Dr. Sarah Mittal earned her Ph.D. from the University of Texas at San Antonio and her Bachelors in marketing from St. Mary's University. Her research area of focus is consumer behavior. Dr. Mittal has published in the Journal of Marketing Management, Journal of Consumer Behaviour, Journal of Consumer Marketing, Marketing Education Review, and the Journal of Management Education. In addition, she has over 30 conference presentations at a variety of conferences in her field. 

"I chose St. Edward's becuase I really love being in the classroom. The small classes allow me to truly connect with students. I especially enjoy connecting the material to events happening out in the "real world"--to help students see how the concepts we discuss in class will be applied in their marketing role."

When I'm not teaching or researching, my hobbies include: boy-mom, dog-mom, reading, travel, foodie  

Academic Appointments

Assistant Professor of Marketing 

Year Started

Publications & Articles


Refereed Journal Articles

Mittal, Sarah, Katherine Warnell, & David H. Silvera (In Press, 2021), "In the World of Plastics: How Thinking Style Influences Preference for Cosmetic Surgery," Accepted at Marketing Letters.

Kapitan, Sommer, Sarah Mittal, Jill M. Sundie, & Daniel Beal, (2021) "What a Great Deal…I Need That! Updating Need Drives Frugal Consumers' Responses to Deep Discounts," accepted at Journal of Business Research, 134, 467-479.

Mittal, Sarah & David H. Silvera, (2021) "It grows on you: Perceptions of sales/service personnel with facial hair," Grant Awarded-Carolan Research Institute, *Journal of Business Research, 132, 604-613.

Mittal, Sarah (2020), "The Full Package: Student-Centered, Peer Reviewed Packaging Design Activity," Journal of Higher Education Theory & Practice, 20 (10), 91-99.

Mittal, Sarah & David H. Silvera (2020), “Makeup or Mask: Makeup’s Effect on Salesperson Trustworthiness," Journal of Consumer Marketing, 37 (3), 271-277.

Bonner, R., Stone, C., Mittal, S. E., Phillips, W., & Utecht, R. (2020), “Are Academics Qualified to Teach in Accredited Universities? Proposal of a Standard Method of Preparing Doctoral Students in Business Programs to Teach,” Journal of Management Education, https://doi.org/10.1177/1052562920907132.

Mittal, Sarah, Sommer Kapitan & David Silvera (2019), “Go-big or go-home: Risk seeking for experiential choices,” Journal of Consumer Behaviour, 18 (2), 97-108.

Mittal, Sarah, (2019), “The Tyranny of Tests: Doing Away with Tests without Selling Your Soul to Grading Hell,” Marketing Education Review, 29 (2), 136-141.

Roche, Sarah in Whalen, D. Joel and Kesha Coker (2019), “Shining in the Classroom with Teaching Moments,” Marketing Education Review, 29 (2), 1-6.

Bonner, Robert, Andrea Neely, Anthony Neely & Sarah Mittal (2018), “The Generationally Relevant Case Method: An Alternative Approach to Case-Based Undergraduate Level Management Instruction,” Journal of Strategic Management Education, 14, 1-18.

Mittal, Sarah & Jill Sundie (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.

Mittal, Sarah & David H. Silvera (2017), “Never truly alone, we always have our purchases: Loneliness and sex as predictors of purchase attachment and future purchase intentions.” Journal of Consumer Behaviour, October 2017, pp. 1–11.

Roche, Sarah in Whalen, D. Joel and Kesha Coker (2017), “Classroom Ready Teaching Moments.” Marketing Education Review, 27 (2), 119-123.

Joseph, Mathew, Sarah Roche, Dora E. Schmit & Carmen M. Albrecht (Fall-2014) “Graduate College Selection and Its Impact on Branding: A German Perspective,” Journal of Academic Administration in Higher Education, 10 (2).

Roche, Sarah, Deborah Spake, & Mathew Joseph (2013), "A Model of Sporting Event Tourism as Economic Development," Sport, Business, and Management: an International Journal, 3 (2), 147-157.

Refereed Book Chapter

Sarah Roche, L.J. Shrum, & Tina M. Lowrey (2016). The Aesthetics of Brand Name Design: Form, Fit, Fluency, and Phonetics. In Rajeev Batra, Colleen Seifert, and Diann Brei (Eds.), The Psychology of Design. New York, NY:  Routledge.