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 Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

Emotions 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
Students Medicine & Life Sciences
Touch Medicine & Life Sciences

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Research Output 1999 2018

Meta-analysis: integrating accumulated knowledge

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

Research output: Contribution to journalReview article

Meta-analysis
Structural model
9 Citations

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

Energy
Activation
Meta-analysis
Movies
26 Citations

Regulatory fit: A meta-analytic synthesis

Motyka, S., Grewal, D., Puccinelli, N. M., Roggeveen, A. L., Avnet, T., Daryanto, A., de Ruyter, K. & Wetzels, M. Jul 2014 In : Journal of Consumer Psychology. 24, 3, p. 394-410 17 p.

Research output: Contribution to journalArticle

Meta-Analysis
Contextual factors
Evaluation
Behavioral intention
Meta-analysis
10 Citations

Retail atmospherics and in-store nonverbal cues: An introduction

Grewal, D., Roggeveen, A. L., Puccinelli, N. M. & Spence, C. 2014 In : Psychology and Marketing. 31, 7, p. 469-471 3 p.

Research output: Contribution to journalArticle

Cues
Retail
48 Citations

Store atmospherics: a multisensory perspective

Spence, C., Puccinelli, N. M., Grewal, D. & Roggeveen, A. L. Jul 2014 In : Psychology and Marketing. 31, 7, p. 472-488 17 p.

Research output: Contribution to journalArticle

Touch
Marketing
Consumer Behavior
Consumer behaviour
Retail