Tamara  Masters, Ph.D.
  • Director of Undergraduate Marketing Core, Marketing Department
  • Associate Professor (Lecturer), Marketing Department

Research Summary

Dr. Masters researches consumer judgment and decision making influences and persuasion. She enjoys discovering how individuals justify indulgence, desire reward for effort, respond to inconsistency and are persuaded through their physiology and environmental cues. She uses multiple methods including field studies, biometrics (eye-tracking, EEG, HR, GSR), VR, machine learning text analysis and behavioral lab studies to tease apart the underlying process of effects she studies.


  • Doctor of Philosophy, Marketing, University of Utah
  • MBA, Finance, University of Utah


Dr. Masters is from Portland Oregon and loves the out of doors especially beaches and moutains, skiing, hiking, playing ball, music and reading about everything.  After her MBA, Dr. Masters worked in industry and consulted around the world.  She earned her PhD working with top minds in judgment and decision making and enjoys researching why people make the consumption choices they do.  Dr Masters also enjoys continuely learning about learning and human performance to enrich teaching and lead students to greater success in business.