Dr. Rhonda Hadi is an Associate Professor of Marketing, and her research interests lie primarily in the domain of sensory marketing. Specifically, she explores how consumer sensations can nonconsciously impact consumer judgments 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 (eg in retail spaces) and while interacting with objects (eg touching products). Her 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 was selected as a Marketing Science Institute 'Must Read' Article in 2014, and she is the recipient of the prestigious OUP John Fell Fund Award. She frequently shares her expertise with the media, including interviews with BBC Radio.
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 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.
Rhonda’s research not only provides theoretical implications for academia, but 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 including Marketing Management, Consumer Behaviour and New Product Development to audiences ranging from undergraduate students to executives. She is a recipient of the John Elliot Teaching Award, and has taught in North America, Asia and Europe.
At Oxford’s Saïd Business School, Rhonda teaches the core marketing course in the MBA programme.
Saïd Business School
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