Melanie Wallendorf

Soldwedel Professor of Marketing

Professor of Sociology

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

Areas of Expertise

  • Sociological aspects of consumer behavior
  • Political ideology and consumption
  • Socio-cultural embeddedness of price fairness
  • Ethnic, gender, racial and class differences in consumption and its meanings
  • Socio-cultural embeddedness of youths' understanding of Smoking

Melanie Wallendorf has been with the Eller College of Management since 1981. Previously, she was an assistant professor of marketing at the University of Michigan. Her areas of expertise include the sociological aspects of consumer behavior, political ideology and consumption, the socio-cultural embeddedness of price fairness and the socio-cultural embeddedness of youth’s understanding in smoking. She is also an expert in ethnic, gender, racial and class differences in consumption and its meanings. Wallendorf is a member of the Association for Consumer Research, the American Marketing Association, the American Sociological Association and the Consumer Culture Theory Association.

Teaching Interests

  • Socio-cultural aspects of consumer behavior
  • Market-oriented ethnographic methods
  • Marketing theory

Recent Publications

  • Weinberger, Michelle F. and Melanie Wallendorf, "Intracommunity Gifting at the Intersection of Contemporary Moral & Market Economies," Journal of Consumer Research, forthcoming June 2012.
  • Freeman, Dan, Merrie Brucks, Melanie Wallendorf, Wendy Boland (2009), “Youths’ Understandings of Cigarette Advertisements,” Addictive Behaviors 34 (January), 36-42.
  • Jeff Wang and Melanie Wallendorf (2006), "Materialism, Status Signaling, and Product Satisfaction," Journal of the Academy of Marketing Science, 34 (October), 494-505.
  • Edward McQuarrie, Linda Scott, John F. Sherry, Jr., and Melanie Wallendorf (2006), “Roundtable on Advertising as a Cultural Form,” Advertising and Society Review, vol. 6, #4 (January).
  • Dan Freeman, Merrie Brucks, and Melanie Wallendorf (2005), “Young Children’s Understandings of Cigarette Smoking,” Addiction 100 (10: October), 1537-1545.
  • David Crockett and Melanie Wallendorf (2004), “The Role of Normative Political Ideology in Consumer Behavior,” Journal of Consumer Research 31 (December), 511-528.
  • Melanie Wallendorf (2001), “Literally Literacy,” Journal of Consumer Research 27 (March), 505-512.
  • David Crockett and Melanie Wallendorf (1998), "Sociological Perspectives on Imposed School Dress Codes: Consumption as Attempted Suppression of Class and Group Symbolism," Journal of Macromarketing 18 (Fall), 115-131.

(For full list of publications see "View or download CV link" in "Contact Info and Links")

Professional Associations

  • Association for Consumer Research
  • American Marketing Association
  • American Sociological Association

Awards and Honors

  • Recognition in 2005 by Top Tech News for article entitled "Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation" co-authored with Eric Arnould.  Article was named as one of “10 Marketing Ideas from Academia” that any “self-respecting marketer should keep in their toolbox.”
  • Honorable Mention Award in the 2005 Ferber competition to David Crockett for his dissertation-based paper, “The Role of Normative Political Ideology in Consumer Behavior,” published in Journal of Consumer Research, December 2004, co-authored with Melanie Wallendorf.
  • Winner of 1992 Association for Consumer Research Award for Best Article in Journal of Consumer Research 1989-1991, for article entitled "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," co-authored with Russell W. Belk and John F. Sherry, Jr.  $1000 prize for each author.
  • Best Paper Award for "Domestic Consumption Rituals and the Reproduction of American Households," co-authored with Eric Arnould, Conference on Family and Household Consumption and Production, University of California at Irvine, 1991.
  • University of Arizona Foundation Creative Teaching Award, 1986