Nancy Puccinelli | University of Oxford (original) (raw)
Nancy Puccinelli is an Associate Professor of Marketing at Oxford University’s Said Business School. Trained at Harvard she has consulted some of the world’s largest organizations (Coca-Cola, Proctor & Gamble, CVS, Four Seasons Hotels, and Spencers -leading Indian retailer). Nancy’s research has been published in journals such as the Journal of Marketing, Journal of Consumer Psychology, and Journal of Retailing. She has been featured on national media in the US and UK such the CBS Early Show and BBC TV.
Supervisors: Daniel T. Gilbert and Robert Rosenthal
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Graduate Center of the City University of New York
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Papers by Nancy Puccinelli
ACR North American Advances, 2015
Psychology & Marketing, Sep 14, 2010
Synthesizing knowledge from psychology and marketing research, an understanding of nonverbal comm... more Synthesizing knowledge from psychology and marketing research, an understanding of nonverbal communication can help address when and how customers express their underlying feelings in retail interactions that are not evident in direct verbal expressions. Examining nonverbal behavior as an indirect measure of consumer response can enable retailers to better understand the needs of their customers. Nonverbal communication theory is used to develop a conceptual framework that builds on prior research on the situation, expressivity, social status, display rules, and their effects on customer expression. Lay wisdom suggests that customer expression should be revealing (e.g., “the eyes are the windows to the soul”). However, research reveals a myriad of situational factors that may lead customers to mask their true feelings. This paper offers nine theoretical propositions and summarizes research evidence related to these pro‐positions from various substantive domains for marketing research. © 2010 Wiley Periodicals, Inc.
Edward Elgar Publishing eBooks, 2019
ACR Asia-Pacific Advances, 2015
ACR North American Advances, 2016
Handbook of Research on Customer Engagement
ACR European Advances, 2018
ACR North American Advances, 2016
ACR North American Advances, 2015
ACR North American Advances, 2015
Journal of Retailing, 2021
Journal of the Academy of Marketing Science, 2017
Journal of Marketing, 2015
This research examines how media-induced consumer activation level affects consumer response to h... more This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers experiencing a deactivating emotion are less likely to watch highly energetic commercials and recall the advertiser compared with consumers who are not experiencing a deactivating emotion. The authors do not observe these effects when consumers experiencing a deactivating emotion watch commercials that are moderately energetic or when consumers do not experience a deactivating emotion. These findings suggest that when advertisers run commercials in a media context that induces a deactivating emotion (e.g., sadness, relaxation, contentment), t...
ACR North American Advances, 2015
Psychology & Marketing, Sep 14, 2010
Synthesizing knowledge from psychology and marketing research, an understanding of nonverbal comm... more Synthesizing knowledge from psychology and marketing research, an understanding of nonverbal communication can help address when and how customers express their underlying feelings in retail interactions that are not evident in direct verbal expressions. Examining nonverbal behavior as an indirect measure of consumer response can enable retailers to better understand the needs of their customers. Nonverbal communication theory is used to develop a conceptual framework that builds on prior research on the situation, expressivity, social status, display rules, and their effects on customer expression. Lay wisdom suggests that customer expression should be revealing (e.g., “the eyes are the windows to the soul”). However, research reveals a myriad of situational factors that may lead customers to mask their true feelings. This paper offers nine theoretical propositions and summarizes research evidence related to these pro‐positions from various substantive domains for marketing research. © 2010 Wiley Periodicals, Inc.
Edward Elgar Publishing eBooks, 2019
ACR Asia-Pacific Advances, 2015
ACR North American Advances, 2016
Handbook of Research on Customer Engagement
ACR European Advances, 2018
ACR North American Advances, 2016
ACR North American Advances, 2015
ACR North American Advances, 2015
Journal of Retailing, 2021
Journal of the Academy of Marketing Science, 2017
Journal of Marketing, 2015
This research examines how media-induced consumer activation level affects consumer response to h... more This research examines how media-induced consumer activation level affects consumer response to highly energetic commercials. Over six studies, including a Hulu field experiment, the authors report that consumers who are experiencing a deactivating emotion (e.g., sadness induced by a movie) find it more difficult to watch highly energetic commercials compared with consumers who are not experiencing a deactivating emotion. As a result, consumers experiencing a deactivating emotion are less likely to watch highly energetic commercials and recall the advertiser compared with consumers who are not experiencing a deactivating emotion. The authors do not observe these effects when consumers experiencing a deactivating emotion watch commercials that are moderately energetic or when consumers do not experience a deactivating emotion. These findings suggest that when advertisers run commercials in a media context that induces a deactivating emotion (e.g., sadness, relaxation, contentment), t...