Shelle Santana

Shelle Santana

  • Assistant Professor, Marketing
  • Ph.D. in Marketing, NYU Stern School of Business
  • M.B.A. Duke University Fuqua School of Business
  • BS in Industrial and Labor Relations, Cornell University

Teaching Interests

Professor Santana's teaching interests include Marketing Management, Marketing Strategy, Consumer Behavior, and Brand Strategy, and Brand Loyalty.

Research Interests

Broadly speaking, I am interested in how consumers make decisions in consumption contexts. More specifically, I explore how consumers respond to pricing information in the marketplace--how prices affect how we think, feel, and behave. In addition, I have a stream of research on the psychology of money. In this work I examine how consumers perceive, spend, and save currency in various forms such as cash, cards, and loyalty points.

Bio

Shelle Santana is an Assistant Professor in the Marketing department. Prior to her career in academia, she worked in both the financial services and telecommunications industry for more than a decade. She teaches at the undergraduate, graduate, and executive levels.

Professional Memberships

  • American Marketing Association 2017-08-01 - Present
  • Marketing Science Institute 2014-08-01 - Present
  • Association for Consumer Research 2009-09-01 - Present
  • Society for Consumer Psychology 2009-08-01 - Present
  • PhD Project 2007-11-01 - Present

    • Scholarly Contributions and Creative Productions

    Journal Articles

  • Ekpo, A., Drenten, J., Albinsson, P., Anong, S., Appau, S., Chatterjee, L., Dadzie, C., Echelbarger, M., Muldrow, A., Ross, S., Santana, S., Weinberger, M. (2022). The platformed money ecosystem: Digital financial platforms, datafication, and reimagining financial well-being. Journal of Consumer Affairs, (56) Issue 3 1062-1078. (Link)
  • Santana, S., Morwitz, V. G. (2021). The Role of Gender in Pay-What-You-Want Contexts. Journal of Marketing Research
  • Xia, L., Wang, F., Santana, S. (2021). Nostalgia: Triggers and its role on new product purchase intentions. Journal of Business Research, (135) 183-194. (Link)
  • (2021). Nostalgia: Triggers and Its Role on New Product Purchase Intentions. Journal of Business Research, (135) 183-194. (Link)
  • Santana, S., Morwitz, V. (2021). The Role of Gender in Pay-What-You-Want Contexts. Journal of Marketing Research, (58) Issue 2 265-281. (Link)
  • Santana, S., Thomas, M., Morwitz, V. G. (2020). The Impact of Numbers Throughout the Customer Journey. Journal of Retailing
  • Santana, S., Dallas, S., Morwitz, V. G. (2020). Consumer Reactions to Drip Pricing. Marketing Science
  • Santana, S. (2020). The Role of Numbers in the Customer Journey. Journal of Retailing, (96) 1 138-154. (Link)
  • Santana, S., Dallas, S., Morwitz, V. (2020). Consumer reactions to drip pricing. Marketing Science, (39) Issue 1 188-210. (Link)
  • Raghubir, P., Morwitz, V. G., Santana, S. (2012). Europoly Money: How Do Tourists Convert Foreign Currencies to Make Spending Decisions?. Journal of Retailing
  • Xia, L., Santana, S. Moral Expansiveness and the Purpose of Business: A Comparison of Liberal and Conservative Views. Journal of Business Ethics (In Progress)
  • Santana, S., Raghubir, P. “What’s the Point of Points? How Consumers Perceive, Save, and Spend Loyalty Currency. Journal of Consumer Psychology (In Progress)
  • Ekpo, A. E., Drenten, J., Albinsson, P. A., Anong, S., Appau, S., Chatterjee, L., Dadzie, C. A., Echelbarger, M., Muldrow, A., Ross, S. M., Santana, S., Weinberger, M. F. The Platformed Money Ecosystem: A Conceptual Framework for Understanding Consumer Well-Being in a Digital Cashless Culture. Journal of Consumer Affairs (Link)

    • Book Chapters

  • Cooley, T., Gabaix, X., Lee, S., Mertens, T., Morwitz, V., Santana, S., Schmeits, A., Nieuwerburgh, S., Whitelaw, R. (2010). Consumer Finance Protection Regulating Wall Street: the Dodd-Frank Act and the new architecture of global finance. John Wiley and Sons (Link)

