معرفی
Shiri Melumad serves as an Associate Professor of Marketing at the University of Pennsylvania's Wharton School, where she teaches Consumer Behavior, Marketing Management, and advanced doctoral seminars. Her academic work bridges marketing theory with real-world digital innovation, focusing on how technology reshapes consumer cognition and decision processes.
Her educational foundation includes:
- Ph.D. and M.Phil. in Marketing from Columbia University's Graduate School of Business
- B.A. in Psychology from Columbia University
Professor Melumad's research examines the psychological mechanisms underlying technology adoption, with particular emphasis on smartphone effects, voice interfaces, and metaverse environments. Her work reveals how digital tools alter emotional expression in user-generated content, distort news interpretation through auditory versus visual processing, and create new consumer vulnerabilities in self-disclosure. Current projects investigate neural brand homophily and the cognitive impacts of large language models versus traditional web search.
Analysis of her publication trajectory shows consistent focus on human-technology interaction evolving from smartphone psychology (2017-2020) to voice interfaces (2021-2023) and emerging metaverse/LLM research (2023-2024). Her methodology blends experimental design with computational text analysis, yielding insights applicable to digital marketing strategy and consumer protection policy.
Her scholarly impact is recognized through:
- Best Article Award, Journal of Consumer Research (2023)
- Weitz-Winer-O'Dell Award Finalist, Journal of Marketing Research (2024)
- Paul E. Green Award Finalist, Journal of Marketing Research (2019)
- Ferber Award Finalist, Journal of Consumer Research (2021)
- Best Paper Award, La Londe Conference (2019)
As a dedicated mentor, she supervises doctoral students including Yoon Duk Kim, Eric Park, and Jiani Xue, with multiple co-authored publications in top journals. Her teaching portfolio spans undergraduate, MBA, and doctoral levels, featuring courses that integrate cutting-edge research with strategic marketing applications. While specific grant funding isn't detailed, her work demonstrates sustained research productivity through continuous publication in premier outlets like Journal of Consumer Research and Journal of Marketing.
Professor Melumad collaborates across disciplines with psychologists, information systems researchers, and neuroscientists, exemplified by her work on neural brand homophily. Her future research agenda explores AI's impact on consumer learning and the psychological dynamics of immersive virtual environments.
