Nicole Verrochi Coleman is an associate 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.”
Courses Recently Taught
Awards and Honors
- Robert Ferber Award, 2014
- University of Pittsburgh Honors College: Faculty Honoree, 2013
- Excellence in Teaching Award; University of Pittsburgh, CBA, 2011, 2013, 2014, 2018
- Most Valuable Professor Award; University of Pittsburgh, 2018, 2019
- 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
- PhD, Managerial Science and Applied Economics, 2010, University of Pennsylvania
- MS, Managerial Science and Applied Economics, 2010, University of Pennsylvania
- BS, BA, Cum Laude, 2005, University of Pennsylvania
Coleman, Nicole Verrochi, Patti Williams, and Andrea C. Morales, (2019), “Identity Threats, Compensatory Consumption, and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products,” Journal of Consumer Research, forthcoming.
Grewal, Lauren, Andrew Stephen, and Nicole Verrochi Coleman, (2019), “When Posting about Products in Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest,” Journal of Marketing Research, 56 (April), 197-210.
Nikolova, Hristina, Cait Lamberton, and Nicole Verrochi Coleman, (2018), “Stranger Danger: When and Why Consumer Dyads Behave Less Ethically than Individuals,” Journal of Consumer Research, 1 (June), 90-108.
Williams, Patti, Nicole Verrochi Coleman, Andrea C. Morales, and 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, 3 (March), 202-215.
Coleman, Nicole Verrochi, Patti Williams, Andrea C. Morales, and Andrew Edward White (2017), “Attention, Attitudes, and Action: The Effect of Incidental Fear on Choice Deferral,” Journal of Consumer Research, 44 (August), 283-312.
Coleman, Nicole Verrochi and Patti Williams (2015), “Looking for My Self: Identity-Driven Attention Allocation,” Journal of Consumer Psychology, 25 (July), 504-511.
Coleman, Nicole Verrochi and Patti Williams (2013), “Feeling like My Self: Emotion Profiles and Social Identity,” Journal of Consumer Research, 40 (August), 203-222. (Lead Article)
Small, Deborah A. and Nicole M. Verrochi (2009), “The Face of Need: Facial Emotion Expression on Charity Advertisements,” Journal of Marketing Research, 46 (December), 777-787.
- Dommer, Sara Loughran, Nicole Verrochi Coleman, and Karen Page Winterich, “The Effect of Self-Structure on Responses to Identity-Based Targeting”
- Nikolova, Hristina, Nicole Verrochi Coleman, and Cait Lamberton, “Marketing in an Identity-Threatened World: Consumer Coping Strategies and Consumption”
- Coleman, Nicole Verrochi, Patti Williams, and Andrea C. Morales, “Does Symbolic Self-Completion Repair the Self? The Impact of Compensatory Consumption on Implicit vs. Explicit Self-Esteem”
- Dommer, Sara Loughran and Nicole Verrochi Coleman, “Who’s the Big Spender? Compensatory Consumption, Self-Discrepancy, and Gender”
- Grewal, Lauren, Cait Lamberton, and Nicole Verrochi Coleman, “Food Identity”
- Coleman, Nicole Verrochi, Patti Williams, and Andrea C. Morales, “Hardening My Heart: Persuasion Knowledge Activation and Emotion Regulation to Resist Sad Appeals”
- Dommer, Sara Loughran, Karen Page Winterich, and Nicole Verrochi Coleman, “Choosing Between Me’s: How Self-Structure Increases Decision Difficulty”
- Dommer, Sara Loughran and Nicole Verrochi Coleman, “Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards”
- Dommer, Sara Loughran, and Nicole Verrochi Coleman, “Self-Deceptive Counterfeit Products: Motivated Reasoning in Compensatory Consumption”
Nicole loves spending time with her family, especially visiting the many Pittsburgh museums and parks. To relax, she also enjoys painting and drawing in her home studio.