Andrew T. Stephen

Assistant Professor of Business Administration and Katz Fellow in Marketing


318 Mervis Hall

Web site:


PhD (with distinction) - marketing, Columbia University
MPhil - marketing, Columbia University
BBus (Honors) - marketing, University of Queensland, Australia
BEng (Honors) - civil engineering, University of Queensland, Australia


Andrew Stephen is an Assistant Professor of Business Administration and Katz Fellow in Marketing at the Joseph M. Katz Graduate School of Business, University of Pittsburgh. Prior to joining the University of Pittsburgh, Andrew was Assistant Professor of Marketing at INSEAD and has also taught at Columbia Business School. Andrew has a PhD in Marketing (with Distinction) and an MPhil from Columbia University. Andrew is a recognized expert on social media and digital marketing, and teaches social media marketing at Pitt in the MBA and undergraduate programs. He has worked with companies such as American Express, Colgate-Palmolive, Delta Air Lines, Dynamic Logic, Google, Kantar, Publicis, Sanofi Pasteur, and WPP, and is on the advisory boards of a number of digital/social media startups.

Andrew's research focuses on understanding the causes, types, and consequences of complex social interactions in marketplaces. Specifically, he is studying what prompts these interactions, the types of interactions that can occur, why they occur, and how they impact consumers' behaviors and marketing performance. This research currently examines phenomena such as social networks, word-of-mouth, social media, social commerce, and mobile advertising. Of particular interest is how socially interactive marketing channels (e.g., social media platforms) operate alongside traditional channels, what motivates individuals to contribute to social media platforms, and what types of users are more effective at getting information to spread over social media platforms. Andrew's research is published in leading scientific journals such as the Journal of Marketing Research, the Journal of Consumer Research, Psychological Science, the Journal of Service Research, and the Journal of Business Research. He has also appeared in Businessweek, the Chicago Tribune, Financial Times, the International Herald Tribune, the New York Times, the Pittsburgh Post-Gazette, The Economist, the Wall Street Journal, and the Washington Post.

His research has won numerous awards, including the Marketing Science Institute's Alden G. Clayton Award, a Google-WPP Marketing Research Award, the American Marketing Association's John A. Howard Award, and the American Marketing Association's Donald R. Lehmann Award. He also received an honorable mention for the DMEF's Shankar-Spiegel Award, and was a finalist for the Journal of Marketing Research's Paul E. Green Best Paper Award.

At Katz, Professor Stephen teaches digital marketing and social media marketing and communications to MBAs and executives.

Recent Publications

Stephen, Andrew T. and Jeff Galak (2012), "The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace," Journal of Marketing Research, 49 (October).

Pham, Michel Tuan, Leonard Lee, and Andrew T. Stephen (2012), "Feeling the Future: The Emotional Oracle Effect" Journal of Consumer Research, 39 (October).

Avnet, Tamar, Michel Tuan Pham, and Andrew T. Stephen (2012), "The Trust in Feelings Manipulation: An Alternative Method for Studying the Reliance on Affect and Feelings in Judgment and Decision Making," Journal of Consumer Research, 39 (December).

Galak, Jeff, Deborah Small, and Andrew T. Stephen (2011), "Micro-Finance Decision Making: A Field Study of Prosocial Lending," Journal of Marketing Research, forthcoming.

Stephen, Andrew T. and Olivier Toubia (2010), "Deriving Value from Social Commerce Networks," Journal of Marketing Research, 47 (2), 215-228.

Libai, Barak, Ruth Bolton, Marnix Bügel, Ko DeRuyter, Oliver Götz, Hans Risselada, and Andrew T. Stephen (2010), "Customer to Customer Interactions: New Opportunities and Research Directions," Journal of Service Research, 13 (3), 267-282.

Stephen, Andrew T. and Olivier Toubia (2009), "Explaining the Power-Law Degree Distribution in a Social Commerce Community," Social Networks, 31 (4), 262-270.

Stephen, Andrew T. and Michel Tuan Pham (2008), "On Feelings as a Heuristic for Making Offers in Ultimatum Negotiations," Psychological Science, 19 (10), 1051-1058.

Stephen, Andrew T. and Leonard V. Coote (2007), "Interfirm Behavior and Goal Alignment in Relational Exchanges," Journal of Business Researche, 60 (4), 285-295.

Recent Working Papers

Toubia, Olivier and Andrew T. Stephen, "Intrinsic Versus Image-Related Motivations in Social Media: Why Do People Contribute Content to Twitter?"

Wilcox, Keith and Andrew T. Stephen, "Are Close Friends the Enemy? Online Social Networks and Self-Control."

Bart, Yakov, Andrew T. Stephen, and Miklos Sarvary, "A Field Study of the Determinants of Mobile Advertising Effectiveness."

Stephen, Andrew T. and Donald R. Lehmann, "Using Incentives to Encourage Word-of-Mouth Transmissions That Lead To Fast Information Diffusion."

Stephen, Andrew T., Yakov Bart, Christilene Du Plessis, and Dilney Goncalves, "Does Paying for Online Product Reviews Pay Off? The Effects of Monetary Incentives on Consumers' Product Evaluations."

Stephen, Andrew T., Yaniv Dover, Lev Muchnik, and Jacob Goldenberg, "The Effects of Transmitter Activity and Connectivity on Information Dissemination Over Online Social Networks."

Awards and Honors

Winner - Donald R. Lehmann Award, American Marketing Association (2012)
Invited faculty - Direct Marketing Educational Foundation Professors Institute (2012)
Invited faculty - AMA-Sheth Doctoral Consortium (2011)
Finalist - Paul E. Green Award, Journal of Marketing Research (2011)
Winner - Marketing Science Institute Research Competition on Innovation (2011)
Winner - John A. Howard Award, American Marketing Association (2010)
Winner - Google & WPP Marketing Research Award (2010)
Dean's Commendation for Excellence in Teaching at INSEAD (2010)
Winner - Alden G. Clayton Award, Marketing Science Institute (2009)
Honorable mention - Shankar-Spiegel Award, Direct Marketing Education Foundation (2008)

Featured Research

Why Social Media ROI Tops Traditional Media
Facebook Lowers Your Self-Control
People Who Trust Their Feelings Are More Likely to Correct Predict Outcomes of Events

Personal Interests

In his spare time Andrew enjoys spending time with his wife, cooking, and traveling.