    • Digital and Electronic Media, Social Media, Blogs, Podcasts

  • 2024. "The Atlantic"
  • 2024. "WBZ News"
  • Santana, S. 2020. "Making Change: Chapter 2"
  • Santana, S. 2019. ""Is The U.S. On Its Way To Becoming A Cashless Society?""
  • Santana, S. 2019. "Making Change: Chapter 1"

    • Presentations

  • Santana, S. (2025). “OK Boomer: Understanding the Generational Divide in Cash Utility Between Digital Natives and Non-Digital Natives” Presented at the Society for Consumer Psychology Society for Consumer Psychology Las Vegas, NV
  • Santana, S. (2025). “OK, Boomer! Examining Generational Differences in the Perceived Value of Physical vs. Digital Money  ” Presented at the Pricing Symposium Barecelona, Spain
  • Santana, S. (1964). “Matters of Miles and Money” Presented at the American Marketing Association Summer Educators' Conference Boston, MA
  • Santana, S. (1964). “Moral Expansiveness and the Purpose of Business: A Comparison of Liberal and Conservative Views” Presented at the American Marketing Association Summer Educators' Conference Boston, MA
  • Raghubir, P., Santana, S. (2023). “What's the Point of Points? Understanding how Consumers Value and Spend Loyalty Currency” Presented at the London Business School Annual Pricing Symposium London
  • Xia, L., Santana, S., Zhong, W. (2023). “Moral Expansiveness and the Purpose of Business: A Comparison of Liberal and Conservative Views” Presented at the Association of Consumer Research annual conference Seattle, WA
  • Santana, S., Raghubir, P. (2023). “What's the Point of Points? Understanding How Consumers Value and Spend Loyalty Currency” Presented at the IESE Business School Research Seminar/Invited Talk Barcelona, Spain
  • Santana, S., Raghubir, P. (2023). “What's the Point of Points? Understanding How Consumers Value and Spend Loyalty Currency” Presented at the Emory University Research Seminar/Invited Talk Atlanta, GA
  • Ross, S., Dadzie, C., Muldrow, A., , P. A., Santana, S., , L. C. (2022). “Inclusivity in the Crypto Marketplace” Presented at the Columbia University and the International Journal of Research in Marketing International Conference on Crypto-Marketing New York, NY
  • Santana, S., Raghubir, P. (2021). “Money Is as Money Was: Evidence for Hybrid Money” Presented at the University of Arizona Numerical Markers Conference Tuscon, Arizona
  • Santana, S., Vera, S., Chacon, F. (2021). “Is the U.S. Going Cashless for Small-Value Transactions? Evidence from the Field” Presented at the UVA Transformative Consumer Research
  • Santana, S., Xia, L., Wang, F. (2021). “Nostalgia: Triggers and Its Role on New Product Purchase Intentions” Presented at the Bentley University Confronting the Pandemic with Research: Bentley University's Contribution
  • Santana, S., Morwitz, V. G. (2021). “The Role of Gender in Pay-What-You-Want Contexts” Presented at the American Marketing Association Winter AMA

    • Service

    Service: Department

  • Committee Member for Marketing Department Faculty Search Committee 8/1/22 - 10/31/22
  • Committee Member for Marketing PhD Student Recruitment Committee 1/1/21 - 3/31/21

    • Service: Professional

  • Editorial Review Board Member for Journal of Consumer Research 12/1/24 - Present
  • Invited Lecture/Presentation for PhD Project 8/1/24 - 8/31/24
  • Conference/Workshop Session Chair for American Marketing Association 6/1/24 - 8/31/24
  • Committee Member for Society for Consumer Psychology 9/1/16 - Present

    • Service: University

  • Committee Member for Academic Integrity Council 9/1/23 - Present
  • Co-Chair for Curriculum Policy Committee 8/1/24 - Present
  • Committee Member for Teaching and Scholarly Activities Committee 8/1/24 - Present
  • Committee Member for Conduct Review Board (Level 3) 9/1/21 - 2024-05-31