Faculty Profile for Dr. Sarah Elise Mittal

profile photo for Dr. Sarah Elise Mittal
Dr. Sarah Elise Mittal
Lecturer — Department of Marketing
MCOY 424
phone: (512) 245-7428

Biography Section

Teaching Interests

Consumer Behavior, Entrepreneurial Marketing, Advertising and Promotions, Principles of Marketing, Sales Management, Social Media and Marketing, E-Marketing, and Marketing Strategy

Research Interests

Experiential Consumption, Materialism, Loneliness, Consumer Happiness, Purchase Satisfaction, Conspicuous Consumption, Frugality, Risk Seeking, Maximizers

My research interests fall into two categories. First, I want to expand current research on the differences between experiential (e.g. vacation) and material purchases (e.g. new car). What makes them different? For whom are experiential purchases the most beneficial? Why do some consumers seem to reject the experiential recommendation (that experiences make us happier in the long-run) and continually choose to spend their disposable income on material purchases? Second, I examine consumer decision-making patterns that are sub-optimal, particularly in the sense of failing to maximize the consumer’s happiness and financial well-being. This often overlaps with my other interest, as overvaluation of material purchases is one type of consumption pattern that systematically leads to “sub-optimal” happiness. How can we encourage experiential consumption? What choices lead to the most long-term happiness or best financial outcomes? Who gets the most out of experiential purchases?

Selected Scholarly/Creative Work

  • Mittal, S. E., Kapitan, S., & Silvera, D. (2019). Go-big or go-home: Risk seeking for experiential choices. Journal of Consumer Behaviour, 18(2), 97–108. https://doi.org/10.1002/cb.1750
  • Mittal, S. E., & Sundie, J. (2017). Not Worth the Risk? Applying Life History Theory to Understand Rejection of the Experiential Recommendation. Journal of Marketing Management, 33(11–12), 1003–1034. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/0267257X.2017.1301534?journalCode=rjmm20
  • Mittal, S. E., & Silvera, D. (2017). Never Truly Alone, We Always Have Our Purchases: Loneliness and Sex as Predictors of Purchase Attachment. Journal of Consumer Behaviour, October. https://doi.org/https://doi.org/10.1002/cb.1686
  • Mittal, S. E., & Silvera, D. H. (n.d.). Makeup or Mask: Makeup’s Effect on Salesperson Trustworthiness. Journal of Consumer Marketing.
  • Mittal, S. E. (2019). The Tyranny of Tests: Doing Away with Tests without Selling Your Soul to Grading Hell. Marketing Education Review, 29(2), 136–141. https://doi.org/https://doi.org/10.1080/10528008.2019.1610330

Selected Awards

  • Award / Honor Recipient: Engaging Educator Award, Texas Wesleyan. April 2017
  • Award / Honor Recipient: Faculty Scholar Award, Texas Wesleyan University. April 2016
  • Award / Honor Recipient: John Maddux Teaching Award, selected by students. April 2016
  • Award / Honor Recipient: Best Doctoral Student Paper in the Innovative Teaching Track, Southern Management Association Annual Meeting. October 2015
  • Award / Honor Recipient: First place, uSamp Outstanding Teacher-Scholar Doctoral Student Competition. September 2014

Selected Grants

  • Mittal, Sarah Elise. McCoy Faculty Development Funds, McCoy College of Business, $2348. (Funded: November 2019 - February 2020). Grant.

Selected Service Activities

Faculty Co-Sponsor
Reviewer / Referee
Journal of Consumer Behaviour
Reviewer / Referee
Australasian Marketing Journal
Society for Consumer Psychology Conference
Reviewer / Referee
North American Association of Consumer Research Conference