Contact Information
Leonard N. Stern School of Business, NYU
40 West 4th Street
Tisch Hall - Room 825
New York, NY 10012

PhD - Marketing, Stern School of Business (expected 2014)
MBA - Fuqua School of Business, Duke University (1994)
B.S. - Industrial and Labor Relations, Cornell University (1989)

My research is largely focused on behavioral pricing—or providing psychological explanations for how consumers respond to various pricing strategies and stimuli in the marketplace.  I examine these issues from a cognitive, social, and behavioral perspective, and show how these factors can affect consumers’ price-related judgments and decision making. For example, when consumers encounter a price in a foreign currency, a variety of contextual and cognitive factors can bias their price perceptions and spending behavior. Also, when consumers hold complete pricing power over the seller, their social values and their perceptions of relationship norms with the seller significantly affect the price they choose to pay. Lastly, when consumers make purchase decisions based on only a portion of the total price of the product, their purchase rates increase, but so does their likelihood of defecting from the brand.

My previous work experience motivates much of my research. Prior to joining the PhD program at Stern, I worked in a number of U.S. and global senior Marketing roles at American Express Company in New York.  Having both industry experience and consumer psychology training provides me with a unique perspective on the challenges facing today's marketing professionals, which has proven to be a valuable asset for my research and for my students.

  • Raghubir, Priya, Vicki G. Morwitz, and Shelle Santana (2012), “Europoly Money: How Do Tourists Convert Foreign Currencies to Make Spending Decisions?” Journal of Retailing, 88 (3), 7-19. Lead article.
  • Cooley, Thomas, Xavier Gabaix, Samuel Lee, Thomas Mertens, Vicki Morwitz, Shellene Santana, Anjolein Schmeits, Stijn Van Nieuwerburgh, and Robert Whitelaw (2010), “Consumer Financial Protection Regulation,” in Regulating Wall Street: The Dodd-Frank Act and the New Architecture of Global Finance, Eds. Viral V. Acharya, Thomas F. Cooley, Matthew P. Richardson, and Ingo Walter, Wiley, 73-84.
Select Research in Progress
  • Santana, Shelle and Vicki G. Morwitz, “We’re In This Together: How Sellers, Social Values, and Relationship Norms Influence Consumer Payments in Pay-What-You-Want Contexts” under review at Journal of Marketing.
  • Santana, Shelle and Vicki G. Morwitz, “Drip Pricing: A New Form of Multidimensional Pricing."
  • Santana, Shelle, Vicki G. Morwitz, and Xinyi Duan, “Predicting the Interests and Opinions of the Average American Consumer: Has Anything Changed in 25 Years?” 
  • Santana, Shelle and Priya Raghubir, “Accurate Recall of Past Beverage Consumption Reduces Future Total Consumption.” 
  • Santana, Shelle and Vicki G. Morwitz, “Are Consumers Scope-Insensitive in Pay-What-You-Want Settings?” 

Research Interests

  • Behavioral Pricing
  • Information Processing Effects on Consumer Decision Making
  • Affect and Cognition
Teaching Interests
  • Introduction to Marketing 
  • Consumer Behavior 
  • Marketing Strategy 
  • Marketing Research 
  • Business-to-Business Marketing

Shelle Santana,
Jul 8, 2013, 1:03 PM