Shiri Melumad

Shiri Melumad
  • Associate Professor of Marketing

Contact Information

  • office Address:

    753 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: Consumer Psychology of Technology, New Media and User-Generated Content, Digital Marketing

Links: Personal Website

Overview

Shiri Melumad is an Associate Professor of Marketing at the Wharton School of the University of Pennsylvania. Shiri’s research interests include the consumer psychology of technology usage, new media and user-generated content, and digital marketing. Her work has appeared in a number of journals, including the Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing.

She holds a Ph.D. and M.Phil. in Marketing from Columbia University’s Graduate School of Business and a B.A. in Psychology from Columbia University.

More information is available at Shiri’s personal page: www.shirimelumad.com

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Teaching

Current Courses

  • MKTG9520 - Contemporary Topics In Consumer Research - Part A

    The purpose of this seminar is to provide graduate students with an overview of contemporary topics in consumer research. Depending on faculty, areas addressed may include basic research on consumer knowledge (learning and memory), goals, persuasion, and emotions, with applications to branding. consumer finance, human-technology interaction, and social influence. The course draws from the literature in marketing, psychology and economics. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.

    MKTG9520301 ( Syllabus )

Past Courses

  • MKTG2110 - Consumer Behavior

    This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.

  • MKTG6110 - Marketing Management

    This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's (1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course uses lectures and case discussions, case write-ups, student presentations, and a comprehensive final examination to achieve these objectives.

  • MKTG9520 - Consumer Research Topics - A

    The purpose of this seminar is to provide graduate students with an overview of contemporary topics in consumer research. Depending on faculty, areas addressed may include basic research on consumer knowledge (learning and memory), goals, persuasion, and emotions, with applications to branding. consumer finance, human-technology interaction, and social influence. The course draws from the literature in marketing, psychology and economics. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.

  • MKTG9950 - Dissertation

    Dissertation

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