Esta Shah

Esta D. Shah, Ph.D.

Associate Professor of Marketing

Education

Kellogg School of Management, Northwestern University - Evanston, Illinois
Ph.D., Consumer Behavior in Marketing, 2015
M.S., Marketing Research, 2012

Emory University - Atlanta, Georgia
B.A., Psychology, 2010

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

Research Interests

Consumer Behavior (e.g., judgment 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

Selected Publications

Shah, Esta D., Blose, Julie, & Kilpatrick, Reagan (2024), “When Consumer Brand Advocacy Goes Bad: A Study of Key Drivers of Extreme, Negative Activism,” Journal of Applied Marketing Theory, 11(1), 69-100.

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.

Honors & Awards

  • Best Conference Paper – Managerial Contribution.  5th International Augmented and Virtual Reality Conference. Munich, Germany. - Summer 2019
  • Darwin T. Turner Scholars Program - Faculty Recognition - Spring 2017
  • Dean's List of Teaching Excellence - Fall 2015 thru Spring 2018