Wisconsin School of Business
Assistant Professor - Marketing

Paola Mallucci holds a Ph.D. in marketing from the University of Minnesota in Minneapolis and holds an MS in marketing from Universita’ Bocconi in Milan, Italy. In Italy, Mallucci also worked for Procter and Gamble as an assistant brand manager. Her teaching interests are in the area of channel management, marketing research, and marketing management. In her work, she investigates how social preferences, such as social pressure and fairness, can affect important marketing decisions, such as product pricing in channels and corporate social responsibility actions.

Selected Accepted Journal Articles

Mallucci, P. & Cui, T. & Raju, J. & Zhang, Z. (2015). Social Preferences and Distribution Channels. Book

Selected Published Journal Articles

Mallucci, P. & Cui, T. (2016). Fairness Ideals in Distribution Channels. Journal of Marketing Research (53), 969-987.

Working Papers

  • Mallucci, P. & Cui, T. & Wu, D. (2017). Power and Fairness: Evidence from a Modified Ultimatum Game.
  • Mallucci, P. & Cui, T. & Zhang, Z. (2016). Competitive Implications of Haggling: the Role of Regret.
  • Mallucci, P. & Narasimhan, O. & John, G. Contractual Choices and their Consequences in a Time Inconsisten World.


Marketing Colloquia Series ( 2011 ) Fairness Ideals in Distribution Channels

Student Sustainability Symposium ( 2011 ) The Cost of Social Pressure on Sustainability Marketing Initiatives

Marketing Science ( 2011 ) Pricing Format Choices and Time Inconsistency in the Field

Multi-Disciplinary Academic Research Summit ( 2011 ) Unpacking Consumer and Corporate Motives for Corporate Social Responsibility

Haring Symposium ( 2011 ) Bounded Rationality and Fairness Ideals in Distribution Channels

CLEACC-ACME PhD Colloquia ( 2011 ) Fairness in Vertical Channel Relations - An experimental investigation

INFORMS Annual Meeting ( 2010 ) Competitive Implications of Haggling -- A Theoretical and Experimental Investigation

Marketing Science ( 2010 ) Quantal Response Equilibrium in a Fair-Channel -- An Experimental Investigation

INFORMS Annual Meeting ( 2009 ) Quantal Response Equilibrium in a fair Channel

Editorial and Reviewing Activities

  • January 0001 - December 2016 Ad Hoc Reviewer

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