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Rhonda Hadi

Associate Professor of Marketing

Saïd Business School
University of Oxford
Park End Street
Oxford
OX1 1HP

Profile

Rhonda’s research focuses on consumer interactions with technology and sensory marketing.

This area of research represents an exciting and practical area of study, as consumers frequently experience sensations in their surrounding environments, while interacting with products, and when engaging with marketing communications. Her work, accordingly, has implications for product manufacturers, service industries, retailers, software developers, and public policy makers.

Rhonda’s research has been published in leading journals such as the Journal of Consumer Research, the Journal of Marketing and the Journal of Consumer Psychology. Her work has been selected as a ‘must read' by the Marketing Science Institute and she frequently shares her expertise with the media, including in interviews with the BBC. She is an Associate Editor at the Journal of Consumer Research and the Journal of Business Research and sits on the editorial review boards of the Journal of Consumer Psychology and the Journal of the Academy of Marketing Science.

Rhonda has an MBA from Cornell University and earned MPhil and PhD degrees in marketing from Baruch College, City University of New York. She is a recipient of the John Elliot Teaching Award and has given invited academic and industry talks in North America, Europe, Asia and the Middle East. At Oxford, she is a Fellow of Green Templeton College.

Read Rhonda's CV.

Publications

How culture shapes consumer responses to anthropomorphic products

  • Journal article
  • International Journal of Research in Marketing
  • Sara Baskentli,
  • Rhonda Hadi,
  • Leonard Lee
Marketing

The Metaverse: a new digital frontier for consumer behavior

  • Journal article
  • Journal of Consumer Psychology
  • Rhonda Hadi,
  • Shiri Melumadb,
  • Eric S Parkc
Marketing

Follow your nose when it sounds right: how brand names influence consumer responses to product scents

  • Journal article
  • Journal of Business Research
  • Marina Carnevale,
  • Rhonda Hadi,
  • David Luna,
  • Ruth Pogacar
Marketing

From tablet to table: how augmented reality influences food desirability

  • Journal article
  • Journal of the Academy of Marketing Science
  • William Fritz,
  • Rhonda Hadi,
  • Andrew Stephen
Marketing

Blame the bot: Anthropomorphism and anger in customer-chatbot interactions

  • Journal article
  • Journal of Marketing
  • Cammy Crolic,
  • Felipe Thomaz,
  • Rhonda Hadi,
  • Andrew Stephen
Marketing
See more publications

Engagement

Rhonda’s research has implications for both industry and public policy.

She continuously collaborates with Fortune 500 companies, start-ups, and non-profit organizations, with the goal of better understanding and improving consumer experiences. At Saïd Business School, Rhonda is an active member of the Future of Marketing Initiative, a collaborative network of academic-industry partnerships aimed at producing relevant research and practical thought leadership. 

Teaching

Rhonda has taught audiences ranging from undergraduate students to high-level executives.

At Saïd Business School, Rhonda teaches the Core Marketing course for the MBA and EMBA programmes, along with electives on Strategic Consumer Insights, the Digital Transformation of Marketing, Media, and Advertising, and the Future of Marketing.

She is a recipient of the John Elliot Teaching Award, and has taught courses across North America, Asia and Europe.

Students

Rhonda supervises Saïd Business School doctoral candidates.

Oxford Answers

Thought-leadership and insights for business leaders written by our Faculty and Associate Fellows.

View articles by Rhonda.

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