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

Research Statement

Dr. Masters researchs 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.

Research Keywords

  • consumer decision making, biometrics, persuasion, indulgence, environmental cues
  • NeuroPsychoEconomics


  • TAMARA M MASTERS for the presentation & Discussion (2023) Consumer Envy and type of purchase. Presentation, Other, 11/15/2023.
  • TAMARA MASTERS, & Keith Mark, Autumn Clark. (2023) Exploring Privacy Attitudes and Accurate Information Disclosure in Healthcare Contexts” ICIS, December 2023. Conference Paper, Refereed, Accepted, 11/01/2023.
  • TAMARA M MASTERS, & Sachin Banker, Joowon Park, Grace Yu-Buck. (2023) I want that too! How Material and Experiential Purchases Evoke Consumption Emulation in Others. Conference Paper, Refereed, Presented, 01/02/2023.
  • Pronobesh Banerjee, & Tamara Masters, Promothesh Chatterjee. (2022) "No Compromise! I want the extreme" . Conference Paper, Refereed, Accepted, 06/10/2022.
  • TAMARA M MASTERS (2022) I can’t see clearly now: Impairment and Consumer Decision Making. Conference Paper, Refereed, Accepted, 05/12/2022.
  • TAMARA M MASTERS, & DJ Nayakankuppam, Grace Fang Yu-Buck, Parker Seegmiller. (2022) Consumption as Therapy: Individual and Country Factor effects on Stress and Optimism During a Sustained Stressor. Conference Paper, Refereed, Presented, 02/11/2022.
  • TAMARA M MASTERS (2022) I can't see clearly now. Conference Paper, Refereed, Accepted, 01/03/2022.
  • TAMARA M MASTERS, & Mark Keith, Jeff Jenkins . (2021) Patient – Doctor Lies and their detection at NeuroPsychoEconomic Conference, . Conference Paper, Refereed, Presented, 06/10/2021.
  • TAMARA M MASTERS, & Mark Keith, Jeff Jenkins . (2020) Patient – Doctor Lies and their detection. Conference Paper, Refereed, Presented, 01/17/2020.
  • TAMARA M MASTERS (2019) I can’t see clearly now: Consumer decision making under impairment. Conference Paper, Refereed, Presented, 06/06/2019.
  • TAMARA M MASTERS, & Shelly Rathee, Grace Fung Yu Buck . (2019) Brand Names: Fun and Forgiveness. Conference Paper, Refereed, Presented, 05/09/2019.

Best Researcher Award

Nominated for "Best Researcher Award" for the International Resaerch Awards on Strategic Management and Business Strategy in March 2024.  This is based on my number and quality of pubs in the last couple years.


  • Pronobesh Banerjee, William H Hayes, Promothesh Chatterjee, Tamara Masters, Sanjay Mishra, Douglass (2024). “Factors that promote the repulsion effect in preferential choice. Judgment and Decision Making. Vol. 19. Published, 04/04/2024.
  • Pronobesh Banerjee, Tamara Masters, Sanjay Mishra, Krishanu Rakshit (2024). Attribute Ratings and their Impact on Attraction and Compromise Effects. Marketing Letters. Practice - refereed, Accepted, 01/10/2024.
  • Pronobesh Banerjee*, Tamara Masters & Pronobesh Banerjee, Promothesh Chatterjee (2022). Non-compromise extreme effect: Attribute Discriminability and Preference for an Extreme Alternative. Journal of Consumer Behavior. Discipline based - refereed, Accepted, 10/20/2022.
  • Tamara Masters, Mark Keith, Jeffrey L. Jenkins & Rachel Hess (2022). Do Privacy Assurances Work? A Study of Truthfulness in Healthcare History Data Collection. PlosOne. Discipline based - refereed, Accepted, 10/14/2022.
  • Nathan Twyman (2022). How Perceived manipulation, motives & ethicality work together: A CRM + Model . Journal of Marketing Theory and Practice. Discipline based - refereed, Accepted, 05/03/2022.
  • Mark Keith & Tamara Masters, Autumn Clark, Curtis Wigington (2022). What Makes Health Data Privacy Calculus Unique? Separating Probability from Impact. (Won Best Paper Award). Innovative Behavioral IS Security and Privacy Research. 10. Discipline based - refereed, Published, 01/04/2022.
  • Tamara Masters & DJ Nayakankuppam, Grace Fang Yu-Buck, Parker Seegmiller (2021). Consumption as Therapy: Dealing with Sustained Stress Through Consumption. American Marketing Association. Discipline based - refereed, Accepted, 11/01/2021.
  • Shelly Rathee & Tamara Masters, Grace F Yu-Buck (2021). So Fun! How fun brand names affect forgiveness of hedonic and utilitarian products. Journal of Business Research. Vol. 139, 44-55. Discipline based - refereed, Published, 09/01/2021.
  • Masters, Tamara & no co-authors (2020). The Long and Short of It: The Last Consumer Experience. Nowpublishers. Vol. 4, 133-171. Discipline based - refereed, Published, 10/01/2020.
  • Tamara Masters & Arul Mishra (2018). The influence of Hero and Villain Labels on the Perception of Vice and Virtue Products. John Wiley & Sons. Vol. 29, Pages 428-444. Discipline based - refereed, Published, 12/12/2018.
  • Tamara Masters & Arul Mishra, Himanshu Mishra (2017). Resolving Anomalies in the WTA/WTP disparity. American Psychological Association. Vol. 10, 111-120. Discipline based - refereed, Published, 09/01/2017.
  • Arul Mishra & Himanshu Mishra (2012). The Influence of Bite-size on Quantity of Food Consumed: A Field Study. University of Chicago Press. Vol. 791-795, 791-795. Discipline based - refereed, Published, 02/15/2012.
  • Scammon, Debra L & Debra L, Dan A. Fuller, Ekaterina V. Karniouchina (2011). Chapter 5: Sport-related subculture as a useful basis of market segmentation: Insights for ski area managers. (pp. 103-143). Taylor and Francis Group, LLC. Published, 06/01/2011.