Kashef A. Majid profile photo

Kashef A. Majid

Professor of Marketing

  • Fredericksburg VA UNITED STATES

Dr. Majid is an expert in marketing strategy, consumer behavior and reputation management, with a focus on sustainability.

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Spotlight

2 min

Buying a new car is becoming an increasingly expensive proposition for American consumers, with monthly loan payments now averaging a staggering $787. According to a recent DC News Now report, the average new-car loan is approaching $45,000, raising concerns about affordability, household debt and the long-term financial commitments consumers are making just to get behind the wheel. And the monthly loan payment is only part of the equation. Insurance premiums, maintenance, fuel and other ownership expenses can push the actual cost of driving considerably higher. For consumers already managing rising household expenses, the decision to purchase a vehicle has become increasingly complicated. Beyond the Sticker Price: What Consumers Need to Know Dr. Kashef Majid, Associate Professor of Marketing at the University of Mary Washington, has studied how consumers value hybrid and electric vehicles, including the financial and environmental motivations behind purchasing decisions. He was also named one of the 50 Best Undergraduate Business Professors of 2024 by Poets & Quants. View his profile Majid has also shared his expertise with WalletHub, offering first-pen perspective on car insurance costs, pricing fairness and the importance of making informed decisions when shopping for coverage. His insights are particularly relevant as Americans face record-high car payments, with insurance premiums adding another significant expense to the overall cost of vehicle ownership. As consumers grapple with rising costs, Majid can help explain what's driving vehicle affordability challenges, how purchasing decisions are changing and what motorists should consider before taking on substantial financial commitments. If you're interested in speaking with Dr. Kashef Majid about rising car payments, vehicle affordability, insurance costs and consumer behavior, simply click on his profile below to arrange an interview today.

Kashef A. Majid

1 min

Local governments across the country are passing laws to limit short-term rentals like Airbnb, HomeAway and VRBO, with Washington, D.C., poised to put some of the strictest limits yet on these homesharing services. Kashef Majid, an assistant professor of marketing at the University of Mary Washington, has examined more than 12,000 rentals in the nation's capital over nearly a decade, identifying which properties are most in demand and earn the most revenue as well as the impact of price and location on demand. Majid also found that commercial operators -those that purchase properties solely to rent on short-term rental markets like Airbnb -limit the supply of affordable housing, create neighborhood tensions and negatively impact the number of rentals.  "The issue of commercial operators became so contentious that the largest county in Virginia (by population) recently passed legislation to prevent their existence," Majid said. "Commercial operators are simply one example of the issues that arise within the sharing economy. Our research has also explored parallels in other markets, such as ride sharing." Majid is available to speak with media regarding these topics and this research. To contact him, simply click on his icon to arrange an interview.    

Kashef A. Majid

Media

Social

Biography

University of Mary Washington Professor of Business Kashef Majid specializes in marketing and consumer behavior, with research spanning environmental marketing, digital marketing and the factors that influence consumer decisions. His work explores business, technology and social responsibility, with a particular emphasis on sustainability and food waste.

Majid examines the impact of date labels, retailer donations to food banks and campaigns designed to encourage pro-environmental behavior. He also explores how artificial intelligence can be used to reduce food waste.

Majid's prior research focused on consumer valuation of hybrid and electric vehicles, whether their owners drive them to save money or appear "green" to their peers, and why some hybrid cars retain more value than others. His broader research also addresses digital marketing, consumer liability and the sharing economy.

Recognized by Poets&Quants as one of the 50 best undergraduate business professors of 2024, Majid brings his research into the classroom through innovative courses and community partnerships. He previously worked as a consultant in Ottawa and with the Canadian government.

Areas of Expertise

Marketing Research
Digital Marketing
Marketing Strategy
International Marketing
Marketing for Social Good
Food Waste
Sustainability

Accomplishments

Innovative Digital Pedagogy Fellowship Award

2014-12-01

Kashef Majid, Assistant Professor of Marketing in the College of Business, received a UMW 2014 Innovative Digital Pedagogy Fellowship Award. Majid is interested in developing a course in social media marketing/analytics.

