Rhonda Hadi

Rhonda Hadi

Associate Professor of Marketing

Saïd Business School
University of Oxford
Park End Street


Rhonda’s research focuses on consumer interactions with technology and sensory marketing.

This area of research represents an exciting and practical area of study, as consumers frequently experience sensations in their surrounding environments, while interacting with products, and when engaging with marketing communications. Her work, accordingly, has implications for product manufacturers, service industries, retailers, software developers, and public policy makers.

Rhonda’s research has been published in leading journals such as the Journal of Consumer Psychology and Appetite. Her work had been selected as a ‘Must Read' by the Marketing Science Institute, and she frequently shares her expertise with the media, including interviews with the BBC.

Rhonda has an MBA from Cornell University and earned MPhil and PhD degrees in marketing from Baruch College, City University of New York. She is a recipient of the John Elliot Teaching Award, and has given invited academic and industry talks in North America, Europe, Asia, and the Middle East. At Oxford, she is a fellow of Green Templeton College.

Read Rhonda's CV.


Shivering for Status: When Cold Temperatures Increase Product Evaluation(opens in new window)

  • Jaewoo Park,
  • Rhonda Hadi

Warm Hearts and Cool Heads: Uncomfortable Temperature Influences Reliance on Affect in Decision Making(opens in new window)

Journal article  |  Journal of the Association for Consumer Research  | 
  • R HADI,
  • Lauren Block
  • Diogo Hildebrand,
  • R Dustin Harding,
  • Rhonda Hadi
  • Hans IJzerman,
  • Siegwart Lindenberg,
  • Ilker Dalgar,
  • Sophia SC Weissgerber,
  • Rodrigo C Vergara,
  • Athena H Cairo,
  • Marija V Colic,
  • Pinar Dursun,
  • Natalia Frankowska,
  • Rhonda Hadi,
  • Calvin J Hall,
  • Youngki Hong,
  • Chuan-Peng Hu,
  • Jennifer Joy-Gaba,
  • Dusanka Lazarevic,
  • Ljiljana B Lazarevic,
  • Michal Parzuchowski,
  • Kyle G Ratner,
  • David Rothman,
  • Samantha Sim,
  • Claudia Simao,
  • Mengdi Song,
  • Darko Stojilovic,
  • Johanna K Blomster,
  • Rodrigo Brito,
  • Marie Hennecke,
  • Francisco Jaume-Guazzini,
  • Thomas W Schubert,
  • Astrid Schuetz,
  • Beate Seibt,
  • Janis H Zickfeld

Implications of Product Anthropomorphism Through Design

Chapter  |  The Routledge Companion to Consumer Behavior  | 
  • A Valenzuela,
  • R Hadi
See more publications


Rhonda’s research has implications for both industry and public policy.

She continuously collaborates with Fortune 500 companies, start-ups, and non-profit organizations, with the goal of better understanding and improving consumer experiences. At Saïd Business School, Rhonda is an active member of the Future of Marketing Initiative, a collaborative network of academic-industry partnerships aimed at producing relevant research and practical thought leadership. 


Rhonda has taught audiences ranging from undergraduate students to high-level executives.

At Saïd Business School, Rhonda teaches the Core Marketing course for the MBA and EMBA programmes, along with electives on Strategic Consumer Insights, the Digital Transformation of Marketing, Media, and Advertising, and the Future of Marketing.

She is a recipient of the John Elliot Teaching Award, and has taught courses across North America, Asia and Europe.


Rhonda supervises Saïd Business School doctoral candidates.