Professor Patti Williams' research examines ways consumers' emotional responses influence consumption and persuasion. Her current research projects focus on how emotions influence consumer decisions and processes of persuasion; consumer responses to emotional and attitudinal ambivalence; emotion regulation; and the emotions associated with social identities.
Professor Williams' research has been published in toptier academic journals including the Journal of Consumer Research, the Journal of Marketing Research and the Journal of Experimental Psychology: Applied. She serves on the Editorial Review Boards for the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Marketing Research, and the Journal of Marketing. She previously served as an Associate Editor at the Journal of Consumer Research.
She teaches the core MBA course Marketing 611: Marketing Planning course to full time and executive MBA students. Professor Williams earned her PhD and MBA from the University of California, Los Angeles and her BA from Stanford University.
Nicole M. Verrochi Coleman, Patti Williams, Andrea C. Morales, Gavan J. Fitzsimons (Under Revision), Emotional Reactions to Stockouts: Predicting Retaliatory Behaviors.
Patti Williams, Nicole Verrochi Coleman, Andrea C. Morales, Ludovica Cesareo (Under Review), Connections to Brands that Help Others versus Help the Self: The Impact of Awe and Pride on Consumer Relationships with SocialBenefit and Luxury Brands.
Nicole M. Verrochi Coleman, Patti Williams, Andrea C. Morales, Andrew Edward White (2017), Attention, Attitudes and Action: When and Why Incidental Fear Increases Consumer Choice , Journal of Consumer Research.
Yimin Cheng, Patti Williams, Anirban Mukhopadhyay (Under Revision), Smiling Signals Intrinsic Motivation.
Nicole Verrochi Coleman and Patti Williams (Under Revision), That's Not How I Should Feel: Emotions in Identity Management and Verification.
Nicole M. Verrochi Coleman and Patti Williams (2015), Looking for My Self: IdentityDriven Attention Allocation , Journal of Consumer Psychology, 25 (3), pp. 504511.
Patti Williams and Nicole Verrochi Coleman (Under Revision), Hardening my Heart: Regulating Emotions to Resist Sad Appeals.
Patti Williams (2014), Emotions and Consumer Behavior , Journal of Consumer Research, 40 (5).
Nicole Verrochi Coleman and Patti Williams (2013), Feeling Like My Self: Emotion Profiles and Social Identity , Journal of Consumer Research, 40 (August)), pp. 203222.
Abstract: Individuals possess social identities that contain unique, identityrelevant attitudes, behaviors and beliefs providing "whattodo" information when enacting that identity. We suggest that social identities are also associated with specific discrete emotion profiles providing "whattofeel" information during identity enactment. We show that consumers prefer emotiona stimuli consistent with their salient social identity, make product choices and emotion regulating consumption decisions to enhance (reduce) their experience of identityconsistent (inconsistent) emotions, and that experiencing identityconsistent emotions aids in the performance of identityrelevant tasks.
Nicole M. Verrochi Coleman and Patti Williams, The Emotional Self (2013)
The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Furthermore, marketing is critical to the success of firms that will shape the consumptionled economies that are fueled by these technologies. MKTG 227 provides a researchbased and frameworkdriven approach to succeeding in this environment, through a rigorous approach to understanding digital marketing and electronic commerce. ,The course is organized into two sections and utilizes relevant theory, empirical analysis, and practical examples, to develop the key learning points. Guests from the entrepreneur and investor communities participate as well, as appropriate. Part I presents the behavioral foundations for understanding commerce and emerging business models, and covers the relevant phenomena and theory from economics, marketing, and related fields. Part II focuses on the principles and mechanics of digital marketing tools and tactics, and also briefly covers social commerce and new media.
This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's (1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course uses lectures and case discussions, case writeups, student presentations, and a comprehensive final examination to achieve these objectives.
A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.
The purpose of this seminar is to provide graduate students with a solid foundation for critical thinking and research in psychology and marketing on information processing related topics. Topics of discussion include consumer knowledge (learning, memory and categorization), attitude theory, persuasion, affect and social influence. The course draws from the literature in marketing, psychology and economics. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base.
Requires written permission of instructor and the department graduate adviser.
19911993 Dean’s List, UCLA, MBA Program, 1991
Super Bowl Ads Were Slightly Less Sexist This Year. Don’t Celebrate Yet., The New Republic 02/01/2015
Expect Lots of Puppies, Little Cleavage in SuperBowl Ads, Fortune 01/30/2015
What the #%*# Did That Ad Just Say?, Marketplace 06/04/2013
Research Roundup: Foreign Diversification, Social Comparisons and Consumer Identity, Knowledge at Wharton 05/08/2013
Lights, cameras…nappies, Financial Times 04/11/2013
The Hazards of Celebrity Endorsements in the Age of Twitter, Knowledge@Wharton 04/09/2013
Vegetables in the Winter, Served Family Style, New York Times 01/29/2013
Merck Under Fire for Marketing Meds to Kids, Marketplace Business 06/21/2012
Thinking vs. Feeling: The Psychology of Advertising, The Atlantic 10/27/2011
Silicon Valley moves into Madison Avenue | Marketplace From American Public Media, Marketplace Public Radio 10/03/2011
Circles and Swooshes: What’s Behind the Trend Toward Kinder, Gentler Logos, Time 03/14/2011
Will Fewer Choices Reap Higher Profits for the Girl Scouts, Knowlege@Wharton Today 02/03/2011
Top Business Trends of 2010, Wharton@Work 01/01/2010
For ‘Avatar,’ An Unprecedented Marketing Push, NPR 12/17/2009
Do Ads with High Schock Value Work?, Marketplace 10/14/2009
The Urge to Buy Turns on Ethics, Philadelphia Inquirer 09/19/2009
Worn Clothes Make the Man, Wall Street Journal 08/20/2009
Hog Futures Down, Knowledge@Wharton 07/20/2009
Warmer, Fuzzier: The Refreshed Logo, New York Times 05/31/2009
ITunes: The Preferred Plastic, Philadelphia Inquirer 02/04/2009
World’s most recessionproof economy? The Super Bowl, Espn.com 01/28/2008
Why Do Some People Shop Impulsively, Newsweek 08/17/2007
Guilt Won’t Stop Impulsive Shoppers, Researchers Say, CBC 08/09/2007
Single Question Could Lead to Drug Use, ABC News 07/26/2006
Do Mixed Emotions and Advertising Mix?, Knowledge@Wharton 10/16/2000
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