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Esta D. Shah, Ph.D.

Assistant Professor of Marketing

Address: Beatty Center, Room 431
Office Hours: M: 10:00 am-1:00 pm; W: 10:00 am-12:00 noon; and by appointment
Phone: 843.953.8036
Curriculum Vitae: Download

Dr. Esta Shah was appointed Assistant Professor of Marketing for the Department of Management and Marketing at the College of Charleston in 2018.  Previously, she was an Assistant Professor and Director of Faculty Research at the University of Cincinnati from 2016-2018.  At Cincinnati, she re-designed the Consumer and Market Insights Lab and worked to develop a strong research program and culture. Dr. Shah earned her BA in Psychology and BBA in Marketing at Emory University, and her MS and PhD in Consumer Behavior at Northwestern University, Kellogg School of Management.  Esta’s teaching interests relate to consumer behavior, advertising and marketing strategy, and international marketing.  Her passion is with students and mentoring young research scholars.  She personally advises students on individual research projects and encourages collaboration.  Dr. Shah's research interests center around three inter-related themes in consumer research: consumer behavior (e.g., judgement and decision-making, mental accounting, gift-giving strategies), advertising (e.g., direct-to-consumer pharmaceutical strategies, effects on patient health and well-being), and international marketing (e.g., cross-cultural influences).

Organizations and Affiliations: American Marketing Association, Association for Consumer Research, Society for Consumer Psychology


Kellogg School of Management, Northwestern University, Evanston, IL
    Ph.D., Consumer Behavior in Marketing, 2015

Kellogg School of Management, Northwestern University, Evanston, IL
    M.S., Marketing Research, 2012

Emory University, Atlanta, GA 
    B.A., Psychology, 2010

Goizueta School of Business, Emory University, Atlanta, GA                    
    B.J3.A., Marketing, 2010

Research Interests

  • Consumer Behavior (e.g., judgement and decision making, mental accounting, gift-giving strategies)
  • Advertising (e.g., Direct-to-Consumer pharmaceutical strategies, effects on patient health and well-being)
  • International Marketing(e.g., Cross-cultural influences).

Courses Taught

  • Consumer  Behavior  
  • Buyer Behavior
  • Academic Research Assistant
  • International Marketing
  • Advertising Management
  • Marketing for Managers
  • Advertising Strategy
  • Marketing Management
  • Quantitative Research 

Honors and Awards

  • Darwin T. Turner Scholars Program - Faculty Recognition - Spring 2017
  • Dean's List of Teaching Excellence - Fall 2015 thru Spring 2018


Conference Proceedings

Wu, Ruomeng, Esta D. Shah, and Frank R. Kardes (2017), " Disfluency Effects on Omission Neglect," paper presented at the Summer Society for Consumer Pschology Conference, Washington,  DC.

Sojka, Jane, Elliot Manzon, and Esta Shah (2017), "Bringing the " Real World"  into  the Marketing Classroom: Incorporating In-class Experiential Learning throughout the Marketing Curriculum" (Special Session), Winter American Marketing Association, Orlando, Florida.

Shah, Esta, Ruomeng, Wu, and Frank Kardes (2016), "The Struggle Isn't Real. How Need for Cognitive Closure Moderates Inferences from Disfluency", Working Paper at the Association of Consumer Research, Berlin, Germany.

Wu, Ruomcng, Esta D. Shah, and Frank R. Kardes (2015), " The Effect of Jargon on Sensitivity to Omissions in Judgment Based on Limited Information," paper presented at the Asia Pacific Association for Consumer Research Conference, Hong Kong.