Faculty Directory

Nailya Ordabayeva

Associate Professor of Business Administration

Email

nailya.ordabayeva@tuck.dartmouth.edu

Phone

603-646-1773

Personal Website

https://www.nailyao.com/

Degree

PhD, INSEAD, 2010; MSc, INSEAD, 2007; BSc, Bilkent University, 2005

Areas of Expertise

Social perception, effects of economic inequality and social hierarchies on consumer purchase decisions, sensory perception, well-being

Bio

Nailya Ordabayeva is an associate professor at the Tuck School of Business in the Marketing group. She is originally from Kazakhstan, and before joining the Tuck School she was a faculty member at Boston College and Erasmus University. Nailya studies how social hierarchies, economic inequality, and sensory perception shape consumer purchase decisions. Her research has received wide press coverage, including in The New York Times, The Wall Street Journal, Fortune, Forbes, BBC, and Harvard Business Review, and her scholarly contributions have been recognized by multiple awards, such as the Society for Consumer Psychology Early Career Contribution Award, Journal of Consumer Research Best Article Award, and best-paper awards at various conferences. Nailya’s teaching has been similarly recognized by the Poets & Quants’ Favorite MBA Professors list and Teaching Star awards at Boston College. Nailya actively contributes to the marketing community through associate editorships at the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology, and leadership roles in flagship organizations (American Marketing Association Academic Council, Association for Consumer Research Board).

Current Research Topics

  • Effects of social hierarchies and economic inequality on consumers’ purchase decisions
  • Role of political ideology in the marketplace
  • Impact of consumers’ sensory perceptions on well-being
  • Perceptions of package and portion size

Professional Activities

Academic positions

  • Associate Professor of Business Administration, Tuck School of Business at Dartmouth, 2022–present
  • Associate Professor of Marketing and Hillenbrand Family Faculty Fellow, Carroll School of Management, Boston College, 2021–22
  • Associate Professor of Marketing, Carroll School of Management, Boston College, 2019–21
  • Visiting Assistant Professor of Marketing, S. C. Johnson Graduate School of Management, Cornell University, 2016, 2019
  • Assistant Professor of Marketing, Carroll School of Management, Boston College, 2014–19
  • Assistant Professor of Marketing, Rotterdam School of Management, Erasmus University, 2010–14

Editorial positions

  • Associate Editor, Journal of Consumer Research, 2021–present
  • Associate Editor, Journal of Consumer Psychology, 2021
  • Associate Editor, Journal of Marketing Research, 2020–present
  • Member, Editorial Review Board, Journal of Marketing, 2020–present
  • Member, Editorial Review Board, International Journal of Research in Marketing, 2019–present    

Additional leadership roles

  • Academic Council Member, American Marketing Association
  • At-Large Director, Association for Consumer Research
  • Co-Chair, Society for Consumer Psychology Conference 
  • Co-Chair, Association for Consumer Research Early Career Workshop 
  • Co-Chair, European Marketing Association Doctoral Symposium 
  • Co-Chair, American Marketing Association Winter Conference Consumer Behavior Track

Awards

  • Marketing Science Institute Scholar, 2023
  • Outstanding Reviewer Award, Journal of Marketing, 2022
  • Outstanding Reviewer Award, International Journal of Research in Marketing, 2021
  • Ferber Award Honorable Mention, Journal of Consumer Research, 2021 and 2020
  • Favorite MBA Professors of the Class of 2020, Poets & Quants, 2020
  • Society for Consumer Psychology Early Career Contribution Award, 2019
  • Boston College Carroll School Teaching Star, 2019
  • Outstanding Reviewer Award, Journal of Consumer Research, 2018–19
  • Outstanding Reviewer Award, Journal of Consumer Psychology, 2018–19
  • Frank Nicosia Best Competitive Paper Award Honorable Mention, Association for Consumer Research Conference, 2018
  • Best Paper Award, European Association for Consumer Research Conference, 2018
  • Best Paper Award, Monaco Symposium on Luxury, 2018
  • Boston College Carroll School Teaching Star, 2017
  • Best Article Award, Journal of Consumer Research, 2014
  • Winner, Netherlands Organization for Scientific Research VENI grant, € 250,000, 2011-14
  • High Performance Award, Erasmus Research Institute of Management, 2013
  • Best Paper Award Finalist, Syntec Management Consulting Association of France, 2011
  • Best Paper Award Finalist, London Business School Transatlantic Doctoral Conference, 2008
  • Academic Excellence Award, Ministry of Education of the Republic of Kazakhstan, 2004
  • Academic Excellence Award, United States Department of Defense Education Activity, 2001

