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Contact Us

Business Contact

Department of Business
College of Business and Economics
University of Idaho
ALB 225
PO Box 443161
Moscow, Idaho 83844-3161
Phone: (208) 885-6295
Fax: (208) 885-5347
Christina Anthony-McDonald

Anubha Mishra 187 promo

Anubha Mishra


Office: ALB 331
Phone: 208-885-6090
Email: amishra@uidaho.edu

College of Business & Economics
University of Idaho
Assistant Professor of Marketing



  • Selected Publications

    Journal Publications:

    Lawrence, J.J., Mishra, A., & Pengilly, M. (Spring 2014) Litehouse Foods: The Glass Dilemma. Accepted for publication in the Case Research Journal, 34(2).

    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, 59(4), 453-464.

    Presentations and Other Creative Activities:

    Helm, S., Renk, U. & Mishra, A. (2014). Exploring Employees’ Brand Pride, Brand Identification and Brand Citizenship Behavior. Accepted for presentation at 9th International Conference of the Corporate Identity / Associations Research Group (CIARG), September 5-7, 2014, in Amsterdam, Netherlands

    Borin, N & Mishra, A. (2014). Product Preferences of the Deconsumer. Accepted for presentation at 2014 Hawaii International Conference on Business

    Lawrence, J.J. & Mishra, A. (2013). Telect Inc. and the 30 Year Ride: Edgy or Over the Edge? received the Silver Award recognizing it as the 2nd best case presented at the North American Case Research Association Annual Meeting from among the 87 total cases presented.

    Mishra, A., & Eastlick, M. A. (August 2012). The role of resistance and positive coping in consumption of mobile apps. presented as a Competitive Paper at the 2012 AMA Summer Marketing Educators' Conference, Chicago, IL.

    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. presented at the 2012 Inaugural AMA/ACRA Triennial Retail Conference, Seattle, WA.

    Card, N., Mishra, A., Serido, J., & Shim, S. (March 2010). Socializing influences on young adults’ financial attitudes and behaviors: Parents, friends, or both? presented at the biennial meeting of the Society for Research on Adolescence, Philadelphia, PA.

    Mishra, A., & Eastlick, M. A. (2009). A propositional framework for evaluating the influence of display formats on product evaluation. In Retailing 2009: Strategic planning in uncertain times, J. Evans (Ed.). 12, 240-245. Hempstead, NY: Academy of Marketing Association.

    Invited Presentation:

    Mishra, A. (April 2013). Social norms and solar power: What is the connection? presented at UIdeas Symposium, Moscow, Id. The event was also covered by The Argonaut, 114(53).

    Mishra, A. & Eastlick, M. (January, 2008). Display formats and shopping intentions. presented at Take Charge America Institute Research Council Meeting, Tucson, Arizona




  • Awards and Honors
    • Residential Adoption of Solar Energy Alternatives, Policy TRIF fund, Institute of the Environment, University of Arizona, Co-PI, $16,273.50, 2010
    • Gary Michael Idaho Power Fellowship, University of Idaho, 2014
      •  In recognition of excellence in teaching, research and services
    • Nominated for Hoffman Teaching Award, University of Idaho, 2014
    • Certificate of Excellence, University of Arizona, 2009 
      • In recognition of academic excellence in Retailing and Consumer Sciences
    • Ruth R. Cowden Scholarship, University of Arizona, 2008-2009
    • Nominated for Meritorious Award for Graduate Teaching Assistant, University of Arizona, 2008
    • John & Clara Bruhn Memorial Scholarship, University of Arizona, 2006-2008
    • IBM Scholarship, University of Arizona, 2005-2007
    • Graduate Fellowship Scholarship, University of Arizona, 2006

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