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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

Consumer researcher focused on internal and external factors that influence consumer confidence and readiness-to-act.



Demetra Andrews is a Clinical Associate Professor of Marketing with the Indiana University Kelley School of Business. She holds a PhD in Marketing from the University of Houston and an MBA in Marketing and Finance from University of Texas at Austin.

Since 2005, Andrews has led a variety of marketing courses, including marketing principles, marketing strategy, principles, marketing for entrepreneurs, retailing, and consumer behavior, and she has conducted numerous workshops on effective goal setting and pursuit. Her expertise spans graduate, undergraduate, executive, in-class, and online educational formats.

Andrews is the recipient of the Otteson Teaching Award, the IU Northwest Trustees Teaching Award, and the Tonja Eagan Service Award for her work as the coordinator of the Introduction to Business Administration at IUPUI.

Andrews is a consumer researcher and focuses primarily on internal and external factors that influence consumer confidence and readiness-to-act. Her research has been published in several journals, including Journal of Retailing, Psychology & Marketing, Journal of Retailing and Consumer Services, and Journal of Risk and Insurance. Andrews' research has earned the Firooz Hekmat Award and the McGraw-Hill/Irwin Distinguished Paper Award. Her paper titled "Against the Green: A Multi-Method Examination of the Barriers to Green Consumption" was recognized as one of the most highly cited works published in the Journal of Retailing from 2014-2016.

Prior to entering academia, Andrews enjoyed a successful decade in industry developing and implementing domestic and international marketing strategies for companies such as American Airlines, Mobil Oil, United Airlines, and her own entrepreneurial venture that provided college and career planning courses for students K-12 and at the college-level.

Areas of Expertise (10)

Consumer Research

Choice Confidence

Developing Consumer Confidence


Marketing Strategies for Entrepreneurs

Marketing Strategy Development

Goal-Setting and Pursuit

Online Education

Career Assessment

Career Planning

Accomplishments (3)

Schuyler F. Otteson Undergraduate Teaching Excellence Award (professional)


Tonja C. Eagan Service Award (professional)


IU Northwest Trustees Teaching Award (professional)


Education (2)

University of Houston: Ph.D., Marketing 2009

University of Texas at Austin: M.B.A., Marketing and Finance 1994

Articles (5)

Product information and consumer choice confidence in multi-item sales promotions

Journal of Retailing and Consumer Services

2016 This research augments efforts to produce a richer understanding of the drivers of consumer choice confidence.

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

Psychology & Marketing

2013 This research augments efforts to produce a richer understanding of the drivers of choice confidence.

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Choice Facilitating Effects of Online Shopping Agents in the Face of Missed Opportunities

ACR North American Advances

2013 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.

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Mysimon Sez: Reducing Negative Consequences of Missed Sales Via Online Shopping Agents

ACR North American Advances

2008 Inaction inertia occurs when people pass on a good deal because they have previously missed out on a great one.

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A strategic perspective on sales promotions

MIT Sloan Management Review

2007 While 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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