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, brand purpose

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; and emotion regulation.

Her research has been published in top-tier academic journals including the Journal of Marketing Research and the Journal of Experimental Psychology: Applied. She serves on the Editorial Review Board for the Journal of Marketing Research and is an Associate Editor at the Journal of Consumer Psychology. She previously served as an Associate Editor at the Journal of Consumer Research and as President of the Society for Consumer Psychology.

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

  • Yimin Cheng, Anirban Mukhopadhyay, Patti Williams (2020), Smiling Signals Intrinsic Motivation, Journal of Consumer Research, 46 (5), pp. 915-935. https://doi.org/10.1093/jcr/ucz023

  • Evan Weingarten, Amit Bhattacharjee, Patti Williams (Under Review), So Bad It’s Good: When Consumers Prefer the Bad Option.

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

  • 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.

  • Eric Bradlow, Keith Niedermeier, Patti Williams, Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan (2009)

  • 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 and 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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  • Gavan Fitzsimons, Joseph C. Nunes, Patti Williams (2007), License to Sin: The Liberating Role of Reporting Expectations, Journal of Consumer Research, 34 (June), pp. 22-31.

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  • Patti Williams, Lauren G. Block, Gavan J. Fitzsimons (2006), Simply Asking Questions About Health Behaviors Increases Both Healthy and Unhealthy Behaviors, Social Influence, 1 (2, June), pp. 117-127.

Teaching

Awards and Honors

  • President-Elect, Society for Consumer Psychology, 2019-2020
  • President, Society for Consumer Psychology, 2020-2021
  • 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
  • Past-President, Society for Consumer Psychology, 2020-2021
  • President, Society for Consumer Psychology, 2020-2021

In the News

Knowledge @ Wharton

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Latest Research

Yimin Cheng, Anirban Mukhopadhyay, Patti Williams (2020), Smiling Signals Intrinsic Motivation, Journal of Consumer Research, 46 (5), pp. 915-935. https://doi.org/10.1093/jcr/ucz023
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In the News

Into the Metaverse: Can Facebook Rebrand Itself?

Facebook’s name change to "Meta" signals a lot more about the company than a simple rebrand. Wharton marketing professor Patti Williams breaks down the decision and its implications for the world’s largest social media network.

Knowledge @ Wharton - 11/8/2021
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Wharton Magazine

20 Years of Knowledge@Wharton

In the two decades since its launch, Knowledge@Wharton has become an invaluable resource for lifelong learning online, on the radio, and on podcasts. Meet its visionary founder and the team that’s spreading insights and education to a global audience.

Wharton Magazine - 04/19/2019

Wharton Stories

A woman with long brown curly hair looks to the side, wears a black shirt, and smiles in front of a deep orange background.The Implications of Smiling at Work

Do you know how your employees really feel about their job? New research shows that an employee’s smile could be a reliable indicator.  Ira A. Lipman Associate Professor of Marketing Patti Williams sat down with Wharton Business Daily host Dan Loney to discuss a new research paper she co-authored, which…

Wharton Stories - 03/16/2020
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