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Rhonda Hadi

Associate Professor of Marketing

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

Profile

Rhonda is an academic expert in the field of marketing, investigating the profound impact of emerging technologies on consumer experiences and behaviour.

Her work explores a wide array of technologies - including immersive technology, mobile and wearable computing, and consumer-facing artificial intelligence - shedding light on how these innovations are reshaping the modern consumer landscape.

She is an Associate Editor at the Journal of Consumer Psychology and sits on the editorial review boards of the Journal of Consumer Research, Journal of Marketing Research, and Journal of the Academy of Marketing Science. She regularly publishes her research in top-tier academic journals and her work has been designated as a ‘must read' by the Marketing Science Institute.

Rhonda is a Fellow of Green Templeton College and a recipient of the John Elliot Teaching Award. She is a frequent keynote speaker and has given invited talks across North America, Asia, Africa and Europe. She also readily shares her expertise with the mainstream media, including interviews with the BBC.

Read Rhonda's CV.

Publications

Bridging the digital and physical: the psychology of augmented reality

  • Journal article
  • Current Opinion in Psychology
  • Rhonda Hadi,
  • Eric S Park
Marketing

Crossmodal compensation: sensory discomfort affects consumer preferences across modalities

  • Journal article
  • Psychology and Marketing
  • Oden Groth,
  • Rhonda Hadi,
  • Lauren Block
Marketing

Showcase the smiles or the tears? How elicited perspectives determine optimal charity appeal content

  • Journal article
  • Journal of the Academy of Marketing Science
  • Diogo Hildebrand,
  • Rhonda Hadi,
  • Sankar Sen
Marketing

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
See more publications

Engagement

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

She frequently collaborates with a diverse range of stakeholders, including Fortune 500 companies, start-ups, and non-profit organisations, all with the shared goal of better understanding and improving consumer experiences. At Oxford Saïd, she is an active member of the Oxford 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 Oxford Saïd, she leads the Core Marketing course for the MBA, but also teaches on the EMBA programme, Diploma in AI for Business, and various executive education programmes. Recently offered courses and modules include:

  • Marketing Core
  • Strategic Consumer Insights
  • Customer Centricity
  • Digital Transformation of Marketing, Media, and Advertising
  • The Future of Marketing

Oxford Answers

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

View articles by Rhonda.

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