An associate professor, Anand Kumar has taught basic marketing and marketing research at the undergraduate level, marketing management, strategic brand management, new product and service development for MBA students and a doctoral seminar in consumer behavior.
His areas of research interest include marketing communications' effectiveness, customer satisfaction, customer delight, consumer reactions to new technology products and services, consumer emotions, and brand strategies. His research has appeared in journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Business Research, Journal of Advertising Research, Marketing Science Institute Working Paper Series, and Journal of Consumer Satisfaction.
Kumar received a PhD in business from Indiana University, Bloomington. He has held faculty positions at Vanderbilt University, Nashville and Southern Illinois University at Carbondale. Kumar is a member of the American Marketing Association, Association for Consumer Research, Society for Consumer Psychology and the Academy of Marketing Science.
- MAR 3023 – Basic marketing
- MAR 4333 - Promotion Management
- MAR 6936 - Brand Management, Consumer Behavior
- MAR 7555 - Consumer Behavior
- Besharat, Ali, Anand Kumar, John Lax and Eric Rydzik (2013), "Leveraging Attribute Virtual Direct Experience in Video Games to Improve Brand Recall and Learning", Journal of Advertising, 42:2-3, 170-182.
- Kumar, Anand, Ali Besharat, Charles Lindsey, and Shanker Krishnan, "Contextual and Competitive Interference: Inhibition or Facilitation?", Journal of Advertising (forthcoming).
- Nguyen, Carlin and Anand Kumar, "Humor and Deception in Advertising: When Laughter May Not Be The Best Medicine."
- Member, Advisory Panel, Society for Consumer Psychology (2012-2014)