Shabnam Azimi

Title/s:  Assistant Professor

Office #:  Schreiber 326

Phone: 312.915.7525

Email: sazimi@luc.edu


Dr. Shabnam Azimi is an assistant professor of marketing in the Quinlan School of Business. She teaches undergraduate and graduate courses in digital marketing and digital marketing analytics. Shabnam's research explores the impact of online information and individual characteristics on consumer judgment and decision-making within the dynamic marketplace. Her research delves into perplexing scenarios, ranging from procrastination to the prevalence of fraudulent online consumer reviews with the purpose of unraveling inherent misconceptions, biases, and vulnerabilities that consumers may encounter.


  • PhD, University of Massachusetts, Amherst
  • MS, Marketing and Electronic Commerce, Lulea University of Technology, Sweden

Professional Employment

  Editorial Review Board 

  • Journal of Consumer Marketing (2022- present)
  • Journal of Business Research (2023 – present)
  • Journal of Consumer Behaviour (2023 – present) 


  • American Marketing Association
  • Academy of Marketing Science

Research Interests

  • Judgment & Decision-Making
  • Individual Differences
  • Procrastination
  • Online Reviews
  • Valence Asymmetry

Courses Taught

  • Digital Marketing
  • Digital Marketing Analytics
  • Research Methods in Marketing
  • Principles of Marketing


  • Marketing Professor of the Year Award- Student Choice, Northeastern Illinois University (2015)
  • Best Research Paper Award, Direct/Interactive Marketing Research Summit by Marketing Edge (2013)
  • Outstanding Doctoral Student Researcher Award, University of Massachusetts Amherst- Isenberg School of Management (2011)

Selected Publications

Azimi, S. & Ansari, S. (forthcoming). I Don’t Like It but I Use It: How Online Physician Reviews Affect Readers’ Trust. Journal of Consumer Marketing.

Azimi, S. & Andonova, Y. (2023). Did You Find This Review Helpful? Marketing Intelligence and Planning. 41 (3), 329-343.

Azimi, S., Chan, K., & Krasnikov, A. (2022). How Fakes Make It Through: The Role of Review Features Versus Consumer Characteristics. Journal of Consumer Marketing. 39 (5), 523-537.

Azimi, S., Andonova, Y., & Schewe, C. (2021). Closer Together or Further Apart? Values Of Hero Generations Y and Z During Crisis. Young Consumers. 23 (2), 179-196.

Azimi, S., Milne, G. R., & Miller, E. G. (2020). Why Do Consumers Procrastinate and What Happens Next? Journal of Consumer Marketing. 37 (7), 795-805.

Azimi, S., Yunlu, D., & Shapiro, J. (2020). Creative Procrastinators: Mapping a Complex Terrain. Personality and Individual Differences. 154 (February).

Tokic, S. & Azimi, S. (2019). The Bearing of User Innovation on the Patent System and Product Liability Laws: Is User Innovation Overrated and Under-Examined? Federal Circuit Bar Journal. 29 (1), 121-165.

Azimi, S., Chan, K., & Pillai, D. (2016). Internationalization Factors and Years of Firms Export Performance: Does It Matter When a Born Global Was Born? Journal of International Marketing and Exporting. 20 (1), 1-14.

Azimi, S., Milne, G. R., & Miller, E. G. (2016).  Procrastinators' Online Experience and Purchase Behavior.   Journal of the Academy of Marketing Science. 44 (5), 568-585.

Pillai, D., Balasubramanian, S. K., & Azimi, S. (2014).  The Effect of Individual Level Variables on the Effectiveness of Brand Placements.   Innovative Marketing, 10 (4), 28-37.

Azimi, S., Diamond, W., & Chan, K. (2011).  Does Ad-Context Congruity Help Surfers and Information Seekers Remember Ads in Cluttered E-magazines?   Journal of Advertising. 40 (4), 67-84.