Maria Rodas

Maria Rodas

Assistant Professor of Business Administration and Shebik Centennial Fellow

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Educational Background

  • Ph.D., Business Administration, Marketing, Carlson School of Management, University of Minnesota, 2019
  • M.B.A., Graduate School of Business, Columbia University, 2007
  • A.B., Cum Laude, Economics, Harvard College, Harvard University, 2001

Positions Held

  • Assistant Professor, Marshall School of Business, University of Southern California, 2019-2021
  • Brand Manager, Marketing, Wm. Wrigley Jr. Co., 2009-2010
  • Brand Manager, Marketing, General Mills, 2007-2013
  • Assistant Brand Manager, Marketing, Colgate-Palmolive, 2006-2006
  • Consultant, Management Consulting, Monitor Deloitte, 2001-2005

Recent Publications

  • Kim, S., Goncalo, J., & Rodas, M. Forthcoming. The Cost of Freedom: Creative Ideation Boosts Both Feelings of Autonomy and the Fear of Judgment. Journal of Experimental Social Psychology.
  • Chen, J., Xu, A., Rodas, M., & Liu, X. (2022). Order Matters: Rating Service Professionals Reduces Tipping Amount. Journal of Marketing.  link >
  • Rodas, M., John, D., & Torelli, C. (2021). Building brands for the emerging bicultural market: The appeal of paradox brands. Journal of Consumer Research.
  • Xu, A., Rodas, M., & Torelli, C. (2020). Generosity without Borders: The Interactive Effect of Spatial Distance and Donation Goals on Charitable Giving. Organizational Behavior and Human Decision Processes.

Other Publications


  • Rodas, M., & John, D. (2019). The Secrecy Effect: Secret Consumption Increases Women’s Product Evaluations and Choice. Journal of Consumer Research.
  • Rodas, M., Ahluwalia, R., & , N. (2018). A Path to More Enduring Happiness: Take a Detour from Specific Emotional Goals. Journal of Consumer Psychology.
  • Kaikati, A., Torelli, C., Winterich, K., & Rodas, M. (2017). Conforming Conservatives: How Salient Social Identities Can Increase Donations. Journal of Consumer Psychology.
  • Torelli, C., & Rodas, M. (2017). Tightness-Looseness: Implications for Consumer and Branding Research. Journal of Consumer Psychology.

Book Chapters

  • Torelli, ., Rodas, M., & Lahoud, P., H. van Herk and C. Torelli (Ed.) (2017). Culture and Consumer Behavior. Cross Cultural Issues in Consumer Science and Consumer Psychology: Current Perspectives and Future Directions ( pp. 46-68). Cham: Springer.
  • Torelli, C., & Rodas, M., C. V. Jansson-Boyd and M. J. Zawisza (Ed.) (2016). Globalization, Branding, and Multicultural Consumer Behavior. Routledge International Handbook of Consumer Psychology ( pp. 41-58). New York, NY: Taylor & Francis.

Books and Monographs

  • Torelli, C., Rodas, M., & Stoner, J. (2017). The Cultural Meaning of Brands. Foundations and Trends in Marketing ( pp. 153-214).


  • Euh, H., Rodas, M., Torelli, C., & Shavitt, S. (2022). We Live in Different Americas: Political Ideology Shapes Perceptions of American Culture and Iconic Brands. Association for Consumer Research, Association for Consumer Research.
  • Bae, H., Rodas, M., & John, D. (2022). Consumer Multicultural Experiences: Need for a New Measurement and Its Implications. Boutique Conference on The Global Consumer: Insights from Cross-Cultural Research, Society of Consumer Psychology.

Honors and Awards

  • List of Excellent Teachers, University of Illinois at Urbana-Champaign, 2022, 2023


  • Political Polarization and Cultural Orientation Across the Globe, Gies College of Business, University of Illinois at Urbana-Champaign, 2023-2026
  • Junior Faculty Grant, University of Illinois at Urbana-Champaign, 2022 to present
  • Multicultural Insights Lab, Gies College of Business, 2021-2022

Current Courses

  • Consumer Behavior (BADM 325) Studies the factors affecting customer behavior in household and organizational markets and their relevance for marketing management planning and analysis; provides an overview of explanations of consumption differences anchored in socioeconomic, demographic, cultural, and psychological processes; and surveys buyer decision-making processes and their implications for marketing strategy.

  • Brand Management (BADM 330) Brand Management is an advanced Marketing elective that addresses the key issues of brand asset management faced by firms in the 21st century. Class discussions will focus on providing theoretical tools for uncovering and understanding the associations that consumers establish with their brands, for predicting the effects of these associations on brand-related judgments and behaviors, and for devising strategies for building strong brands


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