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Monika Lisjak

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Assistant Professor
Faculty, TEMPE Campus, Mailcode 4106

Monika Lisjak is an Assistant Professor in Marketing at Arizona State University. She received her PhD in marketing from Northwestern University, and then worked at Erasmus University in the Netherlands before joining the W. P. Carey School of Business. She was also a visiting research scholar at Stanford University.

Professor Lisjak's research centers on understanding how consumer identities influence behavior through two complementary streams of research. In her first stream of research, she explores how consumers’ pursuit of desired identities shapes consumption and the impact of these behaviors on consumer health and well-being. In her second stream of research, she examines how brands can build relationships with consumers through marketing rewards, diversity, equity and inclusion (DEI) initiatives, and new technologies.

Her work has appeared in leading journals in the field, including the Journal of Consumer ResearchJournal of MarketingJournal of Consumer Psychology, and the Journal of Personality and Social Psychology, and has been featured in several media outlets, such as The Economist, Forbes, New York magazine, TIME magazine, and The Huffington Post.

  • Ph.D. Northwestern University
Research Interests: 
  • Consumer Behavior
  • Symbolic Consumption
  • Consumer-Brand Relationships
  • Self-Control
  • Lisjak, Monika and Nailya Ordabayeva, “How Political Ideology Shapes Preferences for Observably Inferior Products,” conditionally accepted at the Journal of Consumer Research.  (equal authorship)
  • Wang, Qin, Monika Lisjak, and Naomi Mandel, “On the Flexibility of Self-Repair: How Holistic versus Analytic Thinking Style Impacts Fluid Compensatory Consumption” forthcoming at the Journal of Consumer Psychology.
  • Ordabayeva, Nailya and Monika Lisjak (2022), “Perceiving, Coping With, and Changing Economic Inequality in the Marketplace,” Journal of Consumer Psychology, 32 (1), 165-174.
  • Ordabayeva, Nailya, Monika Lisjak, and Aziza C. Jones (2022), “How Social Perceptions Influence Consumption for Self, for Others, and Within the Broader System,” Current Opinion in Psychology, 43 (February), 30-35.
  • Lisjak, Monika, Andrea Bonezzi, and Derek D. Rucker (2021), “How Marketing Perks Influence Word-of-Mouth,” Journal of Marketing, 85(5), 128-144. 
  • Mandel, Naomi, Monika Lisjak, and Qin Wang (2021), “Compensatory Routes to Object Attachment,” Current Opinion in Psychology, 39 (June), 55-59.
  • Lisjak, Monika, Andrea Bonezzi, Soo Kim, and Derek D. Rucker (2015), “Perils of Compensatory Consumption: Within-Domain Compensation Undermines Subsequent Self-Regulation,” Journal of Consumer Research 41 (February), 1186-203. [Media Coverage: Chicago Tribune, Forbes, TIME magazine, New York Magazine, Psychology Today, etc.]
  • Lisjak, Monika and Angela Y. Lee (2014), “The Bright Side of Impulse: Depletion Heightens Self-Protective Behavior in the Face of Danger,” Journal of Consumer Research, 41 (June), 55-70. [Media Coverage: ABC News Radio, Science Daily, Shape magazine, The Huffington Post, etc.]
  • Lisjak, Monika, Angela Y. Lee, and Wendi L. Gardner (2012), “When a Threat to the Brand Is a Threat to the Self: The Importance of Brand Identification and Implicit Self-Esteem in Predicting Defensiveness,” Personality and Social Psychology Bulletin, 38 (September), 1120-1132. [Media Coverage: Business Insider, Business News Daily, The Economist, etc.]
  • Lisjak, Monika, Daniel C. Molden, and Angela Y. Lee (2012), “Primed Interference: The Cognitive and Behavioral Costs of an Incongruity between Chronic and Primed Motivational Orientations,” Journal of Personality and Social Psychology, 102 (May), 889-909. [Lead Article]
Spring 2022
Course NumberCourse Title
MKT 402Consumer Behavior
Spring 2021
Course NumberCourse Title
MKT 402Consumer Behavior
Spring 2020
Course NumberCourse Title
MKT 402Consumer Behavior
Spring 2019
Course NumberCourse Title
MKT 402Consumer Behavior
Spring 2018
Course NumberCourse Title
MKT 402Consumer Behavior
Honors / Awards: 
  • Netherlands Organization for Scientific Research VENI grant (€ 250,000), 2014
  • Erasmus Research Institute of Management’s Early Career Talent Program, 2012
  • SCP Doctoral Dissertation Competition, Honorable Mention, 2011
  • AMA Doctoral Consortium Fellow, 2011
Work History: 

Arizona State University: 2015-present. Previous appointments: Erasmus University; Assistant Professor of Marketing, 2012-2015; Stanford University; Visiting Scholar, Spring 2013, 2014 and 2015