Nancy Puccinelli


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Accepting PhD Students

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Personal profile

Research interests

My research centres on consumer behaviour. My most recent research in this area focuses on the role of ‘interpersonal customisation’ or the tailoring of a communication to a customer and identifies how firms can achieve competitive advantage in the retail sector through customisation of retail promotions and employee behaviour. As part of this research I have worked in countries such as Senegal, Chile, and China.

This area of recent research can be classified into three areas:

1) My research into affect (e.g., mood and emotions) looks at the impact of affect on consumer decision-taking. This research finds that customer mood impacts tolerance for ambiguity (Braun-LaTour, Puccinelli & Mast, 2007), preference for spokespeople in an advertisement (Puccinelli, 2006), choice of retail outlets (Puccinelli, Deshpandé, and Isen, 2007) and preference for ads (Puccinelli, Wilcox, & Grewal, 2015). Surprisingly, this work finds that people in a bad mood avoid options that make them feel better and suggests that successful firms will seek to customise their offerings to match such customer attributes.

2) A second line of work looks at the effect of being able to read affect in interpersonal contexts. This research finds that customers perceive salespeople skilled at reading nonverbal cues to customer affect as offering higher quality service (Puccinelli et al., 2013).

3) In a third line of research, I consider psychological factors that drive customer retail behaviour. This research finds, for example, that men perceive retailers featuring prices in red as offering better savings than retailers offering prices in black, while women show no such effect (Puccinelli et al. 2013).

Willing to supervise PhD

I am very interested in supervising new doctoral students. My expectation would be that they have a passion for research, aspire to an academic career, and have a strong interest in consumer behaviour. I have access to a fully-funded studentship for a talented candidate. To ensure an optimal doctoral student experience, I only accept students interested in doing work very close to my areas of interest and will usually start by collaborating on an existing project.

Fingerprint Dive into the research topics where Nancy Puccinelli is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Emotions Medicine & Life Sciences
Research Medicine & Life Sciences
Cues Medicine & Life Sciences
Nonverbal Communication Medicine & Life Sciences
Occupational Therapy Medicine & Life Sciences
Interpersonal Relations Medicine & Life Sciences
Marketing Medicine & Life Sciences
Aptitude Medicine & Life Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 1999 2018

Effect of Affect on Consumer Behaviour: A Meta-Analytic Integration

Puccinelli, N., Grewal, D., Motyka, S., Andrzejewski, S. A. & Avnet, T., 2018, Marketing Science Institute, 25 p. (Working Paper Series 2016).

Research output: Working paper

How In-Store Retail Atmospheric Elements Can Create Customer Engagement

Schweiger, E., Roggeveen, A. L., Grewal, D. & Puccinelli, N., 2018, Handbook of Customer Engagement Research.

Research output: Chapter in Book/Report/Conference proceedingChapter

12 Citations (Scopus)
13 Downloads (Pure)

Meta-analysis: integrating accumulated knowledge

Grewal, D., Puccinelli, N. & Monroe, K. B., 31 Jan 2018, In : Journal of the Academy of Marketing Science. 46, 1, p. 9-30 22 p.

Research output: Contribution to journalReview article

Open Access
Structural model
Marketing theory

Which side is right? Enhancing customer experience through visual price dominance

Suri, R., Puccinelli, N., Grewal, D., Roggeveen, A., Agrali, A. & Ayaz, H., 1 Jan 2016, In : Advances in Consumer Research. 44, p. 646-647 2 p.

Research output: Contribution to journalArticle

Customer experience
Price perception
18 Citations (Scopus)

Consumers' response to commercials: when the energy level in the commercial conflicts with the media context

Puccinelli, N. M., Wilcox, K. & Grewal, D., 15 Mar 2015, In : Journal of Marketing. 79, 2, p. 1-18 18 p.

Research output: Contribution to journalArticle

Consumer response
Field experiment