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Naomi Mandel

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Yellow Corporation Professor of Marketing
Faculty, TEMPE Campus, Mailcode 4106
Professor
Faculty, TEMPE Campus, Mailcode 4106
Biography

Naomi Mandel joined the W. P. Carey School of Business as an assistant professor of marketing in 2000.

Mandel’s research examines consumer identity, food decision-making, materialism, and compensatory consumption. Additional research examines how activating high-level concepts in an individual’s memory, including self-conceptions or feelings about mortality, can influence preference and choice. Her passion for consumer behavior is apparent in her most recent research, “The Compensatory Consumer Behavior Model: How Self-Discrepancies Drive Consumer Behavior.” Mandel’s work has appeared in industry-leading journals, including the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, and Journal of Interactive Marketing.

Before joining W. P. Carey, Mandel was a lecturer of marketing at the Wharton School of the University of Pennsylvania. She received her bachelor’s degree in computer science from Dartmouth College, and her PhD in marketing from the University of Pennsylvania. 

She currently serves on the editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing Research.  She has also served as associate editor at the Journal of Consumer Psychology, Journal of Marketing Research, and Costumer Needs & Solutions. She has received awards for her contributions to academia, most recently winning the 2016-17 Outstanding Doctoral Faculty Award.  

Education
  • PhD — University of Pennsylvania, 2000
  • MS — Thunderbird School of Global Management, 1994
  • MBA — Arizona State University, 1994
  • BA — Dartmouth College, 1989 
Research Interests
  • Consumer Behavior
  • Identity
  • Social Influence
  • Overconsumption
  • Food Decision Making
  • Materialism
  • Compensatory Consumption
Publications
  • Mandel, Naomi, Maura L Scott, Sunghoon Kim, and Rajiv K. Sinha (2017), “Strategies for Improving Self-Control Among Naïve, Sophisticated, and Time-Consistent Consumers.” Forthcoming, Journal of Economic Psychology.
  • Mandel, Naomi, Derek D. Rucker, Jonathan Levav, and Adam D. Galinsky (2017), “The Compensatory Consumer Behavior Model:  How Self-Discrepancies Drive Consumer Behavior,” Journal of Consumer Psychology, 27(1), 133-146.
  • Minton, Elizabeth, Frank Cabano, Meryl Gardner, Daniele Mathras, Esi Elliott, and Naomi Mandel, “LGBTQ and Religious Identity Conflict in Service Settings” (2017), Forthcoming, Journal of Services Marketing.
  • Mathras, Daniele, Adam Cohen, Naomi Mandel, and David Glen Mick (2016), “Religion and Consumer Behavior: An Integrative Review and Research Agenda.” Journal of Consumer Psychology 26 (April), 298-311.
  • 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 (J-ACR), 1(1), 175-190
  • Shrum, L. J., Tina M. Lowrey, Mario Pandelaere, Ayalla Ruvio, Elodie Gentina, Pia Furchheim, Maud Herbert, Liselot Hudders, Inge Lens, Naomi Mandel, Agnes Nairn, Adriana Samper, Isabella Soscia, & Laurel Steinfield (2014), “Materialism: The Good, the Bad, and the Ugly,” Journal of Marketing Management 30(17-18), 1858-1881.
  • Loveland, Katherine, Naomi Mandel and Utpal Dholakia (2014), "Understanding Homeowners' Pricing Decisions: An Investigation of the Roles of Ownership Duration and Financial and Emotional Reference Points," Customer Needs and Solutions, 1-16.
  • Fernandes, Daniel and Naomi Mandel (2014), “Political Conservatism and Variety Seeking,” Journal of Consumer Psychology, 24(1), 79-86.
  • Sirianni, Nancy, Mary Jo Bitner, Stephen W. Brown & Naomi Mandel (2013), “Branded Service Encounters:  Strategically Aligning Employee Behavior with the Brand Positioning,” Journal of Marketing, 77(6), 108-123.
  • Loveland, Katherine, Dirk Smeesters and Naomi Mandel (2010), “Still Preoccupied with 1995:  The Need to Belong and Preference for Nostalgic Products,” Journal of Consumer Research, 37(3), 393-408.
  • Scott, Maura L., Stephen M. Nowlis, Naomi Mandel, and Andrea C. Morales (2008), “Do 100-Calorie Packs Lead to Increased Consumption? 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.
  • Mandel, Naomi and Dirk Smeesters (2008), “The Sweet Escape:  The Effect of Mortality Salience on Consumption Quantities for High and Low Self-Esteem Consumers,” Journal of Consumer Research 35 (August), 309-323.
  • Mandel, Naomi and Stephen M. Nowlis (2008), “The Effect of Making a Prediction about the Outcome of a Consumption Experience on the Enjoyment of that Experience.”  Journal of Consumer Research 35 (June), 9-20.
