University of ArizonaNorton School of Family and Consumer Sciences

Anita D. Bhappu, Ph.D.

Associate Professor
Honors Professor & Co-Director of CESI - Consumers, Environment & Sustainability Initiative
Retailing and Consumer Sciences
650 N Park Ave
Tucson, Arizona 85721-0078
(520) 621-5948

As a consumer scientist and management scholar, Dr. Bhappu is an expert on digital retailing and service delivery, as well as workplace diversity. She has been studying Millennial engagement in collaborative consumption for the past several years as Co-Director of the Consumers, Environment and Sustainability Initiative (CESI). She recently founded Sharing Tribes LLC to develop and market an employee sustainability program for the Millennial workplace. She was previously on the faculty at Southern Methodist University and Georgetown University. Prior to her academic career, she worked as a product development engineer for Procter and Gamble.

Areas of expertise: 

Digital Retailing

Service Delivery

Workplace Diversity


Research Focus: 

It was my work experience at Procter & Gamble managing a global development project 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 mobile retailing. My current research on collaborative consumption in the workplace stems from discussions about the sharing economy with my Millennial students. I am especially interested in opportunities to consult and collaborate with industry partners on research projects, which I find to be a very rewarding experience.

Current Projects: 
  • Collaborative consumption and employee engagement

  • Digital coupons and mobile retailing

  • Perceived similarity and demographic diversity

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

  • Introduction to Retailing (RCSC 214)

  • Consumer Behavior (RCSC 340)

  • Senior Capstone — Retail Consulting & Entrepreneurship (RCSC 498)

Select Publications: 

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

(In press) Negotiating through darkness: A reflection. Tan Pan: The Chinese-English Journal on Negotiation.

(2014) Digitizing the store – The new wave of online and offline convergence. Industry executive report published by National Retail Federation.

(2013) Who are digital divas and why should retailers care? Industry executive report published by Demandware.

(2013) Redefining beauty: Negotiating between consumerism and conservation of natural environments. Hamline Journal of Public Law & Policy.

(2013) 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.

(2010) Diversity’s harvest: Interactions of diversity sources and communication technologies on creative group performance. Organizational Behavior and Human Decision Processes.

(2009) Online communication technology and relational development. In Christopher Honeyman, James Coben, Guiseppe de Paulo (Eds.), Rethinking Negotiation Teaching: Innovations for Context and Culture.

(2009) 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.

(2008) When and how do differences matter? An exploration of perceived similarity in teams. Organizational Behavior and Human Decision Processes.

(2006) The role of relational and operational performance in B2B customers’ adoption of self-service technology. Journal of Service Research.

(2006) 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) Potential effects of using email to negotiate. In Andrea Schneider and Christopher Honeyman (Eds.), The Negotiator’s Handbook.

(2005) Incorporating self-serve technology into co-production designs. International Journal of E-Collaboration.

(2004) 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.

(2001) 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.

(2000) Features of service relationships and encounters. Work and Occupations.

(2000) The Japanese family: An institutional logic for Japanese corporate networks and Japanese management. Academy of Management Review.

(1999) Distinguishing between service relationships and service encounters. Journal of Applied Psychology.

(1997) Media effects and communication bias in diverse groups. Organizational Behavior and Human Decision Processes.

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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