Shelle Santana

Shelle Santana

  • Assistant Professor, Marketing
  • M.B.A. Duke University Fuqua School of Business
  • Ph.D. NYU Stern School of Business
  • BS 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. John Wiley and Sons Inc, (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. SAGE Publications Ltd, (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. INFORMS Inst.for Operations Res.and the Management Sciences, (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 Forthcoming
  • Santana, S., Vera, S., Chacon, F. Is the U.S. Going Cashless for Small-Value Transactions? Evidence from the Field. Journal of Public Policy and Marketing Forthcoming
  • Santana, S. Policy and Change: The Role of Marketing and Public Policy in Securing Economic Security and Financial Well-Being. Forthcoming

    • Book Chapters

  • Cooley, T., Gabaix, X., Lee, S., Mertens, T., Morwitz, V., Santana, S., Schmeits, A., Nieuwerburgh, S., Whitelaw, R. 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"
  • 2023. "Wallethub"
  • 2023. "Lifehacker"
  • 2023. "Wallethub.com"
  • 2023. "Simon Kucher"
  • 2022. "The Shift with Shane Hewitt (Canada)"
  • 2022. "Wallethub.com"
  • 2022. "The Lisa Dent Show (WGN, Chicago)"
  • 2022. "Wallethub.com"
  • 2022. "Nerdwallet.com"
  • 2020. "Los Angeles Times"
  • 2020. "A Better Series Podcast"
  • 2020. "Wall Street Journal"
  • 2019. "USA Today"
  • 2019. "Marketplace.com"
  • 2019. "Greater LA podcast"
  • 2019. "alphacommsolutions.com"
  • 2019. "HBR.org"
  • 2019. "https://squareup.com"
  • 2019. "cnbc.com"
  • 2019. "cbsnews.com"

    • Presentations

  • Santana, S. (1964). “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. (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 Pricing Conference 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., Vera, S., Chacon, F. (2021). “Is the U.S. Going Cashless for Small-Value Transactions? Evidence from the Field” Presented at the Society for Consumer Psychology Society for Consumer Psychology
  • 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). 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