2016 Best 40 Under 40 Professors: Andrea Morales, W. P. Carey School of Business

Andrea Morales

J. Willard & Alice S. Marriott Foundation Professor of Marketing

W.P. Carey School of Business, Arizona State University

Andrea Morales is an endowed professor in marketing and has published 20 peer-reviewed articles and three book chapters since 2005. Her research focuses predominantly on social influence and emotions in consumer contexts. She’s has received multiple awards for research and teaching, including the Society of Consumer Psychology Early Career Contribution Award and the American Marketing Association’s Erin Anderson Award for Emerging Female Marketing Scholar and Mentor. Twice, Dr. Morales was selected by students for the Outstanding MBA Teaching award and recognized as Outstanding Latina Faculty for research in Arizona.

She is regularly invited to present at top universities, conferences, and doctoral consortiums, and her research has been featured in major media outlets like USA Today, NPR, the New York Times and the Financial Times. Currently, she is associate editor for Journal of Consumer Research, the top journal in her field, and on the editorial review boards of two other leading marketing publications.

Age: 39

At current institution since: 2005

Education: Ph.D. Marketing, The Wharton School, University of Pennsylvania (2002); M.S. Marketing, The Wharton School, University of Pennsylvania (2000); B.A. Economics and Plan II (Honors Liberal Arts), The University of Texas at Austin (1997)

Courses you currently teach: Marketing Management to full-time MBA students and a doctoral seminar in Consumer Behavior

Professor you most admire: My dissertation advisors, Barbara Kahn and Gavan Fitzsimons, and my colleagues and co-authors, Steve Nowlis and Darren Dahl. Not only are they 4 of the most productive scholars and masterful teachers in the field, they are also some of the most supportive, encouraging, and inspiring mentors a person could have. I’m incredibly grateful to have had the opportunity to learn from and work with each of them.

“I knew I wanted to be a b-school professor when..I know most people on this list probably decided to become a professor because they had a thirst for knowledge and a passion for research, but I’m afraid to say I’m not one of them. I decided to apply to graduate school because I wanted to be a teacher — a college teacher — and my understanding was that you needed a PhD to teach at the college level. To say that I was young and naive is an understatement. Thankfully, once I started my doctoral program, in addition to having a desire to teach, I quickly fell in love with research and the idea of actually creating and disseminating knowledge. Wow. I’m still amazed that I get to do this for a living.”

“If I weren’t a b-school professor…” I would probably be a stay-at-home mom and volunteer at my kids’ school and use my marketing knowledge to help non-profit organizations. Or a sno-cone girl. That was my job in high school and I still get to use those skills making sno-cones at birthday parties. Not once at a birthday party has anyone asked me to give a lecture or review an academic article, so I’m happy to have a more appreciated, value-adding skill set.

Most memorable moment in the classroom or in general as a professor: Last year, on the final day of my MBA course, as soon as I walked into the room the entire class stood up and starting clapping and didn’t stop for a solid 5 minutes. When I asked them what that was for they

said they just wanted to thank me for a great course and make me feel appreciated. It was by far the grandest “thank you” I’ve ever gotten, but anytime students acknowledge or thank me for something I’ve taught them it’s incredibly gratifying, in whatever form it comes.

What professional achievement are you most proud of? Getting promoted to full professor and learning I had been named the Marriott Foundation Professor of Marketing. My younger son, who was 3 years old at the time, was with me when I got the official call from my dean and department chair. His response to my exciting news, “Can I ride my scooter?”

What do you enjoy most about being a business school professor? Being able to come up with interesting questions and finding creative and compelling ways to answer them. My job primarily is to be curious and to think, and to encourage others to do the same. It’s fun, challenging, and incredibly rewarding!

What do you enjoy least about being a business school professor? Nobody likes grading, but dealing with academic integrity violations are the worst. Absolutely horrible for everyone involved.

Fun fact about yourself: I won the W.P. Carey School faculty/staff talent show by high kicking to the “Cotton-Eyed Joe.” Also, I sleep with my eyes open.

Favorite book: The Lion, the Witch, and the Wardrobe by C. S. Lewis.

Favorite movie: The Lord of the Rings trilogy, The Empire Strikes Back (and the original Star Wars trilogy), Gladiator, Anchorman, Old School, Groundhog Day, Dumb and Dumber, Real Genius  – basically I have the same taste in movies as a 12-year-old boy…

Favorite type of music: Mostly rock/pop, but I grew up in Texas, so country sneaks in there once in a while. Really anything that makes you want to get up and dance works for me.

Favorite television show: Saturday Night Live (back when it was still funny), The Tonight Show Starring Jimmy Fallon, and Game of Thrones

Favorite vacation spot: I’d have to say Kauai, but I’ve been to Disneyland more than anywhere else in the last 10 years.

What are your hobbies? Running, hiking, dancing, baking, watching sports and movies, and spending time with my husband and two boys.

“If I had my way, the business school of the future would have…high-speed zip lines.”

Students say…

“Professor Morales is one of the most impactful, inspiring, and engaging teachers that I have had the pleasure to learn from. Her energy, grit, and passion for marketing and her students is beyond measure. I know that I speak for all of my classmates when I say that Professor Morales has left a profound mark on not only our passion for marketing, but also our passion for the institution that recognizes her, the W.P. Carey School of Business.”

Jadin Kusman

“Dr. Andrea Morales (aka Dr. Dre) is passionate about the subject she teaches. She created a very open and fun environment for learning her subject. Most of her case studies were interesting by nature or became interesting due to the way she presented them. I always came to class expecting to learn and have fun at the same time. I don’t think many professors have figured out how to do that, but Dr. Dre has. She respectfully answered questions and elaborated on the difficult concepts so people like me, who were completely new to marketing, could understand them and apply them to the real world. What is also impressive is that she is a leading researching in her field and an amazing teacher, which is not always the case. I can honestly say she was one of the best professors I have had the pleasure of taking a course from in my time at W.P. Carey.”

Matt Meads

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