Erick M. Mas

Erick M. Mas
Indiana University Bloomington | IUB · Marketing at Kelley School of Business

PhD Marketing


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I am an Assistant Professor or Marketing at the Kelley School of Business, Indiana University Bloomington. I have a PhD in Marketing from the University of North Texas, an MBA from Barry University, and a B.A. in Marketing from the University of Puerto Rico in Mayagüez. My research uses consumer psychology to draw strategic consumer insights centered around the influence of social class, political ideology, and emotional intelligence on marketplace behaviors.
Additional affiliations
August 2018 - August 2019
University of North Texas
  • Fellow
  • Retailing Management Consumer Behavior (hybrid) Digital Retailing Management (online)
October 2012 - July 2016
City College (Ft. Lauderdale & Hollywood, FL)
  • Instructor
  • Advertising Global Marketing Principles of Marketing Sales Strategy Business Principles Principles of Management Professional Strategies
August 2015 - June 2019
University of North Texas
Field of study
  • Marketing


Publications (7)
The authors introduce emotional ability similarity to explain consumer satisfaction in interactions with frontline sales and service employees and other consumers beyond the effects of traditional relational variables in the similarity–attraction paradigm. Four studies examine how and why similar abilities for using emotional information between tw...
While gift‐givers typically wrap gifts prior to presenting them, little is known about the effect of how the gift is wrapped on recipients’ expectations and attitudes toward the gift inside. We propose that when recipients open a gift from a friend, they like it less when the giver has wrapped it neatly as opposed to sloppily and we draw on expecta...
The purpose of this paper is to develop a generalized 7 P-theoretical framework for strategic planning as part of international marketing (Potential, Path, Process, Pace, Pattern, Problems and Performance) with theoretical propositions. Although the 7 P-framework is based on the literature on internationalization of Latin American firms, we present...
Over the past 20 years, China and India have emerged as the fastest growing economies in the world. In this context, the authors review, examine, and list the factors that have contributed to the emergence of China and India (referred to as Chindia). The authors compare the antecedents, characteristics, and consequences of their emergence in the gl...


Cited By


Project (1)
Calling for Systematic Review articles and Meta analysis articles