Stewart Shapiro

Professor of Marketing

Department: Business Administration
Campus Address: 237 Alfred Lerner Hall
Newark, DE 19716
Phone: 302-831-2516


Stewart Shapiro, Professor of Business Administration; Chairperson, received a B.S.B.A. and M.B.A. in marketing at the University of Delaware, and a Ph.D. in marketing at the University of Arizona. Professor Shapiro is currently the Chairperson within the Department of Business Administration. Prior to starting his academic career in marketing, Professor Shapiro was a marketing research consultant for the scuba diving industry.

His primary research interests examine how consumer judgments are impacted by market information that is not consciously detected, or is consciously detected, but not consciously remembered. As a secondary research interest, Professor Shapiro examines methods for reducing substance abuse among youth and young adults. 


  • Ph.D. - University of Arizona, Major: Marketing, Minor: Psychology, 1993
  • MBA - University of Delaware, Major: Marketing, 1987
  • BSBA - University of Delaware, Major: Marketing, Minor: Philosophy, 1985
  • Curriculum Vitae


Shapiro, Stewart and Jesper Nielsen (2013), “What the Blind Eye Sees: Incidental Change Detection as a Source of Perceptual Fluency,” Journal of Consumer Research, 39 (April), 1202-1218. 

Nielsen, Jesper, Stewart Shapiro, and Charlotte H. Mason (2010), “Emotionality and Semantic Onsets: Exploring Orienting Attention Responses in Advertising,” Journal of Marketing Research, 47 (December), 1138-1150.

Nielsen, Jesper and Stewart Shapiro (2009), “Coping with Fear through Suppression and Avoidance of Threatening Information,” Journal of Experimental Psychology: Applied, 15 (3), 258-274.

Freeman, Dan, Stewart Shapiro, and Merrie Brucks (2009), “Memory Issues in Social Marketing Messages about Behavior Enactment versus Non-enactment,” Journal of Consumer Psychology, 19 (4), 629-642.

Shapiro, Stewart, Charles Lindsey and Shanker Krishnan (2006), “Intentional Forgetting as a Facilitator for Recalling New Product Attributes,” Journal of Experimental Psychology: Applied, 12 (4), 251-263.

Shapiro, Stewart and Mark T. Spence (2002), “Factors Affecting Encoding, Retrieval, and Alignment of Sensory Attributes in a Memory-Based Brand Choice Task,” Journal of Consumer Research, 28, (March), 603-617.

Shapiro, Stewart (1999), "When an Ad’s Influence is Beyond Our Conscious Control: Perceptual and Conceptual Fluency Effects Caused By Incidental Ad Exposure," Journal of Consumer Research, 26 (June), 16-36.

Shapiro, Stewart and Shankar Krishnan (1999), “Consumer Memory for Intentions: A Prospective Memory Perspective,” Journal of Experimental Psychology: Applied, 2 (June), 169-189.

Krishnan, Shanker and Stewart Shapiro (1999), "Prospective and Retrospective Memory for Intentions: A Two-Component Approach," Journal of Consumer Psychology, 8 (2),141-166.

Shapiro, Stewart, Deborah J. MacInnis, and Susan E. Heckler (1997), "The Effects of Incidental Ad Exposure on the Formation of Consideration Sets", Journal of Consumer Research, 24 (June), 94-104. 

Krishnan, Shanker and Stewart Shapiro (1996), "Comparing Implicit and Explicit Memory for Brand Names From Advertisements," Journal of Experimental Psychology: Applied, 2 (June), 147-163.

Awards & Honors

  • Department of Business Administration Outstanding Service Award, 2012
  • Alfred Lerner College of Business & Economics Outstanding Scholar Award, 2011
  • AMA Doctoral Consortium Fellow, 1992.


BUAD473 – Buyer Behavior

BUAD887 – Buyer Behavior

The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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