  • Sinha, Rajiv and Naomi Mandel (2008), “Preventing Digital Piracy:  The Carrot or the Stick?” Journal of Marketing 72 (January), 1-15.
  • Smeesters, Dirk and Naomi Mandel (2006), "Positive and Negative Media Image Effects on the Self," Journal of Consumer Research, 32 (March), 576-582.
  • Mandel, Naomi, Petia Petrova, and Robert B. Cialdini (2006), “Images of Success and the Preference for Luxury Products.” Journal of Consumer Psychology 16(1), 57-69.
  • Bellman, Steven, Johnson, Eric J., Lohse, Gerald L., and Naomi Mandel (2006), “Designing Marketplaces of the Artificial with Consumers in Mind:  Four Approaches to Understanding Consumer Behavior in Electronic Environments,” Journal of Interactive Marketing, 20(1), 21-33. 
  • Nowlis, Stephen M., Naomi Mandel and Deborah Brown McCabe (2004), "The Effect of a Delay between Choice and Consumption on Consumption Enjoyment," Journal of Consumer Research, 31 (December), 502-510.
  • Mandel, Naomi (2003), “Shifting Selves and Decision Making:  The Effects of Self Construal Priming on Consumer Risk Taking,” Journal of Consumer Research, 30 (June), 30-40.
  • Mandel, Naomi and Eric J. Johnson (2002), “When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices,” Journal of Consumer Research 29 (September), 235-245.
  • Mandel, Naomi and Steven J. Heine (1999), “Terror Management and Marketing: He Who Dies With the Most Toys Wins.” Complete article in E. Arnould and L. Scott (Eds.), Advances in Consumer Research 26, 527-532.
Research Activity
  • Brannon, Daniel and Naomi Mandel, “Putting on a Show or Showing My True Self? When and Why Consumers Signal Accurate versus Enhanced Self-Views” (Preparing for submission, Journal of Consumer Psychology).
  • Ruvio, Ayalla and Naomi Mandel, “With Whom Do People Share?  The Effects of Upward and Downward Social Comparisons on Willingness to Share Possessions” (seven studies completed).
  • Pham, Nguyen, Naomi Mandel, and Andrea Morales, “Consumer Attitudes toward GMO Foods (Three studies completed).
  • Xie, Yi (Fionna), Naomi Mandel, and Meryl Gardner, “Diets with Cheat Days: The Effect of Implicit Self-Theories on Planned Goal-Inconsistent Behavior” (Three studies completed)
  • Wasielewski, Helen, Athena Aktipis, Joe Alcock, Naomi Mandel, and Rosa Krajmalnik-Brown, “Two Minutes, Twice a Day: Evolutionary Dynamics of Oral Flora Manipulation in Humans.” (One study completed)
Spring 2017
Course NumberCourse Title
MKT 791Seminar
Fall 2016
Course NumberCourse Title
MKT 402Consumer Behavior
MKT 791Seminar
Fall 2015
Course NumberCourse Title
MKT 402Consumer Behavior
MKT 791Seminar
Spring 2015
Course NumberCourse Title
MKT 402Consumer Behavior
MKT 791Seminar
Fall 2014
Course NumberCourse Title
MKT 791Seminar
Fall 2013
Course NumberCourse Title
MKT 791Seminar
Spring 2013
Course NumberCourse Title
MKT 791Seminar
Fall 2012
Course NumberCourse Title
MKT 402Consumer Behavior
MKT 791Seminar
Presentations
  • “The Role of Hubristic and Authentic Pride in Brand Extension Evaluation (presented by Nguyen Pham), Association for Consumer Research Conference, New Orleans, October 2015.
  • “With Whom Do People Share?” (presented by Ayalla Ruvio), Association for Consumer Research Conference, New Orleans, October 2015.
  • “Simply Desirable or Desirably Complex? (presented by Chadwick Miller), Association for Consumer Research Conference, New Orleans, October 2015.
  • “The Role of Reactance in Responses to One-sided Advertisements: How Health-Related Appeals Backfire Among Dieters” (presented by Nguyen Pham), Society for Consumer Psychology Conference, Phoenix, February 2015.
  • “Putting on a Show or Showing My True Power? Exploring Self-Verification versus Self-Enhancement Motives in Compensatory Consumption” (presented by Daniel Brannon), Society for Consumer Psychology Conference, Phoenix, February 2015.
  • “Positive Affect at the Intersection of Two Cognitive Processes Magnifies The Second Process” (presented by Nguyen Pham), Association for Consumer Research Conference, Baltimore, October 2014.
  • “The Psychological Downside of Power” (presented by Freeman Wu), Society for Consumer Psychology Conference, March 2014.
  • “Simply Desirable, Preferably Complex: Feature-Richness in Experiential Purchases” (presented by Chadwick Miller), Society for Consumer Psychology Conference, March 2014.
  • “Compensatory Consumption:  How We Regulate Threats” (presented by Adam B. Cohen due to flight cancellation),” Society for Personality and Social Psychology Conference, Austin, February 2014.
