Naomi Mandel joined the W. P. Carey School of Business as an assistant professor of marketing in 2000. Before joining W. P. Carey, Professor Mandel was a lecturer of marketing at the Wharton School of the University of Pennsylvania.
Professor 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." Her 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.
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.