Erick Mas Headshot.jpg


I am an Assistant Professor of Marketing at the Kelley School of Business, Indiana University Bloomington. Prior to Indiana University, I was a Postdoctoral Fellow at Vanderbilt University. I have a PhD in Marketing from the University of North Texas, an MBA from Barry University, and a BS in Marketing from the University of Puerto Rico in Mayagüez.

My research uses consumer psychology to draw strategic consumer insights centered around the influence of social class, political ideology, and emotional intelligence on marketplace behaviors. Before academia, I had a career in advertising and digital marketing.




Mas, Erick M., Kelly L. Haws, and Kelly Goldsmith “Bringing Our Values to the Table: Political Ideology, Food Waste, and Overconsumption,” conditionally accepted at Journal of the Association for Consumer Research.


Dickson, Peter, Erick M. Mas, Michelle Van Solt, Tessa Garcia-Collart, and Jaclyn Tanenbaum (forthcoming), “The Influence of Senior Management and Sales Managers on Salesperson Customer Orientation and Hard Selling Orientation," Marketing Letters.

*Kidwell, Blair, Virginie Lopez Kidwell, Christopher Blocker, and Erick M. Mas (2020), “Birds of a Feather Feel Together: Emotional Ability Similarity in Consumer Interactions,” Journal of Consumer Research, 47(2), 215-236. (*All authors contributed equally to this paper).

Media coverage: Vanderbilt News 

Rixom, Jessica M., Erick M. Mas, Brett A. Rixom (2020), "Presentation Matters: The Effect of Wrapping Neatness on Gift Attitudes," Journal of Consumer Psychology, 30(2), 329-338.

Media coverage: Wall Street JournalYahoo!, AOL, Psych Central, Business Insider, Vanderbilt News, The Conversation


Mas, Erick M., Blair Kidwell, and Aparna A. Labroo “Cultural Capital and Consumer Choice,” invited for resubmission at Journal of Marketing Research.

Bae, Su Yun, Blair Kidwell, and Erick M. Mas “The Dark Side of Emotional Intelligence: How Differences in Empathy Underlie Selling (vs. Customer) Orientation,” invited for resubmission at Journal of Personality and Social Psychology.


Mas, Erick M., Angela Y. Lee, and Jiaqian (Jane) Wang “Political Identity and Green Behavior: When Conservatives Pay Heed to Advice from the Fake News,” preparing manuscript for submission to Nature


Mas, Erick M., and Blair Kidwell “In Search of Status: The Influence of Socioeconomic Status and Political Ideology on Product Acquisition Choices,” preparing manuscript for submission to the Journal of Consumer Research.

Aguirre-Rodriguez, Alexandra, Jessica Rixom, Adriana M. Bóveda-Lambie, and Erick M. Mas “Consumer Response to Foreign Brand’s Culturally Adapted Products: An Intercultural Accommodation Approach,” preparing manuscript for submission to Journal of International Marketing.





During my professional career in digital advertising, I also worked as an Adjunct Instructor teaching a variety of undergraduate marketing courses (e.g., Principles, Advertising, Sales, Global Marketing, etc.). As a PhD student, I taught Consumer Behavior and Digital and B&M Retailing in face-to-face, online, and hybrid formats. I also guest lectured for Marketing Research as a graduate student. At Vanderbilt, I have guest lectured for courses in Experimental Economics and Consumer Behavior at a graduate level. Click here for more.

(MKTG 4600 - ONLINE)

This fully online course is designed to teach students to apply findings from the fields of strategic marketing and consumer psychology to a digital retail environment. In this course, students work in an entrepreneurial capacity. A major component of the course is the development of a business plan for a fully online or mobile retailing business.

Course Syllabus (Summer 2019)

(MKTG 4120 - HYBRID)

This course is designed to teach students to apply findings from the field of consumer research to develop effective strategic marketing plans. The core goal is to provide students with a foundation for understanding, predicting, and influencing consumer behavior. Material covered will focus on practical strategic implications for marketers, with selected applications in market segmentation, marketing communications, and marketing management. Topics will include consumer and organizational behavior models and decision processes; internal influencing forces of motivation, perception, learning, personality, lifestyle, and attitudes; external influencing forces of culture, subculture, demographic, social class, reference groups, and household.

Course Syllabus (Spring 2019)

(MKTG 4600)

This course is designed to teach students to apply findings from the fields of strategic marketing and consumer psychology to a digital and brick & mortar retail environment. Students will learn to think critically and develop decision making skills related to retailing management. Topics will include types of retailers, multi-channel retailing, product assortment, retail location strategy, store layout & design, pricing, promotional strategies, customer service, and consumer buying behavior.

Course Syllabus (Fall 2018)


  • Advertising

  • Global Marketing

  • Principles of Marketing

  • Sales Strategy

  • Business Principles

  • Principles of Management

  • Professional Strategies


Erick M. Mas

Kelley School of Business
Indiana University Bloomington
1275 E 10th St
Bloomington, IN 47405