Nicole Verrochi Coleman

Assistant Professor of Business Administration
Marketing and Business Economics
Office: 
382C Mervis Hall
Phone: 
412-624-4190
Curriculum Vitae: 

Degrees

Ph.D., Managerial Science and Applied Economics, May 2010
The University of Pennsylvania, Philadelphia, PA
The Wharton School: Marketing

M.S., Managerial Science and Applied Economics, May 2010
The University of Pennsylvania, Philadelphia, PA
The Wharton School: Marketing

B.S., B.A., Cum Laude, May 2005
The University of Pennsylvania, Philadelphia, PA
The Wharton School: Bachelor of Science in Economics (Marketing)
The College of Arts and Sciences: Bachelor of Arts (Fine Arts)

Courses Recently Taught

  • Consumer Behavior

Profile

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.”

Recent Publications

Coleman, Nicole Verrochi and Patti Williams (2015), “Looking for My Self: Identity-Driven Attention Allocation,” Journal of Consumer Psychology, forthcoming.

Coleman, Nicole Verrochi and Patti Williams (2013), "Feeling Like My Self: Emotion Profiles and Social Identity," Journal of Consumer Research, August (40:2), 203-222. (Lead Article)

  • Robert Ferber Award, Co-Winner

Small, Deborah A. and Nicole M. Verrochi (2009), "The Face of Need: Facial Emotion Expression on Charity Advertisements," Journal of Marketing Research, December (46: 6), 777-787.

Book Chapters

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

Nikolova, Hristina, Cait Lamberton, and Nicole Verrochi Coleman, “When and Why we Partner-in-Crime: Comparing the unethical Decisions of Dyads and Individuals”

Coleman, Nicole Verrochi and Patti Williams, “Hardening My Heart: Persuasion Knowledge Activation and Emotion Regulation to Resist Sad Appeals”

Dommer, Sara Loughran and Nicole Verrochi Coleman, “Seeking Ideal Self-Congruency: The Role of Self-Discrepancy and Gendered Relationship (Brand vs. Social) Avenues”

Dommer, Sara Loughran and Nicole Verrochi Coleman, “Closing the Gap: How Self-Discrepancy Drives Ideal Self-Congruency with Brands and Self-Deception”

Nikolova, Hristina, Nicole Verrochi Coleman, and Cait Lamberton, “Strategies to Cope with Social Identity Threats: Defending the “Self” without Sabotaging Self-Control”

Coleman, Nicole Verrochi and Patti Williams, “That’s Not How I Should Feel: Emotion Profile-Inconsistent Emotions as Identity Threats” 

Awards and Honors

  • 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

Personal Interests

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.

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