The Wharton School
Ira A. Lipman Associate Professor of Marketing

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)

Past Courses


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.

  • Outstanding Reviewer, Journal of Consumer Research, 2016
  • Wharton WEMBA Class of 2016 Excellence in Teaching Award, 2016
  • MBA Core Curriculum Award, “Goes Above and Beyond the Call of Duty”, 2014
  • MBA Core Curriculum Award “Goes Above And Beyond The Call of Duty”, 2012
  • MBA Core Curriculum Excellence in Teaching Award, 2011
  • Wharton Excellence in Teaching Award, 2010
  • MBA Core Curriculum Award “Goes Above And Beyond The Call of Duty”, 2008
  • Wharton Excellence In Teaching Award, 2007
  • Fellow, Wharton Risk Center, 2007
  • Wharton Excellence in Teaching Award, 2006
  • 2001 Marketing Science Institute Young Scholars Conference, 2001
  • 20002006 James G. Campbell Jr. Memorial Term Assistant Professor, 2000
  • 1999 Marketing Science Institute Research Grant (with Aimee Drolet), 1999
  • 1997 Procter & Gamble Market Innovation Research Fund Recipient, 1997
  • 1997 UCLA Graduate Division Merit Fellowship, 1997
  • 1997 American Marketing Association Doctoral Consortium Fellow, 1997
  • 1997 Center for International Business (CIBER), Internationalization Marketing Consortium Fellow, 1997
  • 1996 CIBER International Research Grant (with Jennifer Aaker), 1996
  • 19921993 Los Angeles Women in Business MBA Fellowship Recipient, 1992
  • 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, 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

Knowledge @ Wharton

  • Emotions as ‘Power’: How to Handle Chronic Stress, Knowledge @ Wharton 04/25/2017
  • Talcum Trouble: Where Does J&J’s Responsibility Lie?, Knowledge @ Wharton 05/11/2016
  • Customer Journey Mapping Is at the Heart of Digital Transformation, Knowledge @ Wharton 11/04/2015
  • Six Lessons Your Brand Can Learn from Google’s Logo Reboot, Knowledge @ Wharton 09/01/2015
  • Research Roundup: Foreign Diversification, Social Comparisons and Consumer Identity, Knowledge @ Wharton 05/08/2013
  • How ‘Scroogled’ Could Hurt Both Microsoft and Google, Knowledge @ Wharton 03/08/2013
  • The Hazards of Celebrity Endorsements in the Age of Twitter, Knowledge @ Wharton 02/27/2013
  • Patients versus Profits at Johnson & Johnson: Has the Company Lost its Way?, Knowledge @ Wharton 02/15/2012
  • Seeing Red, Knowledge @ Wharton 01/30/2012
  • Has Reebok Misled with Its EasyTone Ads? No ‘Butts’ About It, Knowledge @ Wharton 09/30/2011
  • Ronald McDonald — Ambassador of Goodwill — Or Purveyor of Poor Health?, Knowledge @ Wharton 05/19/2011
  • Will Fewer Choices Reap Higher Profits for the Girl Scouts?, Knowledge @ Wharton 02/03/2011
  • Logo Overhaul: Will Customers Still Answer the Siren Call of Starbucks?, Knowledge @ Wharton 02/02/2011
  • Can Walmart Make Us Thinner?, Knowledge @ Wharton 01/24/2011
  • Available All the Time: Etiquette for the Social Networking Age, Knowledge @ Wharton 03/08/2010
  • Brands on the Brink: Marketing in a Down Economy, Knowledge @ Wharton 02/03/2010
  • Buying Authenticity, Knowledge @ Wharton 10/06/2009
  • Available All the Time: Etiquette for the Social Networking Age, Knowledge @ Wharton 09/30/2009
  • Technological Evolution Stirs a Publishing Revolution, Knowledge @ Wharton 08/05/2009
  • Marketing for Financial Advisors: Harness Data, Drill Deep into a Niche — and Thrive, Knowledge @ Wharton 07/22/2009
  • When the Going Gets Tough, the Tough Don’t Skimp on Their Ad Budgets, Knowledge @ Wharton 11/26/2008
  • ‘Deadtree Medium’ No Longer: For Many Marketers, Print Outperforms Digital, Knowledge @ Wharton 03/19/2008
  • If Online Marketing Is the Future, Why Are Some CMOs Stuck in the Past?, Knowledge @ Wharton 02/06/2008
  • Super Bowl Showstoppers: Despite the Economy, the Big Game Is Still on for Advertisers, Knowledge @ Wharton 01/23/2008
  • The Holiday Shopping Outlook: I Saw Mommy Dissing Santa Claus, Knowledge @ Wharton 11/14/2007
  • In the Growing Market for Online Video, TV Networks Want a Piece of the Action, Knowledge @ Wharton 10/03/2007
  • Media Moves: Will the New Online Advertising Models Click?, Knowledge @ Wharton 05/30/2007
  • At Google, the Search Is On for a New Approach to Old Media, Knowledge @ Wharton 03/07/2007
  • Brand It Like Beckham: Can the Soccer Star Sustain the Hype?, Knowledge @ Wharton 01/24/2007
  • Product Placement in the Pews? Microtargeting Meets Megachurches, Knowledge @ Wharton 11/15/2006
  • Burgers and Other Goods in the Blink of an Eye: How Effective Are Short Ads?, Knowledge @ Wharton 10/18/2006
  • To Blog or Not to Blog: Report from the Front, Knowledge @ Wharton 10/18/2006
  • Will the New Nike+iPod Sport Kit Hit the Ground Running, or Hit the Wall?, Knowledge @ Wharton 07/26/2006
  • The Coffee Wars Heat Up: New Strategies to Jolt the CaffeineConscious Consumer, Knowledge @ Wharton 04/19/2006
  • Talking Chimps, Subservient Chickens And Others Blend Entertainment and Advertising, Knowledge @ Wharton 04/05/2006
  • Christmas Creep: The Shopping Season Is Longer, but Is It Better?, Knowledge @ Wharton 03/01/2006
  • ‘Tastes Great, Less Filling, and Perfect with Cheese’: Beer Tries to Brew Up a New Image, Knowledge @ Wharton 01/25/2006
  • Food Fight: Obesity Raises Difficult Marketing Questions, Knowledge @ Wharton 03/09/2005
  • James Bond’s BMW and Other Product Placements: New, Racier Ways to Advertise, Knowledge @ Wharton 12/15/2004
  • Creating the Buzz Behind Bill’s Blockbuster, Knowledge @ Wharton 07/14/2004
  • Lowcarb, Highcarb: What’s a Baker/Pasta Maker to Do?, Knowledge @ Wharton 06/16/2004
  • Getting Close to the Customer: Quantitative vs. Qualitative Approaches, Knowledge @ Wharton 05/05/2004
  • It’s Showtime: Will the GEVivendi Deal Please the Critics?, Knowledge @ Wharton 09/10/2003
  • Darn Those PopUp Ads! They’re Maddening, But Do They Work?, Knowledge @ Wharton 08/13/2003
  • 2002: The Year of the Apology, Knowledge @ Wharton 12/04/2002

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