Shoshana Segal

Biography

Shoshana Segal is an Assistant Professor of Marketing at Mays Business School. Her research explores how risk and uncertainty factors into persuasion in interpersonal consumption experiences. She seeks to understand these processes in the context of modern challenges, such as social media dynamics, policymaking, and prosocial decision-making. For example, how can influencers strategically take social risks to foster connections with their audience– and how do consumers respond to these attempts? Or, how can charitable organizations encourage decision-makers to take risks to achieve greater, potentially world-changing impact? Alongside her core experimental approach, she employs diverse methodologies in her research such as sentiment analysis, field experiments, and secondary data.