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Dr Olaya Moldes Andres

Dr Olaya Moldes Andres

Lecturer in Marketing and Strategy

Available for postgraduate supervision


I am a Lecturer (Assistant Professor) in Marketing and Strategy at Cardiff Business School.

I obtained a PhD in Social Psychology (University of Sussex), an MRes in Research Methods in Psychology (University of Sussex), an MSc in Management and Entrepreneurship (University of Sussex), and a BSc(Hons) in Communication and Media Studies (Universidad Complutense de Madrid). I also did a year abroad as an exchange student at the University of Ottawa and the University of Sussex. I have been a lecturer in marketing at De Montfort University, a visiting lecturer at the University of Brighton, and an associate tutor and module leader at the University of Sussex (School of Psychology and School of Business).

My work has been published in both marketing and psychology journals including Psychology & Marketing, the British Journal of Social Psychology, the Journal of Economic Psychology, and the Scandinavian Journal of Psychology, and has been mentioned in multiple news outlets including The Conversation, The Guardian, and Wales Online.

Before embracing a career in academia, I worked as a Marketing Manager for Hewlett-Packard, and I gained extensive experience in direct marketing as a product promoter for brands such as Samsung or Kodak, and as a communication assistant at a United Nations conference while pursuing my studies.

My primary research focus is on identity and motivational processes involved in consumption, the impact of consumption on individual and societal well-being, and the use of consumer products to define, develop, and create interpersonal relationships.


  • Fellow of the Higher Education Academy
  • PhD in Social Psychology (University of Sussex)
  • MRes in Psychological Research Methods (University of Sussex)
  • MSc in Management and Entrepreneurship (University of Sussex)
  • BSc(Hons) in Communication and Media Studies (Universidad Complutense de Madrid)

Honours and awards

  • 2022: Awarded the most downloaded paper of 2022 by the Journal Psychology & Marketing for the article titled: Has the COVID‐19 pandemic made us more materialistic? The effect of COVID‐19 and lockdown restrictions on the endorsement of materialism. 
  • 2022: Funding award: Academy of Marketing 2022. Principal Investigator.
  • 2021: Awarded top downloaded paper of 2021 by the Journal Psychology & Marketing for the article titled: Materialistic cues make us miserable: A meta‐analysis of the experimental evidence for the effects of materialism on individual and societal well‐being
  • 2019: Funding award: BA/Leverhulme Small Research Grants SRG 2018-19 [SRG1819\190659]. Co-applicant.
  • 2009 Awarded best student of the year by the department of Business and Management (University of Sussex).
  • 2008: Awarded a prize for a Social Marketing Campaign ‘Alcohol and Road’ by Santander Bank.

Academic positions

  • 2020 - present: Lecturer in Marketing and Strategy,Cardiff University
  • 2018 - 2019: Lecturer in Marketing, De Montfort University
  • 2018: Visiting Lecturer, Brighton University
  • 2013-2018: Associated Tutor and Module Leader, University of Sussex (School of Psychology and School of Business)

Speaking engagements

  • International Association for Research in Economic Psychology (IAREP) & the Society for the Advancement of Behavioral Economics (SABE) Norway, 2021.
  • International Association for Research in Economic Psychology (IAREP; Virtual Conference, 2021).
  • Association for Consumer Research ACR 2020 (Virtual Conference, 2020).
  • American Marketing Association Summer Conference in Chicago, US (2019).
  • British Psychology Society (BPS) - Symposium on Identity, University College London, UK, (2017).
  • Annual British Psychology Society Conference, Brighton, UK (2017).

Committees and reviewing

  • Ad hoc journal reviewer for Psychology & Marketing, Self & Identity, Sustainability: Science, Practice, and Policy, Journal of Consumer Behaviour, Psychological Reports, Journal of Happiness Studies, and Frontiers in Psychology.






  • BS2535 Buyer Behaviour (Year 2 - Level 5)
  • BST192 Entrepreneurial Marketing (Master - Level 7)

Research interests

  • Self and identity in consumption
  • Well-being in consumer settings
  • Materialistic values

Other publications:


I am interested in supervising PhD students in the areas of:

  • Self and identity construction in consumption
  • Consumer's well-being
  • Conspicuous consumption and materialistic values

Past projects