About me
I am a consumer researcher with a background in cognitive science and psycholinguistics.
Academic Bio:
Zachary Estes (PhD in Psychology, Princeton University) is Professor of Marketing, Director of Research for the Faculty of Management, and Co-Director of the Behavioural Research Lab at Bayes Business School, City University of London. He has served on the editorial boards of several journals in both psychology and marketing, including as Associate Editor of the Journal of Consumer Research (currently), the Journal of Consumer Psychology (currently), and Cognitive Science (previously). He has won multiple research grants, and his research has won several international awards. His research is at the interface of cognition, emotion, and consumer behavior, investigating how consumers’ thoughts and feelings affect their decisions and experiences. His research has been published in psychology and marketing journals including Cognitive Psychology, Emotion, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Experimental Psychology-General, Journal of Marketing, and Psychological Science, and has been reported in popular media including BBC Radio, Scientific American, New Scientist, Harvard Business Review, and NewsWeek.
Expertise
Research Grants
2022-2023
Solicitors Regulation Authority: £231K full economic cost
Co-Principal Investigator
Improving vulnerable consumers' access to legal services (with Prof Irene Scopelliti)
2010-2011
Economic and Social Research Council: £100K full economic cost
Co-Principal Investigator
Lexical integration: Properties, predictors, and consequences of a core language skill (with Dr Lara L Jones)
Research Awards
2025: Award for Innovation in Marketing Communications Research
Awarded by the American Marketing Association, Marketing Communications group, for Hodges, B., Estes, Z., & Warren, C. (2024). Journal of Consumer Research.
2024: Award for Best Paper in Retailing
Awarded by the American Marketing Association, Retail & Pricing group, for Estes, Z., & Streicher, M. C. (2022). Journal of Marketing.
2023: Award for Best Paper in Retailing
Awarded by the American Marketing Association, Retail & Pricing group, for Streicher, M. C., Estes, Z., & Büttner, O. (2021). Journal of Consumer Research.
Research Roles and Service
Administration
- 2024-current: Director of Research, Faculty of Management, Bayes Business School
- 2020-current: Co-Director, The L@B (Laboratory at Bayes)
- 2022-2024: Director of the PhD in Management, Bayes Business School
- 2019-2020: Coordinator of the Marketing track of the PhD in Management, Bocconi University
Editing
- 2025-current: Associate Editor, Journal of Consumer Research
- 2021-current: Associate Editor, Journal of Consumer Psychology
- 2012-2015: Associate Editor, Cognitive Science
- 2008-2013: Associate Editor, Proceedings of the Cognitive Science Society
Conferences
- 2022-2024: Co-Founder and School Representative, Northern European Consumer Research Symposium
- 2017-2022: Co-Chair, Consumer Behavior track, European Marketing Academy Conference (EMAC)
Mentoring
- 2026-current: Co-Chair, EMAC Doctoral Colloquium, consumer behavior, beginner track
- 2022-2023: Visiting Professor (Senior Research Mentor), Vrije Universiteit (VU) - Amsterdam
- 2023: Faculty Fellow, AMA-Sheth Doctoral Consortium
- 2023-current: PhD, Early Career, and Mid-Career Mentor, various conferences (ACR, AMA, EMAC)
