Rhonda Hadi

Rhonda Hadi

Associate Professor of Marketing

Saïd Business School
University of Oxford
Park End Street


Rhonda's research explores how sensory experiences impact consumer judgements and consumption behaviour, with an emphasis on understanding the underlying processes behind such effects.

This field of research represents an exciting and practical area of study because consumers frequently experience sensations both in their surrounding environments and while interacting with products. Rhonda's work 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 Psychology and Appetite. Her work had been selected as a 'Must Read' by the Marketing Science Institute, and she frequently shares her expertise with the media, including interviews with BBC Radio.

Rhonda has an MBA from Cornell University and she 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. Rhonda has given invited talks in North America, Europe, Asia, and the Middle East. At Oxford, she is a fellow of Green Templeton College, and a member of the Oxford Institute of Retail Management.

Read Rhonda's CV.


Rhonda's research interests lie primarily in the domains of sensory marketing and consumer interactions with technology.

View Rhonda's research.


Rhonda’s research not only provides theoretical implications for academia, but it also has implications for industry and public policy.

Accordingly, she has collaborated with Fortune 500 companies and startups, with the goal of improving customer experiences through sensory pathways.  


Rhonda has taught various marketing topics.

These include marketing management, consumer behaviour and new product development to audiences from undergraduate students to executives. Rhonda is a recipient of the John Elliot Teaching Award, and she has taught courses in North America, Asia and Europe. 

​At Saïd Business School, Rhonda teaches the Core Marketing course on the MBA and EMBA programme, along with electives on Strategic Consumer Insights, the Digital Transformation of Marketing, Media, and Advertising, and Global Issues in Marketing.