Aarti Ivanic

Aarti Ivanic
Office: Olin Hall 239

Associate Professor of Marketing

  • PhD, University of Southern California, Marketing
  • MS, Purdue University, Applied Statistics
  • BS, Purdue University, Business Management

Aarti Ivanic’s academic research focuses on consumer behaviors such as nutrition, advertising responses, product preferences and willingness to pay. Additionally, her research examines the effects of status hierarchies and race/ethnicity on purchasing behavior. She has conducted community-based field studies which explore the health and fitness habits of middle-school students.

At the School of Business, Ivanic teaches Marketing Research and Marketing Analytics at the undergraduate and MBA level.

Prior to receiving her PhD in marketing from the University of Southern California, Ivanic worked as a management consultant at Booz & Co. (now Strategy&, part of the PWC network) for three years. She worked on several projects designed to understand how consumers behave and the different strategies firms can employ in order to retain current customers while attracting a new consumer segment. Additionally, she examined the effectiveness of in-store trade promotions in the consumer packaged industry and market segmentation strategies to identify growth opportunities.

Currently, Ivanic is an advisory board member to the Skinny Gene Project, a San Diego based nonprofit whose mission is to “educate and empower others to prevent type 2 diabetes.”

Areas of Expertise

race/ethnicity, loyalty programs, nutrition, consumer behavior

Awards

  • Faculty Research Award, 2015

Selected Publications

  • Ivanic, A. (2016) To Choose (Not) to Eat Healthy: Social Norms, Self-Affirmation and Food Choice, Psychology and Marketing, 33(8), 595-607.
  • Ivanic, A. (2015) Status Has Its Privileges: The Psychological Benefits of Status-Reinforcing Behaviors, Psychology and Marketing, 32(7), 697-708.
  • Ivanic, A., Bates, K., Somasundaram, T. (2014) The Role of the Accent in Radio Advertisements to Ethnic Audiences: Does Emphasizing Ethnic Stereotypes Affect Spokesperson Credibility and Purchase Intention?, Journal of Advertising Research, 54(4), 407-419.
  • Ivanic, A., Overbeck, J., Nunes, J. (2011) Status, Race and Money: The Impact of Racial Hierarchy on Willingness-to-Pay, Psychological Science/Sage, 22(12), 1557-1566.