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Zachary Krastel

Zachary Kraste PhD Photo

Date of entry: Fall 2015
Graduation date: Summer 2020

Current phase of study: Phase III (Thesis)
Status: Full-time student

Research Interests: Consumer psychology, music cognition and consumption, social influence, online behaviour



  • MSc, Marketing, Concordia University, Montreal, 2015
  • BA, Geography (Minor: Psychology), McGill University, Montreal, 2013
  • BMus, Performance (Minor: Management), McGill University, Montreal, 2012
  • ARCT, Royal Conservatory of Music Diploma in Classical Piano Performance, Royal Conservatory of Music, Toronto, 2008

Academic and teaching experience

  • Introduction to Marketing (MARK 201), Concordia University, Winter 2019, lecturer
  • Research Methodology (MSCA 615), Concordia University, Fall 2016, Fall 2017, teaching assistant
  • Business Communication (COMM 212), Concordia University, Fall 2014 – 2016, teaching assistant
  • Marketing Research (MARK 302), Concordia University, Winter 2016, teaching assistant
  • Marketing Management (COMM 223), Concordia University, Winter 2015 – 2016, teaching assistant

Work experience

  • Research Assistant, Concordia University, Montreal, 2014 – present
  • Research Assistant, McGill University, Montreal, 2012 – present

Conference publications

  • Krastel, Z., & Bodur, H. O. (2017). Extending the Herding Effect to the Consumption Experience: The Case of Online Music, in NA – Advances in Consumer Research, Volume 45, eds. Gneezy, A., Griskevicius, V., and Williams, P., Duluth, MN : Association for Consumer Research.
  • Krastel, Z., & Bodur, H. O. (2017). Understanding the social music consumption experience: Personality and genre as moderators of the herding effect, American Marketing Association (AMA) Winter Conference 2017 Orlando, FL
  • Krastel, Z., Bassellier, G., & Ramaprasad, J. (2015). Music is social: From online social features to online social connectedness , Proceedings of The Thirty-Sixth International Conference on Information Systems (ICIS), Fort Worth, TX
  • Krastel, Z., Bassellier, G., & Ramaprasad, J. (2015). Enabling social connectedness: The role of social features on online music sites, Conference on Information Systems and Technology (CIST), Philadelphia, PA
  • Krastel, Z., & Bodur, H. O. (2014). Herding effects in online music consumption, John Molson School of Business Annual Graduate Research Exposition (AGRE), Montreal, QC
  • Krastel, Z., Bassellier, G., & Ramaprasad, J. (2014). An empirical investigation of the role of basic and social features in the use of online music sites, INFORMS Annual Meeting, San Francisco, CA
  • Krastel, Z., Bassellier, G., & Ramaprasad, J. (2013). Social connectedness and adoption of online music sites, INFORMS Annual Meeting, Minneapolis, MN

Working papers

  • Why do we connect? A model of social feature use on content consumption websites. Krastel, Z., Bassellier, G., & Ramaprasad, J.
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