Maria Rodas

Assistant Professor of Marketing
Room / Office

Ph.D., University of Minnesota; M.B.A., Columbia Business School; A.B., Harvard University

Maria Rodas is an Assistant Professor of Marketing at USC’s Marshall School of Business. Her research interests focus on branding, cross-cultural consumer behavior, and consumer wellbeing. In 2018, she received AMA’s Matthew Joseph Emerging Scholar Award. Prior to working in academia, Professor Rodas spent a decade working in management consulting and in the consumer packaged goods industry. Her industry experience is predominantly in brand management, having worked with brands such as Yoplait, Old El Paso, Wrigley’s Extra Gum, and Palmolive. She teaches classes on consumer behavior. Previously, she taught at the University of Minnesota.
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Alison Xu, Maria Rodas, Carlos Torelli () "Generosity without borders: The interactive effect of spatial distance and donation goals on charitable giving ,"  Organizational Behavior and Human Decision Processes  161, 65-78.
Maria Rodas, Deborah John () "The secrecy effect: Secret consumption increases women’s product evaluations and choice ,"  Journal of Consumer Research.
Maria Rodas, Rohini Ahluwalia, Nicholas Olson () "A path to more enduring happiness: Take a detour from specific emotional goals ,"  Journal of Consumer Psychology  28, 673-681.
Andrew Kaikati, Carlos Torelli, Karen Winterich, Maria Rodas () "Conforming conservatives: How salient social identities can increase donations ,"  Journal of Consumer Psychology  27, 422-434.
Carlos Torelli, Maria Rodas () "Tightness-looseness: Implications for consumer and branding research ,"  Journal of Consumer Psychology  27, 398-404.