Aner Sela
- CITY HOME Professor
- Professor
- Graduate Coordinator, PhD – Marketing
Location
- Warrington College of Business
- Marketing Department
- Master of Business Administration
- PhD – Marketing
- Doctor of Business Administration
- Stuzin Hall 249D
Aner Sela is a Professor of Marketing at University of Florida’s Warrington College of Business. He received his Ph.D. in Business from Stanford University.
Dr. Sela’s research examines the hidden mechanics of human preference, focusing on how momentary experiences, spontaneous intuitions, and everyday technologies shape choice. His work shows how seemingly minor features of a situation can fundamentally alter decision making — from falling into “decision quicksand” and splurging on upgrades to the ways devices and AI tools influence consumer spending.
A frequent contributor to the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology, Sela has served as an Associate Editor and on the editorial boards of several leading journals, and has mentored multiple Ph.D. students. He has been repeatedly ranked among the Top 50 Most Productive Marketing Authors, and recognized as an MSI Young Scholar (2015) and an MSI Scholar (2020) by the Marketing Science Institute.
Expertise and interest areas
- Consumer Behavior
- Consumer Decision Making
- Marketing
- Technology and Consumer Behavior
News
Three Warrington Ph.D. students awarded for instructional excellence – September 11, 2025 –
UF’s reusable water bottles fuel small-scale sustainability and resistance | Aner Sela – The Independent Florida Alligator
DBA student to present AI research at prestigious world conference – April 23, 2025 – Rahul Banerjee (DBA ’25) was recently selected to present his dissertation “Can AI truly learn? The role of consumer’s lay beliefs in algorithmic aversion,” at…
Courses taught
- Advanced DBA Research (MAR7978)
- Advanced Research (MAR7979)
- Brand Management (MAR6838)
- Building and Managing Brand Equity (MAR6335)
- Consumer Psychology Seminar (MAR7932)
- DBA Doctoral Dissertation/Defense (MAR7985)
- Individual Work (MAR6905)
- Marketing Strategy (MAR7931)
- Perspectives on Consumer Behavior (MAR7507)
- Research for Doctoral Dissertation (MAR7980)
- Special Topics in Marketing (MAR6930)
- Supervised Research (MAR6910)
- Supervised Teaching (MAR6940)
Education
- Ph.D, Business Administration and Management, General., Stanford University, 2009
- MBA, Finance, General., Hebrew University, 2003
- B.Arch., Architecture (BArch, BA/BS, MArch, MA/MS, PhD)., Bezalel Academy of Arts and De, 1999
Honors and awards
- Ama-Sheth Doctoral Consortium Faculty Fellow
- American Marketing Association
- Date: 2026
- Best Paper Award (Finalist)
- Marketing Science and Innovation (MSI) International Conference
- Date: 2026
- Ama-Sheth Doctoral Consortium Faculty Fellow
- American Marketing Association
- Date: 2025
- Best Academic Paper Award
- Global Information Technology Management (GITMA) Conference
- Date: 2025
Book chapter publications
- Complexity In Visual Design: Psychological Mechanisms And Practical Implications
- Advertising Theory (3rd Edition)
- Status: Accepted/In Press
- Date: 2026
- Authors: Aner Sela, Soo Yon Ryu, Felipe Affonso
- Crossing The Efficiency Frontier: A Framework For Understanding Consumers’ Responses To Bargains
- New Directions in Behavioral Pricing
- Status: Published
- Date: 2024
- Authors: Aner Sela, Chezy Ofir
Conference proceeding publications
- Why Consumers Prefer Single-Source Ai Advice
- Journal: Advances in Consumer Research
- Status: Accepted/In Press
- Date: 2025
- Authors: Aner Sela, Sujin Park, Sang Kyu Park
- The Asocial Animal: Why Machines Are Sometimes Preferred
- Journal: Advances in Consumer Research
- Status: Accepted/In Press
- Date: 2025
- Authors: Aner Sela, Tongmao Li
- How Lay Beliefs Shape Reactions To Luxury Consumption
- Journal: Advances in Consumer Research, Volume. 52
- Status: Published
- Date: 2024
- Authors: Aner Sela, Sujin Park
- The Effect Of Linguistic Subjectivity And Objectivity In Online Reviews: A Convolutional Neural Network Approach
- Journal: Advances in Consumer Research, Vol. 51
- Status: Published
- Date: 2023
- Authors: Aner Sela, Sang Kyu Park, Taikguun Song
- Smartphones And Self-Expressive Meaning Of Choice
- Journal: Advances in Consumer Research
- Status: Published
- Date: 2021
- Authors: Aner Sela, Camilla Eunyoung. Song
- Smartphones And The True Self: How Technology Influences Disposition Expression
- Journal: Advances in Consumer Research
- Status: Published
- Date: 2021
- Authors: Aner Sela, Camilla Eunyoung. Song
Journal article publications
- Simple Is Eco-Friendly But Complex Is Effective: Inferences From Visual Complexity In Package Design
- Journal: Journal of Advertising
- Status: Published
- Date: 2026
- Authors: Soo Yon Ryu, Soo Yon. Ryu, Felipe Affonso, Aner Sela
- The Feeling Of Preference: Metacognitive Experiences Promoting Preference Expression
- Journal: Consumer Psychology Review
- Status: Published
- Date: 2025
- Authors: Aner Sela, Itamar Simonson, Itamar Simonson
- Splurging With Alexa: How Voicebots Increase Product Upgrades
- Journal: Marketing Letters
- Status: Published
- Date: 2025
- Authors: Sang Kyu Park, Yegyu Han, Aner Sela
- The Effect Of Subjectivity And Objectivity In Online Reviews: A Convolutional Neural Network Approach
- Journal: Journal of Consumer Psychology
- Status: Published
- Date: 2023
- Authors: Sang Kyu. Park, Taikgun Song, Aner Sela
- Phone And Self: How Smartphone Use Increases Preference For Uniqueness
- Journal: Journal of Marketing Research
- Status: Published
- Date: 2023
- Authors: Camilla Eunyoung. Song, Aner Sela
- On Phone And Self: How Smartphone Use Influences The Preference For Uniqueness
- Journal: Journal of Marketing Research
- Status: Published
- Date: 2023
- Authors: Aner Sela, Camilla E. Song