Headshot of Raika Sadeghein

Raika Sadeghein

Assistant Professor of Marketing
  • Profile

    Raika Sadeghein is an Assistant Professor of Marketing the University of Richmond's Robins School of Business. She received a Ph.D. in Marketing from West Virginia University in 2019. Her primary research interests focus on consumer vulnerability and well-being, particularly in the context of financial decision making. She also examines customer deviance and the role of emotions in consumer decision making. Raika’s research has been published in the Journal of Public Policy & Marketing, Psychology & Marketing, and Journal of Services Marketing.

    Expand All
    • Grants and Fellowships

      AMA Marketing & Public Policy Doctoral Research Workshop Fellow (competitive applicant process), 2016, 2018, 2022

      Academy of Marketing Science Doctoral Consortium Fellow, San Diego, CA, 2017

      Robert Mittelstaedt Marketing Doctoral Symposium Fellow, 2016 and 2017

      Society for Marketing Advances Doctoral Consortium Fellow, Atlanta, GA, 2016

      United Bankshares Fellowship in B&E, 2014

    • Awards

      Outstanding Teaching Award, Robins School of Business, University of Richmond, 2026

      James R. Brown Outstanding Ph.D. Student Research Award, John Chambers College of Business and Economics, West Virginia University, 2018

    • Presentations

      1. Monika Kukar-Kinney, Raika Sadeghein, and Annie Mead (2025), “The effect of financial literacy and use of different payment methods on compulsive buying among young adults,” 2025 Marketing & Public Policy Conference, Washington, DC.
      2. Raika Sadeghein, Paula Fitzgerald, and Stephen He (2024), “Guarding Against Deception: Managing Customer-Generated Fake Reviews,” 2024Marketing & Public Policy Conference, Washington, DC.
      3. Monika Kukar-Kinney, Raika Sadeghein, and Annie Mead (2024), “The effect of financial literacy and use of different payment methods on compulsive buying among young adults,” 2024 Academy of Marketing Science Conference, Coral Gables, FL.
      4. Raika Sadeghein, Paula Fitzgerald, and Stephen He (2021), “How Do Online Customer Reviews Impact Online Purchases? The Role of Online Review Examination as a Guilt/Shame Reduction Strategy,” 2021 Academy of Marketing Science Virtual Conference.
      5. Raika Sadeghein, Paula Fitzgerald, and Stephen He(2020), “Behavioral Norms in Consumers’ World of Power: When and Why Shame and Guilt Increase Ethical Behavior,” 2020 AMA Winter Academic Conference Proceedings, San Diego, CA, pages CPB 20-21.
      6. Maja Golf Papez, Josephine Go-Jefferies, Valery Bezancon, Ana Babic Rosario, Raika Sadeghein, Anjala Krishen, Ekant Veer, Joachim Scholz (2019), “Exploring E-TCR,” 2019 Transformative Consumer Research Conference, Tallahassee, FL. 
      7. Raika Sadeghein(2019), “Behavioral Norms in Consumers’ World of Power: When and Why Shame and Guilt Increase Ethical Behavior,” 2019 Mittelstaedt Doctoral Symposium, Lincoln, NE. 
      8. Cook, Laurel Aynne, Raika Sadeghein(2017), “The Effects of Perceived Scarcity on Financial Decision-Making,” 2017 Mittelstaedt Doctoral Symposium, Lincoln, NE, pages 267-8.
      9. Raika Sadeghein, Mostafa Hashemi (2016), “Assessing the Role of Technology Readiness and Technological Attributes on Technology Usage”, 2016AMA Summer Marketing Educators’ Conference Proceedings, Atlanta, GA, pages F-5-6.
      10. Cook, Laurel Aynne, Raika Sadeghein(2016), “The Effects of Perceived Scarcity on Financial Decision-Making,” 2016 Marketing & Public Policy Conference Proceedings, San Luis Obispo, CA, pages 66-7.
      11. Brown, James and Raika Sadeghein(2016), “The Impact of Weather on Retail Structure: An Exploration in the Restaurant Industry”, 2016 AMA Winter Marketing Educators’ Conference Proceedings, Las Vegas, NV, Volume 27, pages K40-K41.
      12. Raika Sadeghein, Paula Fitzgerald, Laurel A. Cook (2016), “Working for “The Man” Without Pay: An Initial Investigation of Consumer Perceptions of Effort”, 2016 AMA Winter Marketing Educators’ Conference Proceedings, Las Vegas, NV, Volume 27, pages K13-K14.
      13. Cook, Laurel Aynne, Raika Sadeghein, and Kyle Fitzgerald (2015), “Payday Loans and the Perfect Storm of Triple Scarcity,” 2015 Marketing & Public Policy Conference Proceedings, Washington D.C., Volume 25, pages 80-1.

  • Publications
    Journal Articles
    1. Raika Sadeghein, M. Paula Fitzgerald, and Stephen He (2025) “That’s Not What Happened: Dealing with Consumer-Generated Fake Reviews,” Psychology & Marketing, 42 (8), 2166-2185.
    2. Laurel Aynne Cook, M. Paula Fitzgerald, and Raika Sadeghein (2022) “Consumer Effort in Service Encounters: The Overlooked Impact of Surface Acting,” Journal of Services Marketing, 36 (2), 297-309.
    3. Laurel Aynne Cook and Raika Sadeghein (2018), “The Effects of Perceived Scarcity on Financial Decision-Making,” Journal of Public Policy & Marketing, 37(1), 68-87.