Research Interests: emotion regulation, emotional and attitudinal ambivalence, emotions and social identity, the persuasive effects of emotion, brand purpose
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. She is 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.
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.
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.
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.
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.
In a stark turnabout, the NFL is now embracing the same goals of social justice and racial equality that cost quarterback Colin Kaepernick his football career. Experts explain the change and why other brands should follow suit.Knowledge @ Wharton - 9/11/2020
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
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