Zachary Estes

Zachary Estes is a Professor of Marketing at Bayes Business School, City, University of London, and holds roles as Director of Research for the Faculty of Management and Co-Director of the Behavioural Research Lab. He earned a PhD in Psychology from Princeton University. His research focuses on cognition, emotion, and consumer behavior, with a emphasis on multisensory interaction, shopping behavior, and marketing strategies. His work has been published in top journals and highlighted in media such as BBC Radio, Scientific American, and The New Yorker. Estes has held positions at Bocconi University and the University of Warwick, and has received teaching awards from both institutions. He has contributed to editorial boards of journals like the Journal of Consumer Research and Cognitive Science. His studies explore topics ranging from the impact of shopping cart design on purchasing behavior to the role of olfactory imagery in product evaluations.

• Education: PhD in Psychology, Princeton University
• Affiliations: Bayes Business School (since 2020), Bocconi University (2012–2020), University of Warwick (2005–2012)

Research interests include consumer decision-making, cognitive psychology, and the integration of emotion into marketing strategies. His recent work examines how physical cues like shopping cart handles influence purchasing through muscle activation, demonstrating that parallel handles increase sales by activating flexor muscles. Other studies investigate the influence of visual and olfactory stimuli on consumer perceptions. Awards include teaching excellence at both Warwick and Bocconi.

Grants and funding have supported projects on behavioral research in marketing, including studies on sensory marketing and consumer behavior dynamics. Estes collaborates with industry partners to apply findings in real-world settings, such as optimizing shopping cart designs for retail environments.