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Marketing faculty and research

The Department of Marketing's dedicated faculty members are committed to advancing the field of marketing through excellence in education, knowledge development, and interdisciplinary research. They have won numerous prestigious industry, academic, and teaching awards, highlighting the positive impact they've had on their communities.

Our faculty members frequently publish innovative marketing research in leading academic journals, including premier journals in marketing and other related disciplines as well as many other high quality marketing journals. As contributors and editors of prominent academic publications, they present their research at major institutions and academic and industry conferences. They also share marketing expertise with large corporations and small businesses and mentor students in pursuing career interests

Faculty directory News and Research Articles

Research in action

Our faculty members are well known for remarkable research productivity in marketing studies, placing us among the top business schools. Their research contributions drive impact in various industries by influencing how businesses address performance outcome challenges. Marketing faculty research interests include consumer behavior, service strategy, quantitative marketing, brand management, marketing strategy, digital marketing, sports business, and professional sales.

Connect with W. P. Carey School's media relations team to speak with marketing department faculty experts and make your reporting come to life.

Center for Services Leadership

Established in 1985, the Center for Services Leadership (CSL) was founded as a unique research center focused on solving common service challenges for companies to give them a competitive edge. It pioneered the study of service, becoming a globally recognized authority and thought leader. CSL researchers and industry partners advance service innovation by combining scientific insights from services research with applicable business service strategies.

Robert B. Cialdini Behavioral Research Lab

The Robert B. Cialdini Behavioral Research Lab focuses on consumer behavior, studying what affects consumers to buy certain products, brand loyalty, green attitudes, and other concerns that pertain to companies, products, and consumers. Faculty members and doctoral students conduct hundreds of behavioral experiments yearly, producing cutting edge and impactful marketing research published in top academic journals.

Featured faculty and publications

Andrea Morales

Andrea Morales is a marketing professor and the Dr. Lonnie L. Ostrom Chair in business and has won numerous teaching awards. She is an Associate Editor for the Journal of Marketing. Her research interests include consumer behavior, social psychology, and marketplace inclusion. Morales co-authored an article about photo integration and product customization. "We found that consumers are less inclined to spread positive word of mouth about photo-integrated products and even less likely to purchase them," she says.

Martin Mende

Martin Mende is a marketing professor and the J. Willard and Alice S. Marriott Foundation Professor in Services Leadership. He is also an Associate Editor for the Journal of Marketing and the Journal of Marketing Research. His research specialty is in services marketing strategy and technology. He recently co-authored an academic article with Maura Scott about how the health care industry can integrate service robots. "We found that people preferred for the human to be in charge as the team leader," he says.

Neeru Paharia

Neeru Paharia is a marketing professor who researches and teaches consumer behavior, branding, sustainability, marketing management, and political consumption. She is currently an Associate Editor for the Journal of Marketing. Her recent consumer behavior research examined why consumers opt for quantity over quality and provided recommendations for how fashion brands can market. "Our research shows that priming customers to think about how higher-quality goods last longer can reverse this effect,” says Paharia.

Maura L. Scott

Maura Scott is a marketing professor, the Edward M. Carson Chair in services marketing, an in-coming editor for the Journal of Marketing, and serves on the Board of Directors of the American Marketing Association. Her research interests include consumer behavior, consumer and societal well-being, and services marketing. She was the winner of the 2024 Bradford-Osborne Research Award. Scott co-authored an academic article with Martin Mende about how hospitals can adopt cobotic health care. "As patients transition into being served by cobotic teams, giving them the choice of paying to opt out may be a solution," she says.

Faculty inclusive excellence

The Association to Advance Collegiate Schools of Business (AACSB) initiated The PhD Project in 1994 to support underrepresented minorities in obtaining business PhDs and professorships. In 2022, The PhD Project partnered with The Tenure Project to assist underrepresented junior faculty seeking tenure at business schools.

As part of our commitment to inclusive excellence, W. P. Carey School is one of 30 business schools that have partnered with The PhD Project since its inception. Martin Mende, Maura Scott, Detra Montoya, Adriana Samper, and Andrea Morales are marketing department faculty members actively involved as mentors, educators, committee members, and presenters. Mende received The PhD Project's Circle of Compadres award, honoring outstanding mentors to doctoral students.