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Nicole Verrochi Coleman

Assistant Professor of Business Administration

Marketing and Business Economics

Office: 382C Mervis Hall

Curriculum Vitae: 

  • Ph.D., Managerial Science and Applied Economics, May 2010 The University of Pennsylvania
  • M.S., Managerial Science and Applied Economics, May 2010 The University of Pennsylvania
  • B.S., B.A., Cum Laude, May 2005 The University of Pennsylvania

Nicole Verrochi Coleman is an assistant professor of business administration. A member of the marketing faculty, Nicole's research examines how people's emotions, self-regulatory processes, and social identities interact to influence persuasion and consumption. Her primary research area is concerned with emotion regulation: How and when do consumers change, control, or mold their ongoing emotional experiences? Understanding what emotions consumers want to experience, and when, allows marketers to better tailor marketing communications and product attributes to the needs of individual consumer segments. A member of the Association for Consumer Research and the American Marketing Association, Nicole has worked with various companies-such as Nike, Pepsi, and the National Coalition of Floral Retailers-in an advisory or consulting role. Her teaching experience includes Consumer Behavior and Marketing Research, as well as New Product Development.

Her work has appeared in the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. Nicole serves on the editorial review board of the Journal of Consumer Research. In 2014, she received the Robert Ferber Award, given to the best paper published in the Journal of Consumer Research based on a doctoral dissertation, for her paper “Feeling Like My Self: Emotion Profiles and Social Identity.”

Coleman, Nicole Verrochi and Patti Williams (2012), "The Emotional Self in The Routledge Companion to Identity and Consumption, ed. Ayalla A. Ruvio and Russell Belk, New York, NY: Routledge, 43-51.

Recent Working Papers:

  • Robert Ferber Award, Co-Winner, 2014
  • University of Pittsburgh Honors College: Faculty Honoree, 2013
  • Excellence in Teaching Award; University of Pittsburgh, CBA 2011, 2013, 2014
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2009
  • Dean's Fellowship; Competitive Fifth-Year Funding, 2009
  • Jay H. Baker Retailing Initiative; Research Grant Recipient 2008, 2009
  • Russell Ackoff Award for Doctoral Student Research; Fellowship Recipient 2008, 2009

Nicole adores spending time with her husband and son, particularly exploring all the different Pittsburgh museums. To relax, she also enjoys painting and drawing in her home studio.

Grewal, Lauren, Andrew Stephen, and Nicole Verrochi Coleman “When Using Social Media Lowers Interest in Aspirational Goods: Relationships Between Self-Concept, Ownership, and Identity Signaling

Dommer, Sara Loughran and Nicole Verrochi Coleman, “The Intrinsic Incentive Model of Cheating: Diagnostic Self-Deception to Enhance the Self

Dommer, Sara Loughran, and Nicole Verrochi Coleman, “Faking It: Self-Discrepancy Fuels Self-Deceptive Perceptions of Counterfeit Products

Coleman, Nicole Verrochi and Patti Williams, “That's Not How I Should Feel: Emotions in Identity Management and Verification”

Dommer, Sara Loughran, Nicole Verrochi Coleman, and Karen Page Winterich “A Constellation of Many Identities: How Self-Complexity Increases Evaluations of Identity-Linked Products”

Nikolova, Hristina, Cait Lamberton, and Nicole Verrochi Coleman, “From Stranger Danger to Soulmate Superiority: How Consumer Dyads Make Ethical Decisions”