Waple Fellowship Award

Professor Kashef Majid has been awarded the Waple Professorship. Established in honor of Shirley Van Epps Waple, a 1952 Mary Washington graduate, the nomination-based award recognizes faculty members who have made significant contributions to their scholarly or creative area of expertise

Mary W. Pinschmidt Award

2021-05-08

For his significant impact on the lives of graduating students, Kashef Majid, professor of business in the College of Business, received the Mary W. Pinschmidt Award from the University of Mary Washington. The winner is selected by the graduating class as the faculty member “whom they will most likely remember as the one who had the greatest impact on their lives.”

Education

University of Ottawa

B.Comm

Commerce


Concordia University

MSc.

Graduate Studies

The George Washington University

Ph.D.

Business Administration

Media Appearances

UMW Receives Grant to Launch Composting Program, Expand Food Recovery

University of Mary Washington  print

2026-08-31

The University of Mary Washington was awarded $432,215 from the Virginia Department of Environmental Quality (VDEQ) to support food waste prevention education, food recovery efforts and the establishment of a campus-wide composting program.

“This project brings together many dedicated partners across campus and in the community who are committed to reducing waste and creating a more sustainable campus,” said Professor of Marketing Kashef Majid, who helped lead the grant proposal effort. “By expanding food recovery efforts, launching large-scale composting and studying attitudes toward food waste, we hope to create lasting changes in behavior while drawing greater attention to the importance of food waste prevention.”

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Best Credit Cards for Groceries

Wallet Hub  online

2026-02-23

Which do you think is likely to benefit the average person more: a credit card with great rewards on groceries or a credit card with great rewards on travel? The average person would prefer rewards on groceries.

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Capital One Savor Cash Rewards Credit Card

Wallet Hub  online

2025-09-16

Expert Thoughts on Capital One Savor : Kashef Majid. "When comparing a no-annual-fee card like the Capital One SavorOne with a fee-based option like the Capital One Savor, I always look at it through a cost–benefit lens, " said Kashef Majid.

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Articles

Communicating quality while evoking loss–How consumers assess extra charges in the Airbnb marketplace

Tourism Management

Dogru, T., Majid, K., Laroche, M., Mody, M., & Suess, C.

2021-10-01

The rise of the sharing economy has allowed consumers to choose from hundreds of thousands of diverse accommodations. In this article, we explore the impact of price partitioning on demand. Our findings reveal that partitioning the price into different elements can have a positive impact on demand. We argue that when the price is partitioned into different fees, it draws attention to the rationale behind the fees – such as additional cleaning. While the presence of the fees acts as a signal, we draw upon prospect theory to argue that the amount of the fee is viewed as a loss and thus has a negative impact on demand. We test our arguments using data on Airbnb's across the whole United States and find that price partitioning positively impacts demand, but the costs themselves have a negative impact on demand.

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Support for small businesses during a health crisis

Journal of Services Marketing

Majid, K. A., Kolar, D. W., & Laroche, M.

2021-09-21

Crises threaten the operations of small businesses and endanger their survival; however, when the crisis is not attributable to the firm, consumers may rally around the business. This study aims to examine how attitudes toward helping others can create support for small businesses, which in turn can direct consumers to help businesses with increased financial support. It is hoped that this paper will inform how consumers will help firms pivot during crises.

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Effect of interactive marketing channels on service customer acquisition

Journal of Services Marketing

Majid, K. A.

2020-09-25

The cost of customer acquisition is one of the largest expenses that service firms incur due to loss-generating quotes/proposals. This paper aims to connect interactive marketing communications channels with increased customer acquisition and non-interactive marketing communications channels with decreased customer acquisition by service firms.

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