Tuck COVID-19 Information and Campus Updates

Faculty Directory

Eesha Sharma

Associate Professor of Business Administration





Personal Website



PhD, New York University, 2013; MPhil, New York University, 2012

Areas of Expertise

Marketing, consumer behavior, judgment and decision-making, subjective well-being and deprivation


Consumer Insights; Introduction to Marketing 


Eesha Sharma is Associate Professor of Business Administration at the Tuck School of Business. Professor Sharma’s research revolves around consumer financial wellbeing, and how psychology and marketing can be used to understand and improve it. She is particularly interested in how people react to perceived scarcity, poverty, and deprivation—both in their own lives and in the lives of others. Using a combination of behavioral experiments and field studies, she examines topics such as: how people behave when they feel poor, why people give to charity, and what factors may improve and/or worsen consumer financial decision making. Her work has been published in top journals including Journal of Consumer Research, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, and Journal of Experimental Psychology: Applied. She teaches two graduate-level courses: the MBA Consumer Behavior elective at the Tuck School of Business, and the MEM core Marketing course at the Thayer School of Engineering.

Current Research Topics

  • Theoretical: consumer behavior, financial deprivation, scarcity, subjective wealth and well-being
  • Substantive: consumer financial decision making, charitable giving

Professional Activities

Academic Positions

  • Associate Professor of Business Administration, Tuck School of Business, 2017–present
  • Paul E. Raether T'73 Faculty Fellow, Tuck School, 2017–present
  • Assistant Professor of Business Administration, Tuck School, 2013–17

Editorial Review Board - Journal of Consumer Research

Ad hoc Reviewer

  • European Journal of Marketing
  • International Journal of Marketing
  • Journal of Consumer Psychology
  • Journal of Consumer Research
  • Journal of Economic Psychology
  • Journal of Experimental Social Psychology
  • Journal of Marketing
  • Journal of Marketing Research
  • Journal of the Association for Consumer Research
  • Marketing Letters
  • National Science Foundation


  • 2019 Marketing Science Institute (MSI) Young Scholar
  • "Best 40 Under 40" Business School Professors, Poets & Quants, 2017
  • Dartmouth Public Voices Fellow, 2017
  • Morrison Junior Visiting Fellow, UCLA Anderson School of Management, 2016
  • Daniel T. Revers T'89 Faculty Fellow, Tuck School of Business at Dartmouth, 2013-14
  • Harold W. MacDowell Award, NYU Stern School of Business, 2013
  • Edwin and  Diane Elton Doctoral Fellowship, NYU Stern School of Business, 2012-13
  • Doctoral Fellowship (Marketing), NYU Stern School of Business, 2008-12
  • AMA-Sheth Consortium Fellow, 2011
  • Letter of Commendation for teaching excellence, NYU Stern School of Business, 2011
  • Alumni Connections Award for cultivating lasting alumni-student relationships at NYU, 2007
  • Beta Gamma Sigma, 2006

Working Papers

  • With R. Hill, “Consumer Vulnerability,” invited for 3rd round resubmission, Journal of Consumer Psychology
  • With S. Tully and C. Cryder, "Psychological Ownership of (Borrowed) Money," under review, Journal of Marketing Research
  • With S. Tully and X. Wang, “Scarcity and Intertemporal Choice,” under review, Science
  • With A. Cheema, K. Kettle, A. Lee, A. Lusardi, A. Shah, M. Thomas, S. Tully, G. Ulkumen, and G. Zauberman, “Financial Situations and Decisions: Perspectives for Research, Practice, and Policy,” under review, Marketing Letters
  • With S. Tully and G. Appel, “Personal Finances and Superheroes,” manuscript in preparation.

Selected Publications