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Sharaya M. Jones

Marketing PhD Candidate


I am a Marketing PhD Candidate at the University of Colorado Boulder.

My research focuses on questions about how consumer perceptions shape consumer responses. I pursue two streams of research. In one stream, I investigate the perceptions of congruity in the marketplace and how congruity influences consumer responses such as donation behavior, new product appeal, and purchase intentions. In the second stream, I study how consumers experience and make decisions for shared consumption, which are both heavily influenced by perceptions of group members’ preferences, as well as perceptions of one’s ability to impact others’ shared consumption experiences. 


I have an R&R at Marketing Science, a paper under review at the Journal of Marketing, and a paper under review at the Journal of Product Innovation Management.

Prior to joining the doctoral program at CU, I obtained my B.Com at the University of Toronto, Rotman School of Management and worked as a marketing manager for a medium-sized Toronto-based SaaS company.

I live in Denver, CO.


Select Research Topics

Shared Consumption

People often consume experiences in groups. We join book clubs, attend music festivals, watch movies, and order pizza together. Despite that consumers often choose to share such experiences in groups, marketers and marketing researchers tend to focus on the individual consumer and neglect how groups may alter decisions. I explore how and why consumers make choices for shared consumption, the factors that influence these choices, and the consequences.

Idea Generation

Idea generation is an exercise in combination. Every product or service is made up of a combination of different elements (elements consist of features, attributes, analogies, or core components). While a lot of researchers and practitioners tout combinations that are novel, others assert that familiar combinations are best. Well, which is it? Looking at combinations of different kinds and different levels of complexity, Laura J. Kornish and I seek to answer this question.

Charitable Giving

When disaster strikes, consumers often lend a helping hand by making charitable donations. Although charities prefer cash donations and can efficiently manage them, consumers often give material goods, such as blankets for hurricane victims and food for the hungry. Lawrence E. Williams and I propose that consumers believe that material donations are more readily seen as candidate solutions to the problems consumers wish to address via donating. In other words, material donations better fit the schemas consumers hold about the causes they wish to help. 


Contact Me

419 UCB - 995 Regent Drive

Office 497

Boulder, CO


Tel: 720-240-7693

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