 2013: Silver Award as the 2n​ d​ best case, North American Case Research Association Annual Meeting, Canada, October 2013
  • 2010: Residential Adoption of Solar Energy Alternatives, Policy TRIF fund, Institute of the Environment, University of Arizona, Co-PI
  • 2009: Certificate of Excellence in recognition of academic excellence in Retailing and Consumer Sciences, University of Arizona, 2009


  • 2008 - 2009: Ruth R. Cowden Scholarship, University of Arizona
  • 2006 - 2008: John & Clara Bruhn Memorial Scholarship, University of Arizona
  • 2005 - 2007: IBM Scholarship, University of Arizona
  • 2006: Graduate Fellowship Scholarship, University of Arizona