Professor Vanessa Patrick


Dr. Vanessa Patrick is the Associate Dean for Research, Bauer Professor of Marketing, Fulbright Specialist (2019-2022) and Lead Faculty for the Bauer Executive Women in Leadership Program at the Bauer College of Business at the University of Houston.

She has a PhD in Business from the University of Southern California, Los Angeles, an MBA in Marketing and a BS degree in Microbiology and Biochemistry from Bombay University in India.

Her research deals with the psychology that underlies the two sides of the pleasure coin. On one hand, she studies the pursuit of pleasure in her work dealing with art, everyday aesthetics, design, and luxury branding. On the other hand, she develops strategies to help individuals successfully manage and control the pull of pleasure (self-regulation) and to pursue personal development and self-mastery in personal and professional spheres.

Her research has appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Retailing, Journal of the Academy of Marketing Science and numerous other academic journals. In 2012, Dr. Vanessa Patrick was named one of the top 50 most productive marketing scholars worldwide by the DocSig of the American Marketing Association.

She is a MSI Young Scholar designated by the Marketing Science Institute, is the winner of the 2008 Davidson Honorable Mention Award for the Best article in Journal of Retailing 2006 (Volume 82), and was awarded a best paper of the Overall Conference and Best paper for the Consumer Behavior Track at the American Marketing Association Summer Educators Conference (2007). Among the many awards she has received are the Outstanding Marketing Teacher at the University of Georgia, the University of Georgia's Top 10 Professors award, and, the LeRoy and Lucille Melcher Faculty Excellence in Research (2011), Service (2016) and Teaching (2018) Awards by the Bauer College of Business. She was received an Outstanding Reviewer award by the Journal of Consumer Research in 2018.

She has edited a special issue on Aesthetics for the Journal of Consumer Psychology in 2010. She serves as an Associate Editor for the Journal of Consumer Psychology and the Journal of Retailing. In addition, she is on the editorial review board for the Journal of Consumer Research, the Journal of Marketing and the Journal of Marketing Research. She is also currently editing an issue of the Journal of the Association of Consumer Research (JACR) on Everyday Aesthetics.

Dr. Patrick has been a columnist for the international news outlet Hindustan Times (circulation 1.2 million). She has been featured on ABC News and NPR as an expert in the area of self-control. In addition her research has been widely featured in major news outlets like the LA Times, Forbes, Huffington Post, the Wall Street Journal, the New York Times, Scientific American and Yahoo! News. Prior to her academic career, Vanessa Patrick worked in advertising and brand consultancy for multinational agencies like Ogilvy and Mather and J. Walter Thompson whose clients include DeBeers Consolidated Mines, Kimberly-Clark, Unilever, L'oreal and Bacardi. She has also worked as a consultant to companies like the Coca-Cola Company, CNN and Hallmark.

Contact Information

Phone: 713-743-3661
334 Melcher Hall
Houston, TX 77204-6021
Room: 385J
Office Hours:
by appointment