Esta D. Shah, Ph.D.
Assistant Professor of Marketing
Office Hours: Contact for appointment
Phone: 843.953.8036
E-mail: shahed@cofc.edu
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
Education
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
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Best Conference Paper – Managerial Contribution. 5th International Augmented and Virtual Reality Conference. Munich, Germany. - Summer 2019
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Darwin T. Turner Scholars Program - Faculty Recognition - Spring 2017
- Dean's List of Teaching Excellence - Fall 2015 thru Spring 2018
Publications
Barhorst, Jennifer, McLean, Graeme, Shah, Esta D., & Rhonda Mack (2021), “Blending the real and virtual world: Exploring the role of flow in Augmented Reality experiences,” Journal of Business Research, 122, 423-436.
Wu, R., Shah, Esta D., Kardes, Frank R. and Robert Wyer (2020), “Technical nomenclature, everyday language, and consumer inference,” Marketing Letters, 31, 299–310.
Shah, Esta D., Larson, Lindsay RL, and Luther L. Denton III. (2019), "Animation and Consumer Perceptions of DTC Pharmaceutical Advertisement," Journal of Consumer Affairs.
Wu, Ruomeng, Shah, Esta D., and Frank R. Kardes (2019), “The struggle isn't real”: How need for cognitive closure moderates inferences from disfluency,” Journal of Business Research.
Conference Presentations
Barhorst, J., McLean, G., Shah, E., & Mack, R (2019). “Exploring the Antecedents and Consequences of Augmented Reality on Brand Experience – A Longitudinal Perspective,” 5th International Augmented and Virtual Reality Conference, Munich, Germany
Barhorst, J., McLean, G., Shah, E., & Mack, R (2019). “Exploring the Antecedents and Consequences of Augmented Reality on Brand Experience – A Longitudinal Perspective,” 2019 Theory + Practice in Marketing Conference, Columbia Business School, New York, New York
For a comprehensive list of Dr. Shah's research, please see her CV.