Shelle Santana is an assistant professor in the Marketing Unit and teaches the required Marketing course for the first year MBAs. Professor Santana’s research is divided into two main areas. The first is on the behavioral aspects of pricing, or how consumers think about, feel, and behave in response to various pricing formats they encounter in the marketplace. Her current work in this area is focused on how individual differences and contextual factors combine to influence how much consumers pay for items when they can pay any price they want. In a second project, she shows how the practice of drip pricing—or revealing hidden add-on fees as a consumer progresses through the purchasing process—affects consumer demand in both the short-term and the long term.
Professor Santana’s second area of research is on the subjective value of money, or how consumers change their behavior when they use currency in different forms or formats—i.e., foreign currency, loyalty points, etc.