![Olaya Moldes Andres](https://profiles-cardiff.imgix.net/attachments/4440?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Olaya Moldes Andres
(she/her)
Senior Lecturer
- Available for postgraduate supervision
Overview
I am a Senior Lecturer (Associate Professor) in Marketing and Strategy at Cardiff Business School.
I hold a PhD in Social Psychology from the University of Sussex, an MRes in Research Methods in Psychology, an MSc in Management and Entrepreneurship, and a BSc(Hons) in Communication and Media Studies. My academic journey also includes a year abroad as an exchange student at the University of Ottawa and the University of Sussex.
Before my academic career, I worked as a Marketing Manager at Hewlett-Packard. Additionally, while pursuing my studies, I worked in direct marketing for renowned brands like Samsung and Kodak and was a communication assistant at a United Nations conference.
My work has been published in 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.
I've been a marketing lecturer 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 Business).
My research focuses primarily on understanding the links between consumption and well-being. I am especially interested in how consumer culture might influence individual well-being and shape interpersonal relationships.
Publication
2024
- Moldes, O., Zaleskiewicz, T. and Gąsiorowska, A. 2024. Breaking the loop: A meta‐analysis on the bidirectional effects of materialism on social well‐being outlining future research directions. Journal of Consumer Behaviour (10.1002/cb.2409)
- Moldes, O. 2024. Unpacking the effects of materialism on interpersonal relationships: A cognitive approach. British Journal of Social Psychology (10.1111/bjso.12795)
2023
- Moldes, O. 2023. Beyond experiential spending: Consumers report higher well-being from purchases that satisfy intrinsic goals. British Journal of Social Psychology 62(2), pp. 883-897. (10.1111/bjso.12602)
2022
- Moldes, O., Dineva, D. and Ku, L. 2022. Has the COVID-19 pandemic made us more materialistic? The effect of COVID-19 and lockdown restrictions on the endorsement of materialism. Psychology and Marketing 39(5), pp. 892-905. (10.1002/mar.21627)
- Ku, L., Newby, C., Moldes Andres, O., Zaroff, C. M. and Wu, A. M. S. 2022. The values you endorse set the body you see: The protective effect of intrinsic life goals on men’s body dissatisfaction. Scandinavian Journal of Psychology 63(4), pp. 393-404. (10.1111/sjop.12818)
- Moldes Andres, O. 2022. Spending money to satisfy intrinsic goals makes it more worthy: The role of individual goals in hedonic value judgements of consumer products. Presented at: IAREAP & SABE Annual Conference, kristiansand, Norway, 9-10 June 2022.
2020
- Moldes, O. and Ku, L. 2020. Materialistic cues make us miserable: A meta‐analysis of the experimental evidence for the effects of materialism on individual and societal well‐being. Psychology and Marketing 37(10), pp. 1396-1419. (10.1002/mar.21387)
2019
- Moldes, O., Banerjee, R., Easterbrook, M. J., Harris, P. R. and Dittmar, H. 2019. Identity changes and well-being gains of spending money on material and experiential consumer products. Journal of Economic Psychology 72, pp. 229-244. (10.1016/j.joep.2019.04.003)
- Moldes Andres, O. 2019. The role of goal orientations on pro-social vs pro-self hoices. Presented at: AMA Summer Conference 2019, Chicago (US), 9-11 August 20192019 AMA Summer Academic Conference Proceedings, Vol. 30. Chicago, IL: American Marketing Association pp. 1.
Articles
- Moldes, O., Zaleskiewicz, T. and Gąsiorowska, A. 2024. Breaking the loop: A meta‐analysis on the bidirectional effects of materialism on social well‐being outlining future research directions. Journal of Consumer Behaviour (10.1002/cb.2409)
- Moldes, O. 2024. Unpacking the effects of materialism on interpersonal relationships: A cognitive approach. British Journal of Social Psychology (10.1111/bjso.12795)
- Moldes, O. 2023. Beyond experiential spending: Consumers report higher well-being from purchases that satisfy intrinsic goals. British Journal of Social Psychology 62(2), pp. 883-897. (10.1111/bjso.12602)
- Moldes, O., Dineva, D. and Ku, L. 2022. Has the COVID-19 pandemic made us more materialistic? The effect of COVID-19 and lockdown restrictions on the endorsement of materialism. Psychology and Marketing 39(5), pp. 892-905. (10.1002/mar.21627)
- Ku, L., Newby, C., Moldes Andres, O., Zaroff, C. M. and Wu, A. M. S. 2022. The values you endorse set the body you see: The protective effect of intrinsic life goals on men’s body dissatisfaction. Scandinavian Journal of Psychology 63(4), pp. 393-404. (10.1111/sjop.12818)
- Moldes, O. and Ku, L. 2020. Materialistic cues make us miserable: A meta‐analysis of the experimental evidence for the effects of materialism on individual and societal well‐being. Psychology and Marketing 37(10), pp. 1396-1419. (10.1002/mar.21387)
- Moldes, O., Banerjee, R., Easterbrook, M. J., Harris, P. R. and Dittmar, H. 2019. Identity changes and well-being gains of spending money on material and experiential consumer products. Journal of Economic Psychology 72, pp. 229-244. (10.1016/j.joep.2019.04.003)
Conferences
- Moldes Andres, O. 2022. Spending money to satisfy intrinsic goals makes it more worthy: The role of individual goals in hedonic value judgements of consumer products. Presented at: IAREAP & SABE Annual Conference, kristiansand, Norway, 9-10 June 2022.
- Moldes Andres, O. 2019. The role of goal orientations on pro-social vs pro-self hoices. Presented at: AMA Summer Conference 2019, Chicago (US), 9-11 August 20192019 AMA Summer Academic Conference Proceedings, Vol. 30. Chicago, IL: American Marketing Association pp. 1.
Research
Research interests
- Consumer attitudes, including materialism and minimalism
- Well-being in consumer settings
- The construction of the self and identity in consumption
Other publications:
- The Conversation (November 2024): Struggling with relationships? You may be too materialistic
- The Power of Public Value Podcast (October 2023): Ep 4: Materialistic values and happiness.
- The Conversation (August 2022): Four ways to spend your dwindling cash that will boost your wellbeing
- The Conversation (February 2022): COVID may have made us less materialistic – new research
- Cardiff Business School Blog (September 2020): Rags‐to‐riches stories and upscale living TV can influence our well-being and our interaction with the environment and other people
Teaching
- BS2535 Buyer Behaviour (Year 2 - Level 5)
- BST192 Entrepreneurial Marketing (Master - Level 7)
Biography
- 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
Conferences:
- International Association for Research in Economic Psychology (IAREP) & the Society for the Advancement of Behavioural Economics (SABE) 2024. 19th to 22nd of August 2024. Dundee, UK.
- Association for Consumer Research Conference. 8th to 11th of July 2024. Bali, Indonesia.
- Academy of Marketing Annual Conference. 1st to 4th of July 2024. Cardiff, UK.
- American Marketing Association Summer Conference. 4th to 6th of August 2023. San Francisco, US.
- Academy of Marketing Annual Conference. 4th to 6th of July 2023. Birmingham, UK.
- International Convention of Psychological Science (ICPS). 9th to 11th of March 2023. Brussels, Belgium.
- British Psychological Society - Social Psychology Annual Conference. 5th to 7th of September 2022. London, UK.
- International Association for Research in Economic Psychology IAREP 2022. 9th to 10th of June 2022. Kristiansand, Norway.
- International Association for Research in Economic Psychology (IAREP) & the Society for the Advancement of Behavioural Economics (SABE) 2021. 10th to 13th of June 2021. Virtual Conference.
- Association for Consumer Research (ACR) 2020. 1st to 4th of October 2020. Virtual Conference.
- American Marketing Association Summer Conference 2019. 10th of August 2019. Chicago, US.
- Society for Personality and Social Psychology (SPSP) 2018. 2nd of March 2018. Atlanta, US.
- Self and Identity Pre-Conference. 1st of March 2018. Atlanta, US.
- European Association of Social Psychology (EASP) 2017. 6th July 2017. Granada, Spain.
- British Psychology Society (BPS) - Symposium on Identity at the University College London. 29th of June 2017. London, UK.
- Annual British Psychology Society Conference. 4th of May 2017. Brighton, UK.
- 3 Minutes Thesis Competition (Doctoral School). 8th June 2016. Brighton, UK.
Research Seminars:
- De Montfort University. Leicester, UK. Psychology Seminar Series (13th of June 2023).
- De Montfort University. Leicester, UK. Psychology Seminar Series (12th of December 2018).
- University of Sussex. Brighton, UK. Social Psychology Applied Seminar (2nd of November 2016).
- University of Sussex. Brighton, UK. Social Psychology Applied Seminar (14th of October 2015).
Invited Panel Discussant:
- The British Academy. London, UK. Adventures in Interdisciplinarity Research (6th of September 2024).
Doctoral Seminars:
- Cardiff University. Cardiff, UK. Power Analysis (2nd of November, 2022).
Public Engagement:
- PhD Pub Brighton. Brighton, UK (6th of July 2016).
Committees and reviewing
Associated Editor for the Journal of Strategic Marketing.
Guess Editor for a special issue titled: ‘Individual and Societal Well-being in Clothing Consumption’ at the Journal of Community and Applied Social Psychology.
Ad hoc journal reviewer for Psychology & Marketing, Journal of Consumer Behaviour, Sustainability: Science, Practice, and Policy, Psychological Reports, Personality and Individual Differences, Journal of Happiness Studies, Self & Identity, Frontiers in Psychology, BMC Psychology, Journal of Consumers Affairs, Telematics and Informatics R, Asian Journal of Social Psychology, and International Journal of Consumer Studies.
Conference Organization Committee for the Academy of Marketing 2024.
Conference Track Chair for the International Association for Research in Economic Psychology (IAREP) & the Society for the Advancement of Behavioural Economics (SABE) 2024, Academy of Marketing 2024, and American Marketing Association Summer Conference 2023.
Supervisions
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
Current supervision
Sarah Hughes
Research student
Contact Details
Research themes
Specialisms
- Social psychology
- Consumer behaviour
- Marketing