  • “The Role of Reactance in Responses to One-Sided Advertisements: How Health-Related Appeals Backfire among Restrained Eaters,” (presented by Nguyen Pham).  Association for Consumer Research Conference, Chicago, October 2013.
  • “Consumer Green Confessions” (presented by Daniele Mathras), Association for Consumer Research Conference, Chicago, October 2013.
  • “The Road Not Taken:  The Effect of Forming Pre-Choice Product Expectations and Making a Choice on Subsequent Consumption Enjoyment,” Association for Consumer Research Conference, Vancouver, October 2012.
  • “The Road Not Taken:  The Effect of Forming Pre-Choice Product Expectations and Making a Choice on Subsequent Consumption Enjoyment,” Society for Consumer Psychology Conference, Florence, Italy, June 2012.
  • “The Spice of Life:  Effects of Mortality Anxiety on Preference for Variety,” Association for Consumer Research Conference, Pittsburgh, October 2009.
  • “Still Preoccupied with 1985:  The Effect of Imagined Interaction on the Preference for Luxury Products,” Association for Consumer Research Conference, San Francisco, October 2008.
  • “The Effects of Thin and Heavy Media Images on Overweight and Underweight Consumers,” Association for Consumer Research Conference, Memphis, October 2007.
  • “The Effect of Prediction on the Enjoyment of a Consumption Experience,” Society for Consumer Psychology Conference, Las Vegas, February 2007.
  • “Shop ‘Til You Drop:  The Effect of Mortality Salience on Consumption Quantity,” Association for Consumer Research Conference, Orlando, October 2006.
  • “Positive and Negative Media Image Effects on the Self,” Society for Consumer Psychology Conference, Caribbean, February 2006.
  • “The Effect of Prediction on the Enjoyment of a Consumption Experience,” Association for Consumer Research Conference, San Antonio, October 2005.
  • “The Mirror Has Two Faces:  Positive and Negative Media Image Effects,” Association for Consumer Research Conference, San Antonio, October 2005.
  • “Comparisons with the Good Life:  Images of Success and the Preference for Luxury Products,” Association for Consumer Research Conference, Toronto, October 2003.
  • “The Effect of a Forced Delay on Consumption Enjoyment.” Society for Consumer Psychology Conference, New Orleans, LA, February 2003.
  • “The Effect of a Forced Delay on Consumption Enjoyment.” Association for Consumer Research Conference, Atlanta, GA, October 2002.
  • “Priming, Expertise, Search and the Construction of Preferences.” Association for Consumer Research Conference, Salt Lake City, Utah, October 2000.
  • “Shifting Selves and Decision Making.” Society for Consumer Psychology Conference, SCP Award-Winning Presentation, San Antonio, TX, February 2000.
  • “Shifting Selves and Decision Making.” Association for Consumer Research Conference, Columbus, Ohio, October 1999.
  • “Constructing Preferences Online: Can Web Pages Change What You Want?” Association for Consumer Research Conference, Montreal, October 1998.
  • “Terror Management and Marketing: He Who Dies With the Most Toys Wins.” Association for Consumer Research Conference, Montreal, October 1998.
  • “Constructing Preferences Online: Can Web Pages Change What You Want?” INFORMS Marketing Science Conference, INSEAD, Fontainebleau, France, July 1998.
Honors / Awards
  • Named a “Top Author Over the Last Decade at JCR,” June 2015
  • Runner-Up, Best Services Article 2013, AMA Services SIG
  • Outstanding Doctoral Faculty Award, W. P. Carey School of Business, 2011-12
  • Invited panelist, AMA/Sheth Doctoral Consortium, 2010, 2012, 2013
  • Invited panelist, SCP Doctoral Consortium, 2010, 2012, 2014, 2015
  • Invited panelist, ACR Doctoral Consortium, 2011, 2012, 2013
  • Chair, Society for Consumer Psychology Winter Conference, Atlanta GA, 2011
  • Runner-Up, Ferber Award (co-author), Journal of Consumer Research, 2009
  • Runner-Up, Park Award for Outstanding Contribution, Journal of Consumer Psychology, 2009
  • Outstanding Reviewer Award, Journal of Consumer Research, 2007-2008
  • Dean’s Council Distinguished Scholar, W. P. Carey School of Business, 2007-2010
  • Member, ACR Program Committee, 2009, 2011-2014
  • Member, SCP Program Committee, 2009-2014
  • Chair, Society for Consumer Psychology Summer Conference at APA, Boston MA, 2008
  • Best Abstract Award, Transformative Consumer Research Conference, 2007
  • Runner-Up, Best Paper Award, Journal of Interactive Marketing, 2007
  • Dean’s Award for Excellence Summer Grants, 2004-2006
  • SCP-Sheth Dissertation Proposal Award, 1999
Editorships

