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Marketing professor Naomi Mandel's research examines consumer behavior, food decision-making and materialism.

Mandel is interested in 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 is a professor in the W. P. Carey School of Business.

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.

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Our work shows that negative messages about unhealthy food will backfire among dieters.

— Naomi Mandel, Vice