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Graduate

Goldar Tiende Chefor

  • Program

    Ph.D. ( School of Business Administration )

  • Hometown

    Bamenda, Northwest, Cameroon (International)

  • Social Media

  • Quick Intro

    Goldar, in addition to being a devoted wife and mother, is a passionate Ph.D. candidate with an interest in consumer decisions/choices and the collaborative process of consumer co-creation. Before embarking on her academic journey at the University of Mississippi, she had a successful career as a civil engineer and later as an operations supervisor. Goldar firmly believes in achieving excellence through hard work, patience, and a continuous thirst for learning.
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Area of Study

Marketing. My primary research area lies in Consumer Behavior. Specifically, my dissertation explores the intricate relationship between inauthentic consumption and consumer self-extension, investigating how these dynamics influence consumers’ choices.

Also, I contribute to service research by studying digital service encounters and the collaborative process of Consumer Experience Co-Creation. I am equally studying consumer privacy and data practices in e-commerce.

Related

How did you choose UM to continue your doctoral degree?

I chose this program for its high-quality marketing faculty and its unique mentorship. Insiders told me I would enjoy personalized guidance, holistic support, networking opportunities, career insights, and long-term relationships. I am glad I trusted them!

How did you choose your research area?

My research interests started with how data influences operations management and planning, based on my background in the infrastructure industry. However, since being exposed to diverse marketing literature, my focus has shifted to consumer behavior.

Which professors who has been a mentor to you?

I am grateful to have professors like Dr. Barry Babin, Dr. Melissa Cinella, Dr. Matt Shaner and Ellis Chefor from ISU as mentors, who have supported me both personally and professionally.

What has been one of your most memorable moments at UM?

A memorable moment for me at UM was presenting my research to almost the entire faculty and receiving constructive feedback.

What advice to you have for people considering the Ph.D. program?

If you are thinking of joining the Ph.D. program, have faith in yourself. A Ph.D. is a wonderful but tough journey. It requires a lot of effort, but it pays off. Be determined to finish what you start. Cultivate a humble, curious, and hard-working attitude. You will learn a lot from your mentors and peers, but you will also need to carve your own research path.


PS: start developing your ability to read and understand several complex articles in limited timeframes.

What are your plans after completing the program?

After completing the program, I plan to continue doing research in my interest areas in a tenure-track position at an institution that allows me to balance research and teaching, which I love to do.

What are you listening to?

I am currently listening to podcasts by RC-Sproul, Voddie Baucham and Jordan Peterson.

What are some of your hobbies?

In my spare time, I enjoy kickboxing, cooking for my family, playing with my little one.

What is your dream destination?

My dream travel destination is Greece and in fact everywhere in Europe and Asia.

What’s your favorite thing to do in Oxford, MS?

Walk the trails and attend sessions at Oxford Fitness Kickboxing.

What’s your favorite place to eat in Oxford, MS?

I love lunch at McCormick's.