Associate Editor 

  • Journal of Marketing Research 
  • Journal of Consumer Psychology 
  • Consumer Needs & Solutions 

Editorial Review Board

  • Journal of Consumer Research 
  • Marketing Letters 
  • Journal of Consumer Psychology (2010-2011)
  • Journal of Marketing Research (2012-2013)

Ad Hoc Reviewer

  • Journal of Marketing
  • Journal of Marketing Research
  • Marketing Science
  • Personality and Social Psychology Bulletin
  • Journal of Experimental Social Psychology
  • Organizational Behavior and Human Decision Processes
  • International Journal of Research in Marketing
  • Journal of Retailing
  • Psychological Science
  • Journal of Interactive Marketing
  • Media Psychology
  • Self and Identity
  • MIS Quarterly
  • Association for Consumer Research Conference
  • Society of Consumer Psychology Conference
  • American Psychological Association Conference
  • SCP Dissertation Competition
  • MSI Dissertation Competition
  • Howard Dissertation Competition
  • Academy of Marketing Science

 

Service
  • Doctoral Program Coordinator (2009-present)
  • Masters Standards Committee (2009-present)
  • Doctoral Studies Committee (2003-2009)
  • Fundamentals Team (2000-2006)
  • Honors Program Team (2001-2002)
  • Personnel Committee (2000-2001)
  • E-Learning and E-Marketing Team (2000-2001)
Work History
State Farm Professor of Marketing, W. P. Carey School of Business, Arizona State University: 2011-present; Associate Professor, Marketing Department, W. P. Carey School of Business, Arizona State University, 2006-2011; Assistant Professor, Marketing Department, W. P. Carey School of Business, Arizona State University, 2000-2006; Lecturer, Marketing Department, Wharton School at the University of Pennsylvania, 1997-2000.
Industry Positions
  • American Management Systems, Business Analyst, Lakewood, CO, 1995
  • Computer Power Group, Consultant, Chicago, IL, 1991-1992
  • Electronic Data Systems, Systems Engineer, Plano, TX, 1989-1991
Expertise Areas