Dr Olaya Moldes Andrés

Job: Lecturer in Marketing

Faculty: Business and Law

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: 0116 201 3913

E: olaya.moldes@dmu.ac.uk

W: https://uk.linkedin.com/in/olayamoldes


Personal profile

Dr Olaya Moldes Andrés is a Lecturer in Marketing at De Montfort University.

She completed her Master in Research Methods in Psychology, and her PhD in Psychology, at the University of Sussex (2013-2017). She was also an associate tutor and module leader at the School of Psychology as well as Business at the University of Sussex, and worked as a visiting lecturer at the University of Brighton, before joining DMU in 2018.

Before embracing in a career in academia, she worked as a Marketing Manager for Hewlett Packard and gained extensive experience in direct marketing as a product promoter for brands such as Samsung or Kodak while pursuing her studies.

She also did a placement as a communication assistant at the United Nations, holds a MSc in Management and Entrepreneurship (2009/2010), and completed a 5-years degree in Communication and Media Studies at Universidad Complutense de Madrid.

Publications and outputs 

Moldes, O., Banerjee, R., Easterbrook, J. M., Harris, R. P. & Dittmar, H. (2019) Identity Changes and Well-being Gains of Material and Experiential Consumer Products. Journal of Economic Psychology, 72, 229-244. https://doi.org/10.1016/j.joep.2019.04.003

Moldes, O. (2018) Spending money on well-being: identity and motivation processes involved in the association of well-being with material and experiential consumer products. Doctoral thesis (PhD), University of Sussex, Brighton, UK.

Research interests/expertise

The overarching theme guiding my research is to understand how economic resources might be used to construct one’s individual and social identity as well as to achieve well-being.

Therefore, my research lays on the intersection between economic psychology and marketing.

Some of my current projects include:

  • The role of goal orientations on spending behaviours and the attribution of anticipated or perceived well-being to different consumer products.
  • An exploration of the link between identity and well-being in consumption: Self-defining vs. Self-expressive functions from purchases.
  • A meta-analysis on experimental studies on the relationship between materialism and personal well-being.

Areas of teaching

MARK1500 Principles of Marketing

MARK1800 Marketing Essentials

MARK2302 Marketing Research

MARK3008 Research Dissertation


PhD in Psychology, University of Sussex (2014 - 2017).

MRes in Psychology (Distinction), University of Sussex (2013 - 2014).

MSc in Management and Entrepreneurship (Distinction), University of Sussex (2009 - 2010).

5-years University Degree in Communication and Media (First Class Hons), Universidad Complutense de Madrid (2003 - 2009).

Erasmus Program, University of Sussex, Brighton UK (2008 - 2009).

International Exchange Program, University of Ottawa, Canada (2006 - 2007).

Courses taught

Social Psychology, Statistics, Research Methods, Applied Psychology to Everyday, Clinical Psychology, Consumer Behaviour and Project Management.

Honours and awards

Awarded best student of the year by the department of Business and Management (University of Sussex, 2010).

Awarded a prize for a Social Marketing Campaign ‘Alcohol and Road’ by Santander Bank (2008).

Membership of professional associations and societies

Society for Personality and Social Psychology (SPSP).

Associate Fellow of the Higher Education Academy (HEA).

Conference attendance

American Marketing Association Summer Conference 2019

Chicago (US), 10th of August 2019.
Presentation in a special session on “the relational consumer”: The role of goal orientations on pro-social vs. pro-self spending behaviours (20 minutes presentation)


Society for Personality and Social Psychology (SPSP)

Atlanta (US), 2nd of March 2018.

Poster: Spending Money on “My Sense of Self”: Identity-Related Functions of Material and Experiential Purchases and its Relationships to Well-Being

Self and Identity Pre-Conference

Atlanta (US), 1st of March 2018.

Poster: Self-defining vs. self-expressing functions from purchases: Exploring the link between identity and well-being

European Association of Social Psychology (EASP)

Granada (Spain) 6th July 2017.

Poster: Buying motives, Identity and well-being from experiential and material purchases

British Psychology Society (BPS) -  Symposium on Identity at the University College London

London (UK) 29th of June 2017.

Oral presentation: The construction of the extended sense of self through purchasing: Identity Motives and Well-Being (20 minutes presentation)

Annual British Psychology Society Conference

Brighton (UK) 4th of May 2017.

Oral presentation: Differences between forecasted and retrospective construction of the extended sense of self though purchasing and well-being evaluations (20 minutes presentation)

Social Psychology Applied Seminar at the University of Sussex

Brighton (UK) 2nd November 2016.

Oral presentation: Buying motives and consumer well-being evaluations from experiential and material purchases (25 minutes presentation)

3 Minutes Thesis Competition (Doctoral School)

Brighton (UK) 8th June 2016.

Oral presentation: Shopping, identity and happiness: Is not WHAT we buy but WHY we buy it what makes us happy (3 minutes)

PhD Pub Brighton

Brighton (UK) 6th of July 2016.

Oral presentation: Does Money make me happy? How about shopping? (10 minutes presentation)

Social Psychology Applied Seminar 2015 University of Sussex

Brighton (UK) 14th October 2015

Oral presentation: The role of materialistic value orientations in affective evaluations during the purchase process (25 minutes)

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