Hope Schau

Professor of Marketing

Executive Director of the McGuire Center for Entrepreneurship

James and Pamela Muzzy Endowed Chair in Entrepreneurship

Hope Schau

McClelland Hall 320L
1130 E. Helen St.
P.O. Box 210108
Tucson, Arizona 85721-0108

Areas of Expertise

  • Innovation
  • Technological mediation
  • Practice and process diffusion and adoption
  • Value co-creation and realization
  • Market-oriented collaboration
  • Consumption journeys
  • Branding building
  • Entrepreneurship/Intrapreneurship

Hope Schau joined the Eller College of Management in 2005. She earned her PhD, MA in Comparative Culture, and MBA with an emphasis in marketing, from the University of California, Irvine. She led the Filene Research Institute’s Center of Excellence for Consumer Decision Making in the financial services sector from 2016-2020. Prior to joining the Eller faculty, she was an assistant professor of marketing at the Fox School of Business at Temple University.

Hope’s research focuses on innovation, market-oriented technological mediation, practice diffusion and adoption, collaborative value creation, consumption journeys, and brand building. Her research has appeared in premier venues such as the Journal of Consumer ResearchJournal of MarketingJournal of the Academy of Marketing ScienceJournal of RetailingJournal of AdvertisingJournal of Business ResearchJournal of Public Policy and Marketing, Rural Sociology, and Agriculture and Human Values. She is an Associate Editor at the Journal of Consumer Research, and an Area Editor for the Journal of the Academy of Marketing Science and the Journal of Business Research. She serves on the editorial review board for several journals including Journal of Consumer ResearchJournal of MarketingJournal of the Academy of Marketing ScienceJournal of Business Research, and the Journal of Public Policy and Marketing. Hope won the Emerald Citations of Excellence Award, for top 50 most impactful business articles 2013, 2014, 2016. She oversaw a $1Million grant sponsored by CUNA Mutual to study consumer financial decision-making. Hope is the President-elect of the Consumer Culture Consortium, a global organization of consumer researchers, and has served on the Board of Directors for the Association for Consumer Research.

Hope teaches Integrated Marketing Communications in the undergraduate, MBA, and Masters of Science in Marketing programs. Her recent awards include Most Inclusive Professor 2020, the Wells Outstanding Faculty Award in 2020, and the Excellence in Mentoring Award in 2019.


  • MKTG 452 Integrated Marketing Communications
  • MKTG 530 Management of Marketing Communications

Professional Associations

  • Association for Consumer Research
  • American Marketing Association
  • Consumer Culture Consortium, President-Elect

Recent Publications

  • Mars, Matthew M., Hope Jensen Schau, and Tyler E. Thorp (Accepted 2022), “Narrative Curation and Stewardship in Contested Marketplaces,” the Journal of the Academy of Marketing Science, volume and page numbers TBA.

  • Bonetti, Francesca, Matteo Montecchi, Kirk Plangger, and Hope Jensen Schau (Accepted 2022), “Practice Co-evolution: Collaboratively Embedding Artificial Intelligence in Retail Practices,” the Journal of the Academy of Marketing Science, volume and page numbers TBA.

  • Montecchi, Matteo, Francesca Bonetti, Kirk Plangger, and Hope Jensen Schau (Accepted 2022), “Creating Discursive Channels: Generating and Disseminating Impactful Research Insights into the Strategic Sales Enablement of Retail Technology,” the European Journal of Marketing, volume and page numbers TBA.

  • Campbell, Colin, Sean Sands, Matteo Montecchi, and Hope Jensen Schau (2022), “That’s So Instagrammable! Understanding How Environments Generate Indirect Advertising by Cueing Consumer-Generated Content,” the Journal of Advertising, 51(4): 411-429.

  • Akaka, Melissa Archpru, Hope Jensen Schau, and Stephen Vargo (2022), “Practice Diffusion,” Journal of Consumer Research, 48(6): 939-969.

  • Bright, Laura F. and Hope Jensen Schau (2021), “Advertising and COVID-19: Examining the Impacts of the Pandemic on Agencies, Consumers, and Brands,” Journal of Advertising, 50(3): 217-220.

  • Feiereisen, Stephanie, Dina Rasolofoarison, Cristel Antonia Russell, and Hope Jensen Schau (2021), “One Brand, Many Trajectories: Mapping Narrative Navigation in Transmedia Space,” Journal of Consumer Research. 48(4): 651-681.

    *note: authors contributed equally and author order is alphabetical

  • Schau, Hope Jensen and Melissa Archpru Akaka (2020), “From Customer Journeys to Consumption Journeys: A Consumer Culture Approach to Investigation of Value Creation in Practice Embedded Consumption,” Academy of Marketing Science Review. 11: 9-22.

  • Campbell, Colin and Hope Jensen Schau (2019), “Let’s Make a Deal: How Deal Collectives Coproduce Unintended Value from Sales Promotions,” Journal of Marketing, 83(6): 43-60.

  • Akaka, Melissa Archpru and Hope Jensen Schau (2019), “Value Creation in Consumption Journeys: Recursive Reflexivity and Practice Continuity,” Journal of the Academy of Marketing Science, 47(3): 499–515.

  • Russell, Cristel, Hope Jensen Schau, and Paul Bliese (2019), “Brand Afterlife: Transference to Alternate Brands Following Corporate Failure,” Journal of Business Research, 97: 257-267.

  • Mars, Matthew M. and Hope Jensen Schau (2019), “The Jazziness of Local Food Work: Organization Level Ingenuity and the Entrepreneurial Formation and Evolution of Local Food Systems,” Rural Sociology, 84(2): 257-283.