Andrea Luangrath is an Associate Professor of Marketing in the Tippie College of Business at the University of Iowa. She received her undergraduate and doctoral degrees from the Wisconsin School of Business at the University of Wisconsin-Madison. Professor Luangrath studies nonverbal social influence in consumption. She investigates the role of haptics in retailing and virtual reality, the expression of nonverbal cues and textual paralanguage, and psychological ownership in consumer contexts.
Her research has been published in top-tier academic journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Experimental Psychology: General, among others.
Awards
2025 Iowa Mid-career Faculty Scholar Award
University of Iowa
A university-wide award that "recognizes outstanding UI faculty members and provides each awardee with central funds for a period of three years to enhance their scholarly activities with the goal of developing and supporting a cadre of UI scholars across a broad array of academic disciplines."
2025 David and Lois Gardner Faculty Award for Mid-career Excellence
Tippie College of Business
A collegiate-level research award for outstanding scholarly contributions awarded to a mid-career faculty member.
2023 Marketing Science Institute (MSI) Young Scholar
Marketing Science Institute
A cohort of productive young scholars in marketing.
2021 Early Career Research Award
Tippie College of Business
A collegiate-level research award for outstanding scholarly contributions awarded to an early-career faculty member.
2020 Cannon Scholarship for Teaching Excellence
Tippie College of Business
A collegiate-level teaching award for outstanding pedagogical contributions.
2017 Park Young Contributor Award
Society for Consumer Psychology
Best refereed paper award in the Journal of Consumer Psychology given to an early career scholar. (i.e., a scholar whose work is published within two years of receiving the PhD)
2016 Park Outstanding Contribution to JCP Award
Society for Consumer Psychology
This award recognizes outstanding contribution to the Journal of Consumer Psychology with the best paper published in JCP in a given year/volume.