prof.dr. S. (Stefano) Puntoni

Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Fellow ERIM
Field: Marketing
Affiliated since 2005

Click here for my CV.

I am a professor of marketing and a behavioral scientist at the Rotterdam School of Management, Erasmus University. I am also the head of the Department of Marketing Management at RSM and the director of the Psychology of AI Lab at the Erasmus Centre for Data Analytics.

Finishing high-school in Italy, I didn’t know what to do so I decided to buy myself some time by studying statistics—understanding data seemed a useful thing in life. Few years later, I enrolled in the PhD program at London Business School and discovered a passion for studying consumption and decision-making.

My main research interests are in the area of autonomous technology adoption, both in consumer markets and production. Most of my current projects explore the value of human labor in the age of AI. In addition, I have published papers in the areas of advertising language, consumer identity, and numerical cognition. My research has appeared in Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Management Science, Nature Human Behaviour, Journal of Consumer Psychology, Journal of the Association for Consumer Research, Organizational Behavior and Human Decision Processes, International Journal of Research in Marketing, and other journals. I have also published in managerial outlets like Harvard Business Review and MIT Sloan Management Review, and my research is often featured in the media. I am currently an Associate Editor at the Journal of Consumer Research and at the Journal of Marketing.

I teach in the areas of marketing strategy, innovation and technology adoption, brand management, and decision making. Sometimes, I also help companies with training and consulting. In addition to RSM, I have taught at Lancaster University, London Business School, Bocconi University, and the American University in Cairo.

Publications

  • Academic (3)
    • Sweldens, S., Puntoni, S., Kruger, J., & Vissers, M. (2012). The Bias in the Bias: Socially Desirable Responding in Comparative Optimism.

    • Sweldens, S., Puntoni, S., & Tavassoli, NT. (2009). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. 667.

    • Sweldens, S., Puntoni, S., & Tavassoli, NT. (2007). At Your Own Risk: The Influence of Self-Identity on Perceived Vulnerability to Identity-Specific Risks. 230-231.

  • Academic (36)
    • Leung, E., Cito, MC., Paolacci, G., & Puntoni, S. (2021). Preference for Material Products in Identity-Based Consumption. Journal of Consumer Psychology. https://doi.org/10.1002/jcpy.1272

    • Gai, J., & Puntoni, S. (2021). Language and Consumer Dishonesty: A Self-Diagnosticity Theory. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucab001

    • de Langhe, B., & Puntoni, S. (2021). Leading with decision-driven data analytics. MIT Sloan Management Review, 62(3). https://sloanreview-mit-edu.eur.idm.oclc.org/article/leading-with-decision-driven-data-analytics/

    • Puntoni, S., Walker Reczek, R., Giesler, M., & Botti, S. (2021). Consumers and Artificial Intelligence: An Experiential Perspective. Journal of Marketing, 85(1), 131-151. https://doi.org/10.1177/0022242920953847

    • Granulo, A., Fuchs, C., & Puntoni, S. (2021). Preference for Human (vs. Robotic) Labor is Stronger in Symbolic Consumption Contexts. Journal of Consumer Psychology, 31(1), 72-80. https://doi.org/10.1002/jcpy.1181

    • Wertenbroch, K., Schrift, R., Alba, JW., Barasch, A., Bhattacharjee, A., Giesler, M., Knobe, J., Lehmann, DR., Matz, S., Nave, G., Parker, JR., Puntoni, S., Zweber, Y., & Zheng, YY. (2020). Autonomy in Consumer Choice. Marketing Letters, 31(4), 429-439. https://doi.org/10.1007/s11002-020-09521-z

    • van Osselaer, S., Fuchs, C., Schreier, M., & Puntoni, S. (2020). The Power of Personal. Journal of Retailing, 96(1), 88-100. https://doi.org/10.1016/j.jretai.2019.12.006

    • Granulo, A., Fuchs, C., & Puntoni, S. (2019). Psychological reactions to human versus robotic job replacement. Nature Human Behaviour. https://doi.org/10.1038/s41562-019-0670-y

    • Leung, E., Paolacci, G., & Puntoni, S. (2018). Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior. Journal of Marketing Research, 55(6), 818-831. https://doi.org/10.1509/jmr.16.0443

    • de Langhe, B., Puntoni, S., & Larrick, RP. (2017). Linear Thinking in a Nonlinear World. Harvard Business Review, 95(3), 130-139.

    • Weijters, B., Puntoni, S., & Baumgartner, H. (2017). Methodological issues in cross-linguistic and multilingual advertising research. Journal of Advertising, 46(1), 115-128. https://doi.org/10.1080/00913367.2016.1180656

    • Acar, O., & Puntoni, S. (2016). Customer Empowerment in the Digital Age. Journal of Advertising Research, 56(1), 4-8. https://doi.org/10.2501/JAR-2016-007

    • de Langhe, B., & Puntoni, S. (2016). Productivity Metrics and Consumers' Misunderstanding of Time Savings. Journal of Marketing Research, 53(3), 396-406. https://doi.org/10.1509/jmr.13.0229

    • Fernandes, D., Puntoni, S., Osselaer, S., & Cowley, E. (2016). When and Why We Forget to Buy. Journal of Consumer Psychology, 26(2), 363-380. https://doi.org/10.1016/j.jcps.2015.06.012

    • de Langhe, B., & Puntoni, S. (2014). Bang for the buck: Gain-loss ratio as a driver of judgment and choice. Management Science, 61(5), 1137-1163. https://doi.org/10.1287/mnsc.2014.2045

    • Puntoni, S., Hooge, IE., & Verbeke, W. (2014). Advertising-induced embarrassment. Journal of Advertising, 44