Nicole Verrochi Coleman

  • Assistant Professor of Business Administration


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.”

Courses Recently Taught

Consumer Behavior

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


  • 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

Recent Publications

Coleman, Nicole Verrochi, Patti Williams, Andrea C. Morales, and Andrew Edward White (forthcoming), “Attention, Attitude, and Action: The Effect of Incidental Fear on Choice Deferral," Journal of Consumer Research.

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) 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, 46 (December), 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

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.”

CV File

Academic Area

Marketing and Business Economics

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.