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Demetra Andrews - Indiana University, Kelley School of Business. Indianapolis, IN, US

Demetra Andrews Demetra Andrews

Clinical Associate Professor of Marketing | Indiana University, Kelley School of Business

Indianapolis, IN, UNITED STATES

Marketing expert theorizing decision-making in corporate and consumer contexts


Demetra Andrews joins the faculty as a clinical associate professor of marketing. Andrews most recently served as an assistant professor of marketing at Indiana University Northwest in Gary, Indiana. Before that, she served on the faculty at Florida State University and the University of Houston. Andrews also has over a decade of professional experience at companies in Texas, Illinois, California and Virginia.

Andrews received her PhD in marketing with a minor in psychology from the University of Houston. She received her MBA from the University of Texas at Austin, where she focused on marketing and finance. Her research has been published in several peer-reviewed journals, including Journal of Retailing and Consumer Services, Journal of Risk and Insurance, Journal of Retailing, Academy of Marketing Studies Journal and Psychology & Marketing. Andrews also has received numerous honors and awards, including the 2016 IU Northwest Trustee’s Teaching Award.

Industry Expertise (6)

Market Research Corporate Leadership Research Human Resources Management Consulting Education/Learning

Areas of Expertise (4)

Developing Consumer Confidence Decision-Making Marketing Strategy for Entrepreneurs Career Assessment

Articles (5)

Product information and consumer choice confidence in multi-item sales promotions Journal of Retailing and Consumer Services


This research augments efforts to produce a richer understanding of the drivers of consumer choice confidence. It examines the interplay between two marketing interventions that consumers encounter in retail marketplaces, diagnostic product information and multi-item sales promotions. Results indicate that the influence of product information varies as a function of sales promotion format. The information effect is weaker when consumers are allowed to select the products that will be included in the promotion. Perception of information adequacy is revealed as a mediator of the information diagnosticity effect. The implications for marketing theory and promotional strategy are discussed.

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The interplay of information diagnosticity and need for cognitive closure in determining choice confidence Psychology & Marketing


This research augments efforts to produce a richer understanding of the drivers of choice confidence. It investigates the interplay of a contextual factor that is readily influenced by marketing channel members (i.e., information diagnosticity) and an individual difference variable that alters the nature and extent of information processing (i.e., Need for Cognitive Closure; NFCC). Findings from two experimental studies demonstrate a positive influence of NFCC on choice confidence when information diagnosticity is low, but not when it is high. Furthermore, at high levels of NFCC, the influence of information diagnosticity is fully attenuated such that people with high NFCC derive equivalent choice confidence from information that is high or low in diagnosticity. The NFCC effect appears to operate by undermining the influence of information diagnosticity on perceptions of information adequacy and performance expectations. This research holds implications for marketing communications strategy, targeted marketing practices, and public policy.

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Choice Facilitating Effects of Online Shopping Agents in the Face of Missed Opportunities ACR North American Advances


Prior research on the effects of missed opportunities has demonstrated increased likelihood of brand switching and choice deferral following a missed sale on a desired item. These studies have typically considered decisions made by the consumer without external assistance. However, recent reports and observations indicate that consumers are increasingly employing Internet-based decision aids to extend search efforts and to facilitate choice. Findings from three studies suggest that online shopping agents are efficacious in mitigating the negative consequences of missed sales and special offers. Moreover, these choice facilitative effects manifest even when the shopping agent causes an opportunity to be missed.

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Mysimon Sez: Reducing Negative Consequences of Missed Sales Via Online Shopping Agents ACR North American Advances


Inaction inertia occurs when people pass on a good deal because they have previously missed out on a great one. This behavior may produce negative consequences for consumers in the form of forestalled realization of utility and for commercial entities in the form of denied revenues and possibly negative word-of-mouth if the consumer believes the current offer to be unfair or unreasonably high-priced. This research finds evidence that use of an online shopping agent can reduce the likelihood of inaction inertia and thus, may mitigate some negative consequences of a missed sale.

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A strategic perspective on sales promotions MIT Sloan Management Review


hile most managers would think long and hard before bringing to market a product that lacked patent protection and could be easily imitated, many invest in sales promotions sweepstakes, coupons, time-limited price discounts, free gifts or samples, special events, displays, membership rewards, consumer-directed promotions and so on that are easier to imitate than the simplest new product.

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