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Shabnam Azimi

Associate Professor, Marketing

Dr. Shabnam Azimi is an Associate Professor of Marketing at the Quinlan School of Business, where she teaches undergraduate and graduate courses in digital marketing, digital marketing analytics, and research methods in marketing.

Her research examines how online information and individual traits influence consumer judgment and decision-making. Shabnam investigates complex issues such as procrastination and the prevalence of fake online reviews, with the goal of uncovering the misconceptions, biases, and vulnerabilities that shape consumer choices. Her recent work explores valence asymmetry, focusing on how individuals are particularly susceptible to negative information, especially when that information is fake.

Her research has appeared in leading journals like the Journal of the Academy of Marketing Science and Journal of Advertising, and her insights have been featured in The Conversation and NPR Planet Money.

Education

  • PhD, University of Massachusetts, Amherst
  • MS, Marketing and Electronic Commerce, Lulea University of Technology, Sweden

Research Interests

  • Judgment and Decision-Making
  • Individual Differences
  • Procrastination
  • Online Reviews
  • Valence Asymmetry

Professional/Community Affiliations

Editorial Review Board 

  • Journal of Consumer Marketing (2022- present)
  • Journal of Business Research (2023 – present)
  • Journal of Consumer Behaviour (2023 – present)

Membership 

  • American Marketing Association
  • Academy of Marketing Science

Courses Taught

  • Digital Marketing
  • Digital Marketing Analytics
  • Research Methods in Marketing
  • Principles of Marketing

Publications/Research Listings

Azimi, S. & Ansari, S. (2023). I Don’t Like It but I Use It: How Online Physician Reviews Affect Readers’ Trust. Journal of Consumer Marketing. 40 (7), 940-956.

Azimi, S. & Andonova, Y. (2023). Did You Find This Review Helpful? Marketing Intelligence and Planning. 41 (3), 329-343.

Azimi, S., Chan, K., & Krasnikov, A. (2022). How Fakes Make It Through: The Role of Review Features Versus Consumer Characteristics. Journal of Consumer Marketing. 39 (5), 523-537.

Azimi, S., Andonova, Y., & Schewe, C. (2021). Closer Together or Further Apart? Values Of Hero Generations Y and Z During Crisis. Young Consumers. 23 (2), 179-196.

Azimi, S., Milne, G. R., & Miller, E. G. (2020). Why Do Consumers Procrastinate and What Happens Next? Journal of Consumer Marketing. 37 (7), 795-805.

Azimi, S., Yunlu, D., & Shapiro, J. (2020). Creative Procrastinators: Mapping a Complex Terrain. Personality and Individual Differences. 154 (February).

Tokic, S. & Azimi, S. (2019). The Bearing of User Innovation on the Patent System and Product Liability Laws: Is User Innovation Overrated and Under-Examined? Federal Circuit Bar Journal. 29 (1), 121-165.

Azimi, S., Chan, K., & Pillai, D. (2016). Internationalization Factors and Years of Firms Export Performance: Does It Matter When a Born Global Was Born? Journal of International Marketing and Exporting. 20 (1), 1-14.

Azimi, S., Milne, G. R., & Miller, E. G. (2016).  Procrastinators' Online Experience and Purchase Behavior.   Journal of the Academy of Marketing Science. 44 (5), 568-585.

Pillai, D., Balasubramanian, S. K., & Azimi, S. (2014).  The Effect of Individual Level Variables on the Effectiveness of Brand Placements.   Innovative Marketing, 10 (4), 28-37.

Azimi, S., Diamond, W., & Chan, K. (2011).  Does Ad-Context Congruity Help Surfers and Information Seekers Remember Ads in Cluttered E-magazines?   Journal of Advertising. 40 (4), 67-84.

Awards

  • Marketing Professor of the Year Award- Student Choice, Northeastern Illinois University (2015)
  • Best Research Paper Award, Direct/Interactive Marketing Research Summit by Marketing Edge (2013)
  • Outstanding Doctoral Student Researcher Award, University of Massachusetts Amherst- Isenberg School of Management (2011)