Patti Williams

Patti Williams
  • Ira A. Lipman Associate Professor of Marketing

Contact Information

  • office Address:

    762 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: emotion regulation, emotional and attitudinal ambivalence, emotions and social identity, the persuasive effects of emotion

Links: CV

Overview

Professor Patti Williams 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.

Her 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 she currently serves as an Associate Editor at the Journal of Consumer Research.

She teaches a course on Strategic Brand Management to undergraduate and MBA students; previously she has taught the MBA core courses and classes on Advertising Management. Professor Williams earned her PhD and MBA from the University of California, Los Angeles and her BA from Stanford University.

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Research

  • Nicole M. Verrochi Coleman, Patti Williams, Andrea C. Morales, Gavan J. Fitzsimons (Under Revision), Emotional Reactions to Stockouts: Predicting Satisfaction and Retaliatory Behaviors.

  • Patti Williams, Nicole Verrochi Coleman, Andrea C. Morales, Ludovica Cesareo (2018), Connections to Brands that Help Others versus Help the Self: The Impact of Awe and Pride on Consumer Relationships with Social-Benefit and Luxury Brands, Journal of the Association for Consumer Research, 2018 (2), pp. 203-214.

  • Ludovica Cesareo, Eugenia C. Wu, Keisha M. Cutright, Patti Williams (Under Revision), The Consequences of Beautiful Products: Sacredness, Awe, and Forgiveness.

  • 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, 44, pp. 283-312.

  • Yimin Cheng, Patti Williams, Anirban Mukhopadhyay (Under Review), Smiling Signals Intrinsic Motivation.

  • Nicole Verrochi Coleman, Patti Williams, Andrea C. Morales (Forthcoming), Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products.

  • Nicole M. Verrochi Coleman and Patti Williams (2015), Looking for My Self: Identity-Driven Attention Allocation, Journal of Consumer Psychology, 25 (3), pp. 504-511.

  • 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. 203-222.

    Abstract: Individuals possess social identities that contain unique, identity-relevant attitudes, behaviors and beliefs providing "what-to-do" information when enacting that identity.  We suggest that social identities are also associated with specific discrete emotion profiles providing "what-to-feel" 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 identity-consistent (inconsistent) emotions, and that experiencing identity-consistent emotions aids in the performance of identity-relevant tasks.

Teaching

Past Courses

  • MKTG224 - ADVERTISING MANAGEMENT

    Immersion in the advertising development process and examination of the practice of advertising. Focuses on decisions regarding advertising objectives, copy selection, budget setting and media selection.

  • MKTG227 - MKTG AND ELECTRONIC COMM

    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 consumption-led economies that are fueled by these technologies. MKTG 227 provides a research-based and framework-driven 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.Guest speakers will participate as well, as appropriate.

  • MKTG278 - STRATEGIC BRAND MGMT

    Which brands make you happy? Apple? Amazon? Starbucks? Everlane? Soulcycle? Sweetgreen? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand. The course is created for students interested in building a brand and/or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, and a final project. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.

  • MKTG399 - INDEPENDENT STUDY

  • MKTG611 - MARKETING MANAGEMENT

    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 write-ups, student presentations, and a comprehensive final examination to achieve these objectives.

  • MKTG778 - STRATEGIC BRAND MGMT

    Which brands make you happy? Apple? Amazon? Starbucks? Everlane? Soulcycle? Sweetgreen? What draws you into these brands? How do companies create compelling brand experiences? How could you cultivate a well-loved brand? This course explores such questions with the goal of identifying the ingredients for building an inspired brand. The course is created for students interested in building a brand and/or immersing themselves in the enhancement of an existing brand, and it is comprised of lectures, cases, guest speakers, discussions, in and out of class exercises, and a final project. Broadly, the course will be divided into four parts: 1) Understanding Brand, 2) Crafting Brand, 3) Measuring Brand, and 4) Managing Brand. The course will provide students with an appreciation of the role of branding and (taking a consumer-centric approach) will augment students' ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands.

  • MKTG890 - ADVANCED STUDY PROJECT

    RETAIL ECOSYSTEM ACTION LEARNING PROJECTS: This course offers graduate students from Wharton and other Penn schools an opportunity to work on real-world projects for companies in the retail industry and in the wider retail ecosystem. It requires the exploration and analysis of actual business issues or opportunities identified by sponsoring/client companies, as well as the formulation of recommendations. It combines 1) academic principles, 2) application of prior business knowledge to the project at hand, and 3) a solutions-oriented mentality. In addition to supervised project work and regular updates to the corporate client/project sponsor, the course involves classroom meetings and discussions on topics pertaining to the projects. While this course focuses on "marketing" topics, projects might also incorporate topics from related disciplines such as operations, management of innovation & technology, data analytics, international management, design, and real estate. Indeed, the goal will be to constitute interdisciplinary teams from Wharton and other relevant Penn graduate schools. ADVANCED STUDY PROJECT (GENERAL): The principal objectives of this course are to provide opportunities for undertaking an in-depth study of a marketing problem and to develop the students' skills in evaluating research and designing marketing strategies for a variety of management situations. Selected projects can touch on any aspect of marketing as long as this entails the elements of problem structuring, data collection, data analysis, and report preparation. The course entails a considerable amount of independent work. (Strict library-type research is not appropriate) Class sessions are used to monitor progress on the project and provide suggestions for the research design and data analysis. The last portion of the course often includes an oral presentation by each group to the rest of the class and project sponsors. Along with marketing, the projects integrate other elements of management such as finance, production, research and development, and human resources.

  • MKTG899 - INDEPENDENT STUDY

    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.

  • MKTG952 - INFORMATION PROCESSING A

    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.

  • MKTG953 - INFORMATION PROCESSING B

    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.

  • MKTG995 - DISSERTATION

  • MKTG999 - INDEPENDENT STUDY

    Requires written permission of instructor and the department graduate adviser.

Awards and Honors

  • Outstanding Reviewer, Journal of Consumer Psychology, 2018
  • 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
  • 2000-2006 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
  • 1992-1993 Los Angeles Women in Business MBA Fellowship Recipient, 1992
  • 1991-1993 Dean’s List, UCLA, MBA Program, 1991

In the News

Knowledge @ Wharton

Activity

Latest Research

Nicole M. Verrochi Coleman, Patti Williams, Andrea C. Morales, Gavan J. Fitzsimons (Under Revision), Emotional Reactions to Stockouts: Predicting Satisfaction and Retaliatory Behaviors.
All Research

In the News

Emotions as ‘Power’: How to Handle Chronic Stress

Former U.S. Surgeon General Vivek Murthy says the key to alleviating chronic stress is right at our fingertips: establishing emotional well-being.

Knowledge @ Wharton - 2017/04/25
All News

Awards and Honors

Outstanding Reviewer, Journal of Consumer Psychology 2018
All Awards