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,
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?”
- Behavioral Pricing
- Information Processing Effects on Consumer Decision Making
- Affect and Cognition
- Introduction to Marketing
- Consumer Behavior
- Marketing Strategy
- Marketing Research
- Business-to-Business Marketing