Shelle Santana

Shelle Santana

  • Assistant Professor, Marketing
  • Board Member, Marelli Inc.
  • Affiliate Professor, Brierley Institute of Customer Engagement
  • Board Member, BOA Technologies
  • PhD NYU Stern School of Business
  • MPhil NYU Stern School of Business
  • MBA Duke University Fuqua 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 Links

Professional Memberships

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

    • Publications

    Journal Articles

  • Xia, L., Wang, F., Santana, S. (2021). Nostalgia: Triggers and Its Role on New Product Purchase Intentions. Journal of Business Research, (135) 183-194.
  • Santana, S., Morwitz, V. G. (2021). The Role of Gender in Pay-What-You-Want Contexts. Journal of Marketing Research.
  • 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.
  • Raghubir, P., Morwitz, V. G., Santana, S. (2012). Europoly Money: How Do Tourists Convert Foreign Currencies to Make Spending Decisions?. Journal of Retailing.

    • Presentations

  • 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

    Department Service

  • Committee Member for Marketing Department Research Committee 2020 - Present
  • Committee Member for Marketing Department Faculty Search Committee 2022 - 2022
  • Committee Member for Marketing PhD Student Recruitment Committee 2021 - 2021

    • University Service

  • Committee Member for Conduct Review Board (Level 3) 2021 - Present

    • Professional Service

  • Reviewer, Ad Hoc Reviewer for Journal of Consumer Research 2022 - Present
  • Reviewer, Ad Hoc Reviewer for Journal of Business Research 2021 - Present
  • Conference/Workshop Track Chair for American Marketing Association 2021 - Present
  • Reviewer, Ad Hoc Reviewer for Journal of Public Policy and Marketing 2021 - Present
  • Reviewer, Ad Hoc Reviewer for Journal of Retailing 2017 - Present
  • Reviewer, Ad Hoc Reviewer for Journal of Marketing Research 2017 - Present
  • Committee Member for Society for Consumer Psychology 2016 - Present