Working Papers

  • With S. Caprioli and C. Fuchs, “Brand Prominence”
  • With D. Goor and A. K. Dafna, “Personal Documentation”
  • With A. C. Jones and R. Vaidyanathan, “Solicitor Wealth”

Selected Publications

  • With A. Cakanlar, “How Economic System Justification Shapes Demand for Peer-to-Peer Providers,” Journal of Consumer Psychology, accepted
  • With M. Lisjak, “How Political Ideology Shapes Preferences for Observably Inferior Products,” Journal of Consumer Research, 2022, in press
  • With L. A. Cavanaugh and D. W. Dahl, “The Upside of Negative: Social Distance in Online Reviews of Identity-Relevant Brands,” Journal of Marketing, 2022, in press
  • With D. Fernandes, K. Han, J. Jung, and V. Mittal, “How Political Identity Shapes Customer Satisfaction,” Journal of Marketing, 2022, in press
  • With Q. Chen and Y. Wang, “The Role of Luxury Consumption in Women’s Mate Screening Pursuits,” Journal of Consumer Research, 2022, in press
  • With M. Lisjak, “Perceiving, Coping with, and Changing Economic Inequality in the Marketplace,” Journal of Consumer Psychology, 2022, 3(1), 165–74
  • With M. Lisjak and A. C. Jones, “How Social Perceptions Influence Consumption for Self, for Others, and Within the Broader System,” Current Opinion in Psychology, 2022, 43 (February), 30–5
  • With D. Goor and A. Keinan, “Status Pivoting,” Journal of Consumer Research, 2021, 47(6), 978–1002
  • With D. Dubois and S. Jung, “The Psychology of Luxury Consumption,” Current Opinion in Psychology, 2021, 39 (June), 82–7
  • With P. Desmichel and B. Kocher, “What If Diamonds Did Not Last Forever? Signaling Status Achievement through Ephemeral versus Iconic Luxury Goods,” Organizational Behavior and Human Decision Processes, 2020, 158 (May), 49-65
  • With D. Goor, A. Keinan, and S. Crener, “The Impostor Syndrome from Luxury Consumption,” Journal of Consumer Research, 2020, 46 (April), 1031-51
  • “Similar but Unequal: Political Polarization in the Effects of Perceived Social Similarity on Support for Redistribution,” Journal of Experimental Social Psychology, 2019, 84 (September), 103811
  • With R. Srinivasan, “The Effect of Salience of the Sound of Food on Consumption,” Appetite, 2019, 138, 260–8
  • With D. Fernandes, “Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy,” Journal of Consumer Research, 2018, 45 (August), 227–50
  • With P. Chandon, “The Accuracy of Less: Natural Bounds Explain Why Quantity Decreases Are Estimated More Accurately than Quantity Increases,” Journal of Experimental Psychology: General, 2017, 146 (2), 250–68
  • With Y. U. Kaiser, B. Weber, and P. Chandon, “The Acuity of Vice: Attitude Ambivalence Improves Visual Sensitivity to Increasing Portion Sizes,” Journal of Consumer Psychology, 2014, 24 (2), 177–87
  • With P. Chandon, “Predicting and Managing Consumers’ Package Size Impressions,” Journal of Marketing, 2013, 77 (September), 123–37
  • With P. Chandon, “Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers,” Journal of Consumer Research, 2011, 38 (June), 27–41