Areas of Expertise
Consumer research, choice confidence, developing consumer confidence, decision-making, marketing strategies for entrepreneurs, marketing strategy development, goal setting and pursuit, online education, career assessment, career planning.
Demetra Andrews is a clinical associate professor of marketing at the Indiana University Kelley School of Business in Indianapolis. She is a consumer researcher and focuses primarily on internal and external factors that influence consumer confidence and readiness to act.
Her research has been published in several journals, including Journal of Retailing, Psychology & Marketing, Journal of Retailing and Consumer Services, and Journal of Risk and Insurance. Her research has earned the Firooz Hekmat Award and the McGraw-Hill/Irwin Distinguished Paper Award. Her paper titled "Against the Green: A Multi-Method Examination of the Barriers to Green Consumption" was recognized as one of the most highly cited works published in the Journal of Retailing from 2014 to 2016.
Since 2005, she has led a variety of marketing courses, including marketing principles, marketing strategy principles, marketing for entrepreneurs, retailing, and consumer behavior, and she has conducted numerous workshops on effective goal setting and pursuit. Her expertise spans graduate, undergraduate, executive, in-class and online educational formats. She holds a Ph.D. in marketing from the University of Houston and an MBA in marketing and finance from University of Texas at Austin.
Andrews is the recipient of the Otteson Teaching Award, the IU Northwest Trustees Teaching Award and the Tonja Eagan Service Award for her work as the coordinator of the Introduction to Business Administration at IUPUI.
Before entering academia, Andrews enjoyed a successful decade in industry developing and implementing domestic and international marketing strategies for companies such as American Airlines, Mobil Oil, United Airlines and her own entrepreneurial venture that provided college and career planning courses for students K-12 and at the college-level.