Rhonda Hadi

Associate Professor of Marketing

Saïd Business School
University of Oxford
Park End Street


Rhonda’s research focuses on consumer interactions with technology. 

Specifically, Rhonda explores how experiences with emerging technologies impact consumer judgments and consumption behavior, with an emphasis on understanding the underlying processes behind such effects. Her work has implications for product manufacturers, service industries, retailers, software developers, and public policy makers.

Rhonda is an Associate Editor at the Journal of Consumer Research and the Journal of Consumer Psychology and sits on the editorial review board of the Journal of the Academy of Marketing Science. Her research has been published in leading journals such as the Journal of Consumer Research, Journal of Marketing, and 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 interviews with the BBC.

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.


How culture shapes consumer responses to anthropomorphic products(opens in new window)

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

The Metaverse: a new digital frontier for consumer behavior(opens in new window)

  • Journal article
  • Journal of Consumer Psychology
  • Rhonda Hadi,
  • Shiri Melumadb,
  • Eric S Parkc
  • Marina Carnevale,
  • Rhonda Hadi,
  • David Luna,
  • Ruth Pogacar

From tablet to table: how augmented reality influences food desirability(opens in new window)

  • Journal article
  • Journal of the Academy of Marketing Science
  • William Fritz,
  • Rhonda Hadi,
  • Andrew Stephen
  • Cammy Crolic,
  • Felipe Thomaz,
  • Rhonda Hadi,
  • Andrew Stephen
See more publications


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. 


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.

Oxford Answers

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

View articles by Rhonda.

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