Andrew Baker

Andrew Baker is an Associate Professor in the Marketing Department at San Diego State University's Fowler College of Business, where he focuses on enhancing students' data literacy for business decision-making. His academic journey began with a PhD in Business Administration from Georgia State University (2011), preceded by an MBA (2006) and BS in Business Administration (2004) from Oakland University.

• Academic Rank: Associate Professor
• Department: Marketing Department
• College: Fowler College of Business

His research bridges marketing with consumer psychology, examining how word-of-mouth dynamics influence brand perception and purchasing behavior, alongside the intersection of marketing and societal change. Cross-disciplinary work in Journal of Economic Psychology and Cross-Cultural Research highlights his interest in financial behavior, compulsive buying, and life course perspectives.

Recent publications in journals like Strategic Entrepreneurship Journal, Journal of Business Research, and Journal of Marketing Research emphasize crowdfunding strategies, emotional labor in service industries, and digital trust formation. Trends include behavioral economics, social media marketing, and consumer decision-making.

Scientific Awards and Service
• Editorial Review Board Member, Journal of Business Research (2016-2018)

As an educator, Baker specializes in marketing research and analytics, aiming to equip students with quantitative reasoning skills. His work has appeared in top-tier journals including Journal of Marketing Research, Journal of Business Research, and Journal of Consumer Affairs.