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Carroll School of Management

Nailya Ordabayeva

assistant professor - marketing department

Nailya Ordabayeva

Fulton Hall 446

See Also:

Marketing Department


Ph.D. in Management and M.Sc. in Management, INSEAD, Fontainebleau, France
B.Sc. in Business Administration, Bilkent University, Ankara, Turkey


Dr. Ordabayeva’s research focuses on visual perception as well as status and conspicuous consumption. She studies how consumers visually perceive and respond to product packages and food portions with a specific focus on the causes and remedies of various biases in consumers’ size perceptions. She also examines how consumers' status motivations influence their behavior including saving and spending on conspicuous goods. Dr. Ordabayeva’s research has appeared in the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Psychology, the Journal of Public Policy and Marketing,and the Journal of Marketing Management. Her findings have received coverage in popular media outlets such as The New York Times, The Wall Street Journal, The Economist, Forbes Magazine, and USA Today.


  • 2014 Journal of Consumer Research Best Paper Award for the "Getting Ahead of the Joneses" article
  • Winner of Netherlands Organization for Scientific Research VENI grant (€ 250,000).
  • Erasmus Research Institute of Management’s High Performance Voucher and Early Career Talent Program.
  • Finalist for the Syntec Management Consulting Academic Research Prize and the Best Paper Award at the London Business School Transatlantic Doctoral Conference – the Journal of Marketing Research article “Supersize in 1D, Downsize in 3D.”


Ordabayeva, Nailya and Daniel Fernances (2017), "Similarity Focus and Support for Redistribution," Journal of Experimental Social Psychology, in press. 

Chandon, Pierre and Nailya Ordabayeva (2017), “The Accuracy of Less: Natural Bounds Explain Why Quantity Decreases are Estimated More Accurately than Quantity Increases,” Journal of Experimental Psychology: General, 146 (2), 250-268. 

Ordabayeva, Nailya and Pierre Chandon (2015), “In the Eye of the Beholder: Visual Biases in Package and Portion Size Perceptions,” Appetite, 103 (August), 450-457.

Dubois, David and Nailya Ordabayeva (2015), “Social Hierarchy, Social Status and Status Consumption,” in Michael I. Norton, Derek D. Rucker, and Cait Lamberton (Eds.), Cambridge Handbook of Consumer Psychology, pp. 332-367. New York, NY: Cambridge University Press

Askegaard, Soren, Nailya Ordabayeva, Pierre Chandon, Tracy Cheung, Zuzana Chytkova, Yann Cornil, Canan Corus, Julie A. Edell Britton, Astrid Franziska Junghans, Dorthe Brogaard Kristensen, Daniele Mathras, Ilona Mikkonen, Elizabeth G. Miller, Nada Sayarh, and Carolina Werle (2014), “Moralities in Food and Health Research,” Journal of Marketing Management, forthcoming.

Cornil, Yann, Nailya Ordabayeva, Ulrike Kaiser, Bernd Weber and Pierre Chandon (2014), “The Acuity of Vice: Attitude Ambivalence Improves Visual Sensitivity to Increasing Portion Sizes,” Journal of Consumer Psychology, 24 (2), 177-187.

Ordabayeva, Nailya and Pierre Chandon (2013), “Predicting and Managing Consumers’ Package Size Impressions,” Journal of Marketing, 77 (September), 123-137.

Burroughs, James E., Lan Nguyen Chaplin, Mario Pandelaere, Michael Norton, Nailya Ordabayeva, Alex Gunz and Leslie Dinauer (2013), “Using Motivation Theory to Develop a Transformative Consumer Research Agenda for Reducing Materialism in Society,” Journal of Public Policy and Marketing, 32 (1), 18-31.

Ordabayeva, Nailya and Pierre Chandon (2011), “Getting ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier Consumers,” Journal of Consumer Research, 38 (June), 27-41.

Chandon, Pierre and Nailya Ordabayeva (2009) “Supersize in 1D, Downsize in 3D: Effects of Spatial Dimensionality on Size Perceptions and Preferences,” Journal of Marketing Research, 46 (6), 739-53.


Prior to joining Boston College, Nailya was a faculty member at the Rotterdam School of Management, Erasmus University, in the Netherlands, where she received a highly competitive €250,000 VENI grant from the Netherlands Organization for Scientific Research (NWO) and taught in the International Full-Time MBA and the Master of Science programs.