Texas Tech University

Shannon B. Rinaldo, Ph.D.

Associate Professor
Marketing and Supply Chain Management

Email: shannon.rinaldo@ttu.edu

Phone: 806.834.1825

Office Hours: By appointment

Room Number: W336

Education: Ph.D., University of Kentucky (2008)

Area of Expertise: Consumer Behavior, Experimental Design, Neuromarketing, Psychophysiology

Website:marketing.ba.ttu.edu/panil/ | Current CV


Shannon B. Rinaldo

About Shannon

Shannon B. Rinaldo is an Associate Professor of Marketing at the Rawls College of Business. Dr. Rinaldo joined the Area of Marketing in the Fall of 2008 after earning a Ph.D. in Business Administration from the University of Kentucky. Both her MBA and undergraduate degree in psychology are also from the University of Kentucky.

Dr. Rinaldo's research centers on sensory and perceptual processes in the marketplace, biological psychology theory for understanding consumers, and neuroimaging research methods. Her research has been published in a variety of academic journals and presented various international conferences.

Currently, Dr. Rinaldo teaches Consumer Behavior at the undergraduate level and directs graduate and undergraduate students in research through the Physiological and Neurological Imaging Laboratory (PANIL). When not researching or preparing for class, she enjoys spending time with her husband and son.


  • Fox, Gavin, Shannon B. Rinaldo, and Kirk St. Amant, (2015) “The Effects of Rhetorical Figures and Cognitive Load in Word of Mouth Communications.” Psychology & Marketing,vol. 32(10).
  • Craig, Curtis*, Randy W. Overbeek*, Miles Condon*, and Shannon B. Rinaldo, (2015) “A Relationship Between Temperature and Aggression in Football Penalties,” Journal of Sport and Health Sciences.
  • Rinaldo, Shannon, Donna F. Davis, and Joshua Borunda**, (2015) “Marketing Service Learning: Delivering Value to Community Partners,” Journal of Community Engagement and Scholarship, vol. 8(1).
  • Rinaldo, Shannon B., Dale F. Duhan, Brent C. Trela, Tim H. Dodd, and Natalia Kolyesnikova, (2014) “Tasting & Evaluating Aroma of Wine: A Peek Inside the ‘Black Box',” Journal of Wine Business Research, vol. 26(3).
  • Fox, Gavin L. and Shannon B. Rinaldo, “A Rhetorical Perspective on Quelling Negative Word of Mouth,” (2014),Journal of Marketing Development and Competitiveness, vol. 8(1).
  • Rinaldo, Shannon B., Debra A. Laverie, Suzanne Tapp, and William F. Humphrey, Jr.* (2013) “The Benefits of Social Media in Marketing Education: Evaluating Twitter as a Form of Cognitive Flexibility Hypertext.” Journal for the Advancement of Marketing Education, vol. 21(1).
  • Rinaldo, Shannon B., (2012) “Information Access, Consumer Independence, and Free Matter for the Blind.” Journal of Blindness Innovation and Research, vol. 2 (1).
  • Rinaldo, Shannon B. (2012), “Consumer Independence, Vulnerability, and Public Policy.” Journal of Consumer Affairs, vol. 46 (1).
  • Hunt, Shelby D. and Shannon B. Rinaldo (2011), “Legends in Marketing: A Review of Shelby D. Hunt's Volumes,” In Naresh K. Malhotra (Ed.) Review of Marketing Research, M.E. Sharpe: Armonk, New York.
  • Rinaldo, Shannon, Debra Laverie, and Suzanne Tapp (2011), “Learning By Tweeting: Using Twitter as a Pedagogical Tool.” Journal of Marketing Education, vol. 33 (2), 193-203.
  • Rinaldo, Shannon B. and Terry L. Childers (2010), "Haptic Product Information and Consumers' Recall of Haptic Imagery Information." Advances in Consumer Research Vol. 37, 646-648.
  • Crosno, Jody, Shannon B. Rinaldo, Hulda Grin Black, and Scott Kelley (2009). “Half Full or Half Empty: The Role of Optimism in Boundary Spanning Positions,” Journal of Service Research, 11, 3, 295.
  • Carswell, C. Melody, Shannon B. Rinaldo, and Eric Stephens (2005). “Representative Sampling of Users? To The Contrary,” Ergonomics in Design, 13, 1, 25.

Awards and Honors

Teaching Related Awards:

  • 2015 Jerry S. Rawls College of Business Administration Integrated Scholar of the Year
  • 2014 Jerry S. Rawls College of Business Administration Teaching Excellence Award
  • 2012 Academy of Marketing Science “Outstanding Marketing Teacher Award,” May, 2012, New Orleans, LA
  • Recognition as 2014 Outstanding Professor by the Mortar Board Honor Society at the 8th Annual Apple Polishing Event
  • 2012 “Favorite Professor” Recognition by the Texas Tech Men's Tennis Team
  • 2011 President's Excellence in Teaching Award, Texas Tech University
  • the 2011 Faculty Spotlight Award by the Texas Tech Teaching, Learning, and Technology Center
  • 2011 & 2012 “Most Outstanding Professor of Marketing” awarded by members of the Delta Sigma Pi Business Fraternity
  • 2011 “Guest Coach for the Day” for Men's Tennis at Texas Tech University, invited by graduating senior David Gonzalez
  • TLTC Service Learning Faculty Fellow 2010-2011
  • Recognition as 2009 Outstanding Professor by the Mortar Board Honor Society at the 3rd Annual Apple Polishing Event

Research & Grant Related Awards:

  • Best Paper in Track, 2002 AMA Summer Educators' Conference, San Diego, CA
  • Marketplace Business Simulation (ILS, Inc.) Research Gift January 2014
  • Excellence in College of Business Research Grant August 2010
  • Rawls College of Business Research Grant Spring 2010
  • Rawls College of Business Research Grant Fall 2008