Patti Williams
762 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA19104
Phone: (215) 898-0670
Fax: (215) 898-2534
pattiw@wharton.upenn.edu
Personal Website
762 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA19104
Phone: (215) 898-0670
Fax: (215) 898-2534
pattiw@wharton.upenn.edu
Personal Website
Research Interests:
The persuasive effects of emotion; emotional and attitudinal ambivalence; emotion regulation; conscious and non-conscious processes in consumer decision-making
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Patti Williams Professor Patti Williams' research examines ways consumers' emotional responses influence consumption and persuasion. Her current research projects focus on the persuasive effects of emotion; consumer responses to emotional and attitudinal ambivalence, emotion regulation, and implicit and explicit uses of consumer memory. Professor Williams' research has been published in top-tier 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 Psychology and the Journal of Marketing Research, and is an Associate Editor at the Journal of Consumer Research. She teaches undergraduate and MBA courses in Advertising Management and the core MBA Marketing 622: Marketing Strategy course to full time and executive MBA students. Professor Williams earned her PhD and MBA from the University of California, Los Angeles and her AB from Stanford University.
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| Current Research Papers | ||
| Nicole M. Verrochi, Patti Williams, Feeling Like Myself: Emotion Profiles and Social Identity | ||
| Patti Williams, Jennifer L. Aaker, When do Mixed Emotions Reflect Reality? | ||
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| Publications | ||
| Patti Williams, Nicole M. Verrochi (2012), The Emotional Self (forthcoming), In Identity and Consumption, Editors: Russell Belk and Ayalla Ruvio | ||
| Aimee Drolet, Loraine Lau-Gesk, Patti Williams, Hyewook Genevieve Jeong (2010), Socio-emotional Selectivity Theory: Implications for Consumer Research, In The Aging Consumer: Perspectives from Psychology and Economics, Drolet, Schwarz and Yoon (Eds.), Taylor & Francis | ||
| Eric Bradlow, Keith Niedermeier, Patti Williams (2009), Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan | ||
| Aimee L. Drolet, Patti Williams, Loraine Lau-Gesk (2007), Age-Related Differences in Responses to Emotional vs. Rational Ads for Hedonic vs. Utilitarian Products (Lead Article), Marketing Letters, Volume 18, Number 4 (December), pp. 211-221 | ||
| Suresh Ramanathan, Patti Williams (2007), Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions, Journal of Consumer Research, 34 (August), pp. 212-223 | ||
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| In The News | ||
| 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 | ||
| Logo Overhaul: Will Customers Still Answer the Siren Call of Starbucks?, Knowledge@Wharton, 02/02/2011 | ||
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| Awards | ||
| 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 | ||
| Fellow, Wharton Risk Center, 2007 | ||
| Wharton Excellence In Teaching Award, 2007 | ||
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Knowledge@Wharton  |
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| Logo Overhaul: Will Customers Still Answer the Siren Call of Starbucks? (02/02/2011) | ||
| Brands on the Brink: Marketing in a Down Economy (02/03/2010) | ||
| Available All the Time: Etiquette for the Social Networking Age (09/30/2009) | ||
| Technological Evolution Stirs a Publishing Revolution (08/05/2009) | ||
| Marketing for Financial Advisors: Harness Data, Drill Deep into a Niche -- and Thrive (07/22/2009) | ||
| When the Going Gets Tough, the Tough Don't Skimp on Their Ad Budgets (11/26/2008) | ||
| 'Dead-tree Medium' No Longer: For Many Marketers, Print Outperforms Digital (03/19/2008) | ||
| If Online Marketing Is the Future, Why Are Some CMOs Stuck in the Past? (02/06/2008) | ||
| Super Bowl Showstoppers: Despite the Economy, the Big Game Is Still on for Advertisers (01/23/2008) | ||
| The Holiday Shopping Outlook: I Saw Mommy Dissing Santa Claus (11/14/2007) |
