Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

Esta Shah, PhD

Assistant Professor - Educator and Faculty Director, CMI Lab
Professional Summary
Dr. Esta Shah was appointed Assistant-Professor Educator and Director of Faculty Research at the University of Cincinnati in 2016. Previously, she completed a post-doctoral position at the University of Cincinnati, and re-designed the Consumer and Market Insights Lab. 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. Dr. Shah's teaching interests relate to consumer behavior, advertising and marketing strategy, and international marketing. She also teaches a Research Assistant class for both undergraduate and graduate students, and personally advises students on individual research projects. 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).
Contact Information
E-mail:
Office:
417 Carl H. Lindner Hall
Phone:
513-556-1021
Fax:
513-556-0979
Teaching Interest
  • Consumer Behavior, Buyer Behavior, International Marketing, Advertising Strategy, Marketing Management
Research Interest
  • Judgement and Decision Making, Mental Accounting, Gift Giving
History

Institution:
Lindner College of Business, University of Cincinnati
Title:
Assistant Professor of Marketing - Educator Track


Institution:
Lindner College of Business, University of Cincinnati
Title:
Post-Doctoral Student, Marketing
End Date:
2016-07-31


Awards | Honors

Organization:
Lindner College of Business, University of Cincinnati
Name:
Dean’s List of Teaching Excellence
Year Received:
2017


Organization:
Darwin T. Turner Scholars Program
Name:
Darwin T. Turner Scholars Program Faculty Honoree
Year Received:
2017


Education

Institution:
Northwestern University, Kellogg School of Management
Major:
Marketing
Dissertation:
Advances to Mental Accounting Theory
Completed:
2015
Degree:
Ph D


Institution:
Northwestern University, Kellogg School of Management
Major:
Marketing
Completed:
2012
Degree:
MS


Institution:
Emory University
Major:
Pschology
Completed:
2010
Degree:
BA


Institution:
Emory University, Goizueta Business School
Major:
Marketing
Completed:
2010
Degree:
BBA


Research in progress

Title:
Adjusting Mental Accounts adjusts Mental Accounting Strategies


Status:
On-Going

Research Type:
Scholarly


Title:
Do Consumers Become More Or Less Certain As They Age? How Cross-Cultural Differences in Perceived Self-Efficacy Impact the Effect of Age on Certainty

Description:
In submission at JCR


Research Type:
Scholarly


Title:
Don’t think about purchased gifts: The negative effects of thinking about a previous gift choice on gift satisfaction


Status:
On-Going

Research Type:
Scholarly


Title:
Effects of Direct-to-Consumer Pharmaceutical Advertisements on patient well-being and patient-doctor relationships


Status:
Planning

Research Type:
Scholarly


Title:
Effects of Interpersonal Construal Level on perceptions of drug efficacy in Pharmaceutical Advertising


Status:
Writing Results

Research Type:
Scholarly


Title:
Mentally Accounting for Others: Evidence for Mental Stealing Effects on Purchase Decisions,

Description:
In revision.

Status:
On-Going

Research Type:
Scholarly


Title:
Retroactive Malleability in Mental Accounting Processes

Description:
In revision.

Status:
On-Going

Research Type:
Scholarly


Title:
Saving Gift Cards for a Rainy Day: How Mental Accounts Shape Long-Term Valuation and Propensity to Consume,


Status:
Writing Results

Research Type:
Scholarly


Title:
Should I Like Technical Information? The Opposite Effects of Technical Jargon on Consumer Judgments

Description:
In submission.


Research Type:
Scholarly


Title:
The Struggle isn't Real: How Need for Cognitive Closure Moderates Inferences from Disfluency

Description:
Under Review at the Journal of Consumer Psychology.


Research Type:
Scholarly


Presentations

Title:
Disfluency Effects on Omission Neglect
Location:
Washington, DC
Year:
2017


Title:
Bringing the “Real World” into the Marketing Classroom: Incorporating In-class Experiential Learning throughout the Marketing Curriculum
Location:
Orlando, Florida
Year:
2017


Title:
The Struggle Isn’t Real. How Need for Cognitive Closure Moderates Inferences from Disfluency
Location:
Berlin, Germany
Year:
2016


Title:
The Effect of Jargon on Sensitivity to Omissions in Judgment Based on Limited Information
Location:
Hong Kong
Year:
2015


Title:
Mental Accounting in Modern Day Research: Opportunities for Psychology and Marketing
Organization:
Ohio State University
Location:
Columbus, Ohio
Year:
2015


Title:
Mentally Accounting For Others: Evidence for Mental Stealing Effects on Purchase Decisions
Location:
Chicago, IL
Year:
2013


Title:
Mental Stealing Effects on Purchase Decisions
Location:
San Antonio, TX
Year:
2013


Title:
I’ll Sell That for a Dollar: Interpersonal and Intrapersonal Threats and Possession Evaluation
Location:
Vancouver, Canada
Year:
2012


Title:
I’ll Sell That for a Dollar: How Social Status Threats Devalue One’s Possessions
Location:
Las Vegas, NV
Year:
2012