ALI BESHARAT

Professor of Marketing, University of Denver

Research Expertise

advertising

branding

financial decisions

About

I have received numerous college-wide and university-wide fellowships and research and teaching awards. I have been featured in popular media outlets, including New York Times, Wall Street Journal, Forbes, CNBC, Time, CNN, NBC News, Yahoo!, The Week, Business Insider, WalletHub, 9NEWS, iHeartRadio, FOX 31 NEWS, Denver Post, Colorado Public Radio, Denver 7, Denver Business Journal, among others. I have consulted with many companies, including Comcast, Danone North America, Freeport-McMoRan, Qdoba, Expedia, KONG, Leprino Foods and Hyde Park Jewelers. He teaches courses in consumer behavior, marketing research, introduction to marketing, strategic marketing management and IMC. My areas of research interest within the domain of consumer behavior include a) behavioral judgment and decision making and b) marketing communications and branding. Within the first stream of research, my current projects entail how consumers make sub-optimal choices in various contexts. My other projects focus on the effectiveness of marketing communications and branding within digital environments, brand crisis management and competitive advertising.

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Publications

How co-branding versus brand extensions drive consumers' evaluations of new products: A brand equity approach

Industrial Marketing Management

2010

The effect of review valence and variance on product evaluations: An examination of intrinsic and extrinsic cues

International Journal of Research in Marketing

2017

Towards the formation of consensus in the domain of co-branding: Current findings and future priorities

Journal of Brand Management

2013

Are maximizers blind to the future? When today’s best does not make for a better tomorrow

Marketing Letters

2013

Who Benefits from Multiple Brand Celebrity Endorsements? An Experimental Investigation

Psychology & Marketing

2013

Leveraging Virtual Attribute Experience in Video Games to Improve Brand Recall and Learning

Journal of Advertising

2013

When Motivation is against Debtors' Best Interest: The Illusion of Goal Progress in Credit Card Debt Repayment

Journal of Public Policy & Marketing

2014

Keeping consumers in the red: Hedonic debt prioritization within multiple debt accounts

Journal of Consumer Psychology

2014

Fashionably late: Strategies for competing against a pioneer advantage

Journal of Business Research

2016

Management Responses to Online WOM: Helpful or Detrimental?

SSRN Electronic Journal

2017

To stay or switch: breaking the habit of status quo through imagery perspective

European Journal of Marketing

2018

Revenue management, hedonic pricing models and the effects of operational attributes

International Journal of Revenue Management

2016

Exogenous brand crises: brand infection and contamination

Marketing Letters

2021

When indulgence gets the best of you: Unexpected consequences of prepayment

Journal of Business Research

2018

Customizing calories: How rejecting (vs. selecting) ingredients leads to lower calorie estimation and unhealthier food choices

Journal of Retailing

2021

I See Me: The Role of Observer Imagery in Reducing Consumer Transgressions

Journal of Business Ethics

2019

When CEO Pay Becomes a Brand Problem

Journal of Business Ethics

2023

Online daily coupons: Understanding how prepayment impacts spending at redemption

Journal of Business Research

2021

Contextual and Competitive Interference: Inhibition or Facilitation?

Journal of Advertising

2014

A Step Forward Toward Discernment of Co-Branding Strategy

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

2014

Mental Accounting

Encyclopedia of Medical Decision Making

2009

Bringing Ethical Consumption to the Forefront in Emerging Markets: The Role of Product Categorization

Journal of Business Ethics

2024

Examining How Self-Regulation Determines Choice-Processing Strategies and Motivations Underlying Attraction Effect

Journal of Marketing Theory and Practice

2014

When Indulgence Gets the Best of You: The Unexpected Consequences of Prepayment: An Abstract

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

2019

Exploring Consumer Spending When Redeeming Online Daily Coupons: An Abstract

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

2017

The Influence of Online Product Review Variance on Consumer Evaluations: An Examination of Intrinsic and Extrinsic Cues

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

2014

Investigating the Customers’ Loyalty to Technology-Based Self-Service Coupons

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

2014

The importance of timely social media responsiveness

Journal of Digital & Social Media Marketing

2021

Education

University of South Florida

PhD, Marketing / June, 2012

Tampa, Florida, United States of America

Experience

University of Denver

Professor / August, 2012 — Present

Links & Social Media

Research Web Site

Link

ORCID

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