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 $1.4 million student-led Blue Hen Investment Fund, 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.

Lerner College faculty - like Anu Sivaraman, who is among Social Media Marketing Magazine’s “Top 100 Marketing Professors on Twitter” and’s “Top 50 Marketing Professors on Twitter” - are thought leaders who command attention from influential business audiences, economists and policy makers.

All Lerner College departments offer experience-driven learning and emphasize evidence-based analytics methods to enrich the student experience. Here, finance students visit New York City’s financial districts for a first-hand look at markets trading and to meet with UD alumni.

Charles W. Horn, AS75, and wife Patricia, recently made a $3 million commitment to enhance and expand entrepreneurial studies.

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