W. P. Carey School of Business
W. P. Carey School of Business

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Andrea Morales

Professor
Marketing

Lonnie L. Ostrom Chair in Business & Professor of Marketing

Department
Contact
Office:BAC 457
Mailing Address:
Main Campus
PO BOX 874106
Tempe, AZ 85287-4106

Phone: 480-965-6122
Fax: 480-965-8000
Email: acmorales@asu.edu
Andrea Morales

View Vita

Education
Ph.D., University of Pennsylvania, 2002; M.S., University of Pennsylvania, 2000; B.A., University of Texas at Austin, 1997

Research Areas
Consumer behavior, social psychology

Recent Consulting
Unicef/Unilever, PetSmart

Current Projects
Current research examines the role of social influence & emotions in a consumer context, namely retail and service environments.

Academic Positions Held
Arizona State University: 2005-present; Previous appointment: Marshall School of Business, University of Southern California: 2002-2005

Career and Recent Professional Awards; Teaching Awards

40 Under 40 Most Outstanding MBA Professors – Poets & Quants 2016, W.P. Carey Outstanding Teaching Award – MBA Core, 2015, JCR Outstanding Reviewer Award, 2013; W.P. Carey Outstanding Doctoral Faculty Award, 2013; Erin Anderson Award for Emerging Female Mktg Scholar & Mentor, 2013; W.P. Carey Outstanding Research Award, 2012; The Victoria Foundation, Dr. Eugene Garcia, Outstanding Latino Faculty for the State of Arizona: Research in Higher Education Award, 2011; Society of Consumer Psychology Early Career Contribution Award, 2011; W.P. Carey Outstanding Teaching Award – MBA Core, 2011; MSI Young Scholars Program, 2007; Best Abstract Award, Transformative Consumer Research Conference, 2007; ACR Grant for Transformative Consumer Research, 2006; Davidson Award for Best Article in Journal of Retailing, 2005; Robert Ferber Award, Honorable Mention, 2005; USC Golden Apple Teaching Award, 2005; AMA Doctoral Consortium Fellow, University of Miami, 2001

Professional Leadership

Co-Chair, Society of Consumer Psychology Winter Conference, 2015; Program Committee Member, Annual Conference of the Association for Consumer Research, 2006, 2010 – 2016; Program Committee Member, Society of Consumer Psychology Winter Conference, 2005-2006, 2011- 2014, 2016; Working Paper Session Co-Chair, Annual Conference of the Association for Consumer Research, 2006; Special Events, Annual Conference of the Association for Consumer Research, 2006

Representative Publications

Kristofferson, Kirk, Brent McFerran, Andrea C. Morales, and Darren W. Dahl (in press), “The Dark Side of Scarcity Promotions: How Exposure to Limited Quantity Promotions Can Induce Aggression,” Journal of Consumer Research.

Olson, Jenny G., Brent McFerran, Andrea C. Morales, and Darren W. Dahl, (2016), “Wealth and Welfare: Divergent Moral Reactions to Ethical Consumer Choices,” Journal of Consumer Research, 42 (April), 879-96.

Pham, Nguyen, Naomi Mandel, and Andrea C. Morales (2016), “Messages from the Food Police: How Food-Related Warnings Backfire among Dieters,” Journal of the Association for Consumer Research, 1(1), 175-190.

Chowdhry, Nivriti, Karen P. Winterich, Vikas Mittal, and Andrea C. Morales (2015), “Not All Negative Emotions Lead to Concrete Construal,” International Journal of Research in Marketing, 32, 428-430.

Winterich, Karen P., Andrea C. Morales, and Vikas Mittal (2015), “Disgusted or Happy, It is not so Bad: Emotional Mini-Max in Unethical Judgments,” Journal of Business Ethics, 130 (2), 343-360.

Winterich, Karen P., Andrea C. Morales, and Vikas Mittal (2014), “Protect Thyself: How Affective Self-Protection Increases Self-Interested, Unethical Behavior," Organizational Behavior and Human Decision Processes, 125 (2), 151-161.

Hoegg, Joey, Maura Scott, Andrea C. Morales, and Darren W. Dahl (2014), “The Flip Side of Vanity Sizing: How Consumers Respond to and Compensate for Larger than Expected Clothing Sizes,” Journal of Consumer Psychology, 24 (1), 70-78.

Castro, Iana, Andrea C. Morales, and Stephen M. Nowlis ( 2013), “The Influence of Disorganized Shelf Displays and Limited Product Quantity on Consumer Purchase,” Journal of Marketing, 77 (4), 118-133. 

Morales, Andrea C., Eugenia Wu, and Gavan J. Fitzsimons (2012), “How Disgust Enhances the Effectiveness of Fear Appeals,” Journal of Marketing Research, 49(3), 383-393.

Dahl, Darren W., Jennifer J. Argo, and Andrea C. Morales (2012), “Social Information in the Retail Environment: The Importance of Referent Identity, Product Consumption, and Self-Esteem,” Journal of Consumer Research, 38 (February), 860-871

McFerran, Brent, Darren W. Dahl, Gavan J. Fitzsimons, and Andrea C. Morales (2010), “Might an Overweight Waitress Make You Eat More?” Journal of Consumer Psychology, 20(2), 146-151.

McFerran, Brent, Darren W. Dahl, Gavan J. Fitzsimons, and Andrea C. Morales (2010), “I’ll Have What She’s Having: Effects of Social Influence and Body Type on the Food Choices of Others,” Journal of Consumer Research, 36 (April), 915-929. *Robert Ferber Award, Honorable Mention *Runner-Up for Best Paper in JCR (2013)

Argo, Jennifer J., Darren W. Dahl, and Andrea C. Morales (2008), “Positive Consumer Contamination: Responses to Attractive Others in a Retail Context,” Journal of Marketing Research, 45(6), 690-701.

Scott, Maura L., Stephen M. Nowlis, Naomi Mandel, and Andrea C. Morales (2008), “The Effect of Reduced Food Sizes and Packages on the Consumption Behavior of Restrained Eaters and Unrestrained Eaters,” Journal of Consumer Research, 35 (October), 391-405. *Funded by ACR Grant for Transformative Consumer Research *Robert Ferber Award, Honorable Mention


ASU is a tier 1 research university and W. P. Carey is proud of its strong tradition of teaching and classroom excellence. Our students directly benefit from the research and theories our faculty brings into the classroom. Below is a list of courses being taught during the current semester by this faculty member. Click a course to view it in the ASU course catalog.

MKT 791 - Seminar
A small class emphasizing discussion, presentations by students, and written research papers.

W. P. Carey School of Business

400 E. Lemon St.
Tempe, AZ 85287