---
id: "entity-amrita-mitra"
type: "entity"
source_timestamps: ["¶1"]
tags: ["author", "researcher", "consumer-behavior"]
related: ["entity-guneet-kaur-nagpal", "framework-curiosity-window-alignment", "claim-found-time-drives-exploration"]
entityType: "person"
canonicalName: "Amrita Mitra"
aliases: []
speakers: ["Amrita Mitra"]
sources: ["commercial"]
isSpeakerEntity: true
---
## Segment 5 — commercial

## Article 66 — a066

# Amrita Mitra

**Amrita Mitra** is a co-author of the HBR research article this vault is built from (a marketing / consumer-behavior researcher; per enrichment, resolvable via an HBR author page and affiliated academic profile).

**Role in the source:** co-lead author and one of the two attributed voices; co-designer of the natural experiment tracking [[entity-blockchain|blockchain]] search across 118 California and New York counties during the early Covid-19 pandemic.

**Attributed contributions to this vault** (shared authorship with [[entity-guneet-kaur-nagpal|Guneet Kaur Nagpal]]):
- The [[concept-found-time|found-time]] thesis and its boundary conditions ([[concept-emotional-context]], [[concept-mental-bandwidth]]).
- [[framework-curiosity-window-alignment|The Curiosity Window Alignment Model]].
- Claims: [[claim-found-time-drives-exploration]], [[claim-hype-crowds-out-exploration]], [[claim-stress-blocks-curiosity]], [[claim-long-time-gains-enable-deep-exploration]].
- Contrarian reframes: [[contrarian-hype-does-not-equal-readiness]], [[contrarian-time-is-catalyst-not-backdrop]].
- Quotes: [[quote-visibility-vs-readiness]], [[quote-motivation-attention-information]], [[quote-cannot-create-time]], [[quote-match-the-mindset]].
- Managerial guidance: [[action-build-exploration-playbook]], [[action-match-emotional-tone]], [[action-monitor-team-calendars]].