Maria Rodas

Assistant Professor of Business Administration and Shebik Centennial Fellow and Gies Advanced Scholar

Contact

487 Wohlers Hall

1206 S Sixth St

Champaign, IL 61820

Listings

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

Torelli, C., & Rodas, M., Gelfand, M. & Erz, M. (Ed.) (2024). Culture and Consumer Behavior: A Review and Agenda for Future Research. The Oxford Handbook of Cross-Cultural Organizational Behavior Oxford, UK: Oxford University Press.
Torelli, C., & Rodas, M. (2024). Globally-Minded Marketing- A Cultural Approach to Building Iconic Brands. New York, USA: Springer Nature. link >
Stoner, J., & Rodas, M. (2023). Love is Blind: The Ironic Effect of Fans’ Experience on Taste Perceptions. Marketing Letters. link >
Kim, S., Goncalo, J., & Rodas, M. (2023). 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. (2023). Order Matters: Rating Service Professionals Reduces Tipping. Journal of Marketing, 87 (1), 81-96.

Other Publications

Articles

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, 161 65-78. link >
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, 28 (4).
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).

Presentations

Rodas, M., Koo, M., & Torelli, C. (2023). It’s All About Perspective: The Self-Efficacious Effect of Perspective-Changing Brands. European Association for Consumer Research.
Rodas, M. (2023). It’s All About Perspective: The Self-Efficacious Effect of Perspective-Changing Brands. University of Illinois Chicago Speaker Series, UIC.
Euh, H., Rodas, M., Shavitt, S., & Torelli, C. (2023). Starbuck’s America vs. McDonald’s America: Political Ideology and Brand Iconicity. Society for Consumer Psychology, Society for Consumer Psychology.
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

Gies Advanced Scholar, University of Illinois at Urbana-Champaign, 2024 to present
Dean's Impact Award, University of Illinois at Urbana-Champaign, 2023
List of Excellent Teachers, University of Illinois at Urbana-Champaign, 2022, 2023

Grants

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

Service

Editorial Board member, Journal of Marketing, 2023 to present

Research Interests

Branding, Multicultural Consumers, Cross-Cultural Consumer Behavior

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
Multiculturalism in Mgmt&Mktpl (MBA 549) With globalization, multiculturalism is on the rise. This cultural diversity impacts organizations, both in terms of management and in the marketplace. This course introduces the fundamentals of cross-cultural management by describing the impact of culture on interpersonal processes in organizations, discussing how culture shapes communication, decision-making, negotiation, leadership, and teamwork. Additionally, this course introduces the foundations for dealing with multiculturalism in the marketplace, discussing how culture impacts consumer behavior and how marketers can leverage these insights.