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Andrea W. Luangrath

Henry B. Tippie Research Fellow in Marketing, Director, Graduate Studies, and Associate Professor

Introduction

Andrea Luangrath is an Associate Professor of Marketing in the Tippie College of Business at the University of Iowa. She received her PhD from the Wisconsin School of Business at the University of Wisconsin – Madison. Professor Luangrath’s research focuses on nonverbal social influence in consumption. She investigates the role of haptics in retailing and virtual reality, the expression of nonverbal cues (via textual paralanguage) in brands’ social media content, and psychological ownership in consumer contexts. Professor Luangrath has received recognition for her research with the Early Career Research Award from the Tippie College of Business in 2021. She was also awarded the 2017 Park Young Contributor Award, an award given to an early career scholar for the best refereed paper in the Journal of Consumer Psychology. Her research has been published in top-tier academic journals such as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Experimental Psychology: General, among others. She teaches consumer behavior in the undergraduate and doctoral programs.

Current Positions

  • Henry B. Tippie Research Fellow in Marketing, Marketing
  • Associate Professor, Marketing
  • Director, Graduate Studies, Marketing

Education

  • PhD in Marketing, University of Wisconsin-Madison
  • BBA in Marketing and International Business, University of Wisconsin-Madison

Research Interests

  • Textual paralanguage
  • Consumer linguistics
  • Sensory marketing
  • Haptics
  • Nonverbal influence
  • Virtual reality and digital experiences
  • Psychological ownership

Selected Awards & Honors

  • Mid-Career Faculty Scholar Award - University of Iowa, 2025 - 2028
  • MSI Young Scholar, Marketing Science Institute, 2023
  • Early Career Faculty Research Award - Tippie College of Business, 2021
  • Cannon Faculty Scholarship for Teaching Excellence - Tippie College of Business, 2020
  • Highly Cited Paper Award - Journal of Consumer Psychology, 2017
  • C.W. Park Young Contributor Award - Society for Consumer Psychology, 2017
  • Park Outstanding Contribution to JCP Award - Society for Consumer Psychology, 2016

Selected Publications

  • Krishna, A., Luangrath, A., & Peck, J. (2024). A Review of Touch Research in Consumer Psychology. Journal of Consumer Psychology.
  • Luangrath, A., Xu, Y., & Wang, T. (2023). Paralanguage Classifier (PARA): An Algorithm for Automatic Coding of Paralinguistic Nonverbal Parts of Speech in Text. Journal of Marketing Research. 60 (2) pp. 388-408.
  • Peck, J. & Luangrath, A. (2023). A Review and Future Avenues for Psychological Ownership in Consumer Research. Consumer Psychology Review. 6 (1) pp. 52-74.
  • Berger, J., Packard, G., Boghrati, R., Hsu, M., Humphreys, A., Luangrath, A., Moore, S., Nave, G., Olivola, C., & Rocklage, M. (2022). Wisdom from Words: Marketing Insights from Text. Marketing Letters. 33 (2) pp. 1-13.
  • Luangrath, A., Peck, J., Hedgcock, W., & Xu, Y. (2022). Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality. Journal of Marketing Research. 59 (2) pp. 306-326.
  • Peck, J., Kirk, C., Luangrath, A., & Shu, S. (2021). Caring for the Commons: Using Psychological Ownership to Enhance Consumer Stewardship of Public Goods. Journal of Marketing. 85 (2) pp. 33-49.
  • Hedgcock, W., Luangrath, A., & Webster, R. (2021). Counterfactual Thinking and Facial Expressions Among Olympic Medalists: A Conceptual Replication of Medvec, Madey, and Gilovich’s (1995) Findings. Journal of Experimental Psychology: General.
  • Luangrath, A., Peck, J., & Gustafsson, A. (2020). Should I Touch the Customer? Rethinking Interpersonal Touch Effects From the Perspective of the Touch Initiator. Journal of Consumer Research. 47 (4) pp. 608-630.
  • Peck, J. & Luangrath, A. (2018). Looking Ahead: Future Research in Psychological Ownership In Psychological Ownership and Consumer Behavior. Peck, J. & Shu. S. (Eds.) Springer.
  • Luangrath, A. W., Peck, J., & Barger, V. A. (2017). Textual Paralanguage and its Implications for Marketing Communications. Journal of Consumer Psychology. 27 (1) pp. 98-107.

Selected Grants & Contracts

  • Luangrath, A. (Principal Investigator). Tippie Research Excellence Grant. Tippie College of Business. Funded. January 2019 - December 2019.

Editorial & Review Activities

  • Editorial Board Member, Journal of Marketing Research, February 2025.
  • Editorial Board Member, Journal of Consumer Psychology, January 2022.