research statement

My research program examines the role of cultural belief systems (e.g., religion, environmental beliefs, service cultures, health care culture, cultures of vulnerability, celebrity culture) in shaping consumer behavior and well-being. Specifically, I am interested in exploring how consumers react to internal and external threats to their cultural belief systems through subsequent emotions, cognitions, and behaviors. I conduct this research in important substantive domains such as health care, pro-environmental decision making, food and health, media, and vulnerable communities. My research also includes high-quality research collaborations with industry leaders in service and retail, such as the Mayo Clinic, that build theory while also informing practice and policy. Current projects utilize multiple methodologies including lab and online experiments, surveys, ethnography, and field experiments. Through my research, I aim to promote consumer, service provider, societal, and environmental well-being via consumer confessions, food morality, health care interactions and policies, and retail configurations.



“Consumer Confessions: Implications for Self-regulation and Well-being”

Committee: Naomi Mandel (Co-Chair), Adam B. Cohen (Co-Chair), Andrea C. Morales, and Adriana Samper

Abstract: When consumers fail in their dieting, environmental, or budgeting goals, they may confess to friends or family about their bad behavior. My dissertation seeks to understand how consumer confession affects emotional well-being and subsequent consumer behaviors. Across a series of studies, I find that contrary to intuitions, confessing (vs. merely reflecting) about a past environmental transgression increases negative self-conscious emotions (guilt and shame), which motivate subsequent repentant green behaviors. Furthermore, as a result of differing religious ideologies, Catholics (vs. Non-Catholics) are most likely engage in compensatory behaviors after confessing, as means to seek forgiveness and absolution.

peer-reviewed publications

  • Daniele Mathras, Adam B. Cohen, Naomi Mandel, and David Glen Mick (forthcoming April 2016). “The Effects of Religion on Consumer Behavior: A Conceptual Framework and Research Agenda,” Journal of Consumer Psychology.
  • Søren Askegaard, Nailya Ordabayeva, Pierre Chandon, Tracy Cheung, Zuzana Chytkova, Yann Cornil, Canan Corus, Julie A. Edell Britton, Daniele Mathras, Astrid Franziska Junghans, Dorthe Brogaard Kristensen, Ilona Mikkonen, Elizabeth G. Miller, Nada Sayarh, and Carolina Werle (2014). Moralities in food and health researchJournal of Marketing Management, 30(17–18), 1800–1832. (Special issue from the 2013 Transformative Consumer Research Conference in Lille, France).

selected research in progress

  •  “Consumers with Stars in their Eyes: The Influence of Celebrity Product Placement on Brand Perceptions and Behaviors.” Adriana Samper, Daniele Mathras, Andrea C. Morales, and Freeman Wu.
  • “Transformative Service Research: Alternative Lenses for Examining the Relationship between Services and Well-being.” Laurel Anderson, Daniele Mathras, Amy L. Ostrom, and Mary Jo Bitner.
  • “The Intersection of Religion, Government, and Consumer Freedoms.” Frank Cabano, Esi Elliot, Meryl P. Gardner, Naomi Mandel, Daniele Mathras, and Elizabeth Minton (TCR 2015 Religion Track paper).
  • “Services as Cultural Worlds: Well-being Implications of Going Between Collective and Service Worlds.” Laurel Anderson and Daniele Mathras.
  • “Effects of Consumer Vulnerability on Service Evaluations and Well-being Outcomes.” Laurel Anderson, Daniele Mathras, Richard Caselli, M.D., and Denise M. Kennedy (Research conducted with the Mayo Clinic).
  • “Confession Typologies: The Role of Religious Beliefs in Shaping Consumer Confessions.” Daniele Mathras.
  • “Opting Into Confession: When and Why Consumers Turn to Confession.” Daniele Mathras.
  • “The Physiology of Vulnerability within Service Interactions.”Laurel Anderson, Daniele Mathras, Donald Northfelt, M.D., Bhavesh Patel, M.S., John Fasolino, M.D., David Gullen, M.D., and Duane Herst, Ph.D. (Research conducted with the Mayo Clinic).
  • “The Effects of Retail Layouts on Consumer Moral Self-Regulation during Shopping Experiences.” Daniele Mathras, John L. Lastovicka, Per Kristensson, and Anders Gustafsson (Research to be conducted with large grocery chain).

book chapters

  • Ostrom, Amy L., Daniele Mathras, and Laurel Anderson (2014), “Transformative Service Research: An Emerging Subfield Focused on Service and Well-Being,” in Handbook of Service Marketing Research, Roland T. Rust and Ming-Hui Huang eds., Northampton, MA: Edward Elgar Publishing, Inc.
  • Mathras, Daniele, Katherine E. Loveland, and Naomi Mandel (2013), “Media Image Effects on the Self,”in Routledge Companion to Identity and Consumption, Russell Belk and Ayalla Ruvio eds., New York, NY: Routledge.

research assistantship

  • Manager, Marketing Behavioral Lab, W.P. Carey School of Business, Arizona State University (2012 – 2013, three semesters)
  • For more information on the ASU Marketing Behavioral lab, see knowmkt article.

transformative service research