Research Overview

Rhonda's research interests lie primarily in the domains of sensory marketing and consumer interactions with technology. Specifically, she explores how sensory experiences can impact consumer judgments and consumption behavior, with particular emphasis on emerging technologies, including haptic feedback, voice-activated devices, and augmented reality. This represents an exciting (and understudied) area to work in, as she demonstrates these sensations can influence consumer perceptions, evaluations, and behavior in ways that have implications for brand managers, product designers, service providers, software developers, and public policy makers.


Hildebrand, Diogo, Daniel Rubin, Rhonda Hadi and Thomas Kramer (forthcoming), “Flavor Fatigue: How Cognitive Depletion Influences Consumer Enjoyment of Complex Flavors,” Journal of Consumer Psychology.

Hadi, Rhonda and Ana Valenzuela (2020), “Good Vibrations: Documenting Consumer Responses to Technologically-Mediated Haptic Feedback,” Journal of Consumer Research, 47(2), 256-271. 

Melumad, Shiri, Rhonda Hadi, Christian Hildebrand, and Adrian Ward (2020), “Technology-Augmented Choice: How Digital Innovations Are Transforming Consumer Decision Processes,” Customer Needs and Solutions, 1-12.

Park, Jaewoo and Rhonda Hadi (equal authorship) (2020), "Shivering for Status: Cold Temperature Increases the Perceived Luxuriousness of Products,” Journal of Consumer Psychology, 30(2), 314-328.

Appel, Gil, Lauren Grewal, Rhonda Hadi and Andrew Stephen (equal authorship) (2020), “The Future of Social Media in Marketing,” Journal of the Academy of Marketing Science, 48, 79-95.


Hadi, Rhonda and Lauren Block (2019), “Warm Hearts and Cool Heads: Uncomfortable Temperature Influences Reliance on Affect in Decision Making," Journal of the Association for Consumer Research, 4(2), 102 - 114. [selected as lead article].

Hildebrand, Diogo, Dustin Harding and Rhonda Hadi (equal authorship) (2019), “Culturally Contingent Cravings: How Holistic Thinking Influences Consumer Responses to Food Appeals,” Journal of Consumer Psychology, 29(10), 39-59. [selected as an MSI “must-read" article].

Valenzuela, Ana and Rhonda Hadi (equal authorship) (2017), "Implications of Product Anthropomorphism Through Design," in The Routledge Companion to Consumer Behavior, Michael R. Solomon and Tina M. Lowrey (Eds.), Routledge, London.

Hadi, Rhonda and Ana Valenzuela (2014), “A Meaningful Embrace: Antecedents and Consequences of Embodied Cues of Affection,” Journal of Consumer Psychology, 24(4), 520–532. [selected as an MSI “must-read" article].

Hadi, Rhonda and Lauren Block (2014), “I take therefore I choose? The impact of active vs. passive acquisition on food consumption,” Appetite, 80, 168-173.