Nooshin Warren Quoted in ABC News

Nooshin Warren, assistant professor of marketing in the Eller College of Management, was quoted in a recent ABC News article explaining the risks of companies using politics in marketing.

The article states that there is a growing trend among businesses that take public stances on political issues in their marketing.

“The idea in the mind of managers had always been to stay away from politics,” says Warren. “As consumers moved to the side of pushing for one political ideology, naturally firms had to respond to the market.”

Warren talks about the Nike campaign featuring Colin Kaepernick, former San Francisco 49ers quarterback who knelt during the national anthem in a protest for racial justice, causing uproar with customers. “This started more polarization between consumers,” says Warren.

Warren joined the Eller College of Management in 2016 after earning her PhD in Marketing from Texas A&M University. Before academia, Warren was a marketing manager for the representative of at Khosro Medisa Teb (Astra Zeneca, Zimmer and Phillips Avent in Iran). Her research interest lies in the financial impacts of marketing strategies. Her recent work is focused on political marketing, cause marketing and purpose driven marketing. She substantially studies how corporate sociopolitical activism and purpose driven marketing strategies can affect firms’ stakeholders such as their consumers, investors, competitors and employees. Nooshin’s research has been published in top tier marketing journals such as Journal of Marketing, Journal of Marketing Research and Journal of Academy of Marketing Science as well as prominent media outlets such as Forbes, Yahoo! News, the New York Times, and the Conversation. She serves as a review board member of the Journal of Marketing and the Journal of Academy of Marketing Science as well as an adhoc reviewer for other top tier marketing journals.  In line with her research, Nooshin is also an active member of Eller College of Management Faculty Governance Committee on Diversity, Equity, and Inclusion.