University of ArizonaNorton School of Family and Consumer Sciences

Anita D. Bhappu, Ph.D.

Associate Professor
Program Chair & Honors Professor
Retailing and Consumer Sciences
650 N Park Ave
Tucson, Arizona 85721-0078
(520) 621-5948

I am personally committed to forwarding world peace through cultural understanding and community development. As a child growing up in Karachi, Pakistan, I was always aware of my social status as a minority because people often made judgmental comments about my religious heritage, especially the fact that my parents practiced different faiths (Catholic and Zoroastrian). When I immigrated as a teenager with my family to Tucson, AZ, people were generally curious about my cultural background (Hispanic and Asian). I struggled, however, to answer their common question, “Where are you from?” because my identity was in transition. Later in university, it was my gender that became socially salient because people often questioned my STEM interests and pursuit of an engineering career. Today, I am both comfortable and confident just being me. Although I am still aware of how people categorize and judge me, I have my own unique sense of self that enables me to explore and embrace the glorious diversity of our world.


Areas of expertise: 

Digital Retailing

Service Delivery

Organizational Diversity

Work Team Effectiveness

Research Focus: 

It was my work experience at Procter & Gamble as a product development engineer that led me to pursue graduate studies in organizational behavior and inspired my initial research on enhancing the impact of diversity in teams. My research on customer interactions and service delivery blossomed during a survey methods course in graduate school and has led to more recent studies of digital coupons and retailing. My current interest in collaborative consumption and related entrepreneurial venture stems from discussions about the sharing economy with Millennial students in my Consumers, Environment and Sustainable Consumption class. I am especially energized by the opportunity to work with industry on research, which I find to be a very rewarding experience.

Current Projects: 
  • Collaborative consumption and employee engagement

  • Digital coupons and retailing

  • Perceived similarity in organizations

Subjects Taught: 
  • Consumers, Environment & Sustainable Consumption (RCSC 150 B1)

  • Introduction to Retailing (RCSC 214)

  • Consumer Behavior (RCSC 340)

  • Senior Capstone — Retail Consulting (RCSC 498)

Select Publications: 

Please contact Dr. Bhappu if you are unable to locate one of the publications listed below:

Bhappu, Anita D., Wong, Mike & Liao, Eko.  Negotiating through darkness: A reflection. Tan Pan: The Chinese-English Journal on Negotiation, in press.

Garf, Rob, Litchford, Tom & Bhappu, Anita D. (January, 2014) Digitizing the store – The new wave of online and offline convergence. Executive report published by Demandware, National Retail Federation, and Terry J. Lundgren Center for Retailing.

Bhappu, Anita D., Garf, Rob, & Lawry, Charles A. (January, 2013) Who are digital divas and why should retailers care? Executive report published by Demandware and Terry J. Lundgren Center for Retailing.

Lawry, Charles A., Kaufman, Sanda & Bhappu, Anita D. Redefining beauty: Negotiating between consumerism and conservation of natural environments. Hamline Journal of Public Law & Policy, 2013.

Lawry, Charles A., Kaufman, Sanda & Bhappu, Anita D. Redefining beauty: Negotiating between consumerism and conservation of natural environments. Reprinted in Christopher Honeyman, James Coben, Andrew Wei-Min Lee (Eds.), Rethinking Negotiation Teaching: Educating Negotiators for a Connected World, 2013.

Giambatista, Robert C. & Bhappu, Anita D. Diversity’s harvest: Interactions of diversity sources and communication technologies on creative group performance. Organizational Behavior and Human Decision Processes, March 2010.

Bhappu, Anita D., Ebner, Noam, Kaufman, Sanda & Welsh, Nancy. Online communication technology and relational development. In Christopher Honeyman, James Coben, Guiseppe de Paulo (Eds.), Rethinking Negotiation Teaching: Innovations for Context and Culture, 2009.

Ebner, Noam, Bhappu, Anita D., Brown, Jennifer G., Kovach, Kimberlee K. & Schneider, Andrea K. You’ve got agreement: Negoti@ting via email. In Christopher Honeyman, James Coben, Guiseppe de Paulo (Eds.), Rethinking Negotiation Teaching: Innovations for Context and Culture, 2009.

Zellmer-Bruhn, Mary E., Maloney, Mary M., Bhappu, Anita D., & Salvador, Rommel. When and how do differences matter? An exploration of perceived similarity in teams. Organizational Behavior and Human Decision Processes, September 2008.

Bhappu, Anita D. & Schultze, Ulrike. The role of relational and operational performance in B2B customers’ adoption of self-service technology. Journal of Service Research, May 2006.

Schultze, Ulrike & Bhappu, Anita D. Internet-based customer collaboration: Dyadic and community modes of co-production. In Ned Kock (Ed.), E-Collaboration in Modern Organizations: Initiating and Managing Distributed Projects, 2006.

Bhappu, Anita D. & Barsness, Zoe I. Potential effects of using email to negotiate. In Andrea Schneider and Christopher Honeyman (Eds.), The Negotiator’s Handbook, 2006.

Schultze, Ulrike & Bhappu, Anita D. Incorporating self-serve technology into co-production designs. International Journal of E-Collaboration, October 2005.

Barsness, Zoe I. & Bhappu, Anita D. At the crossroads of technology and culture: Social influence, information sharing, and sense-making processes during negotiations. In Michele Gelfand and Jeanne Brett (Eds.), The Handbook of Negotiation and Culture, 2004.

Bhappu, Anita D., Zellmer-Bruhn, Mary, & Anand, Vikas. The effects of demographic diversity and virtual work environments on knowledge processing in teams. In Michael Beyerlein, Douglas Johnson, and Susan Beyerlein (Eds.), Advances in the Interdisciplinary Study of Work Teams: Virtual Teams, volume 8, 2001.

Gutek, Barbara A., Cherry, Bennett, Bhappu, Anita D., Schneider, Sherry, & Woolf, Loren. Features of service relationships and encounters. Work and Occupations, August 2000.

Bhappu, Anita D. The Japanese family: An institutional logic for Japanese corporate networks and Japanese management. Academy of Management Review, April 2000.

Gutek, Barbara A., Bhappu, Anita D., Liao-Troth, Matthew A., & Cherry, Bennett. Distinguishing between service relationships and service encounters. Journal of Applied Psychology, April 1999.

Bhappu, Anita D., Griffith, Terri L., & Northcraft, Gregory B. Media effects and communication bias in diverse groups. Organizational Behavior and Human Decision Processes, June 1997.

Tel: Main Office 520.621.1075 Norton School Student Services 520.621.1295
Mailing Address: 650 N. Park Ave Tucson, Arizona 85721-0078 (Map to McClelland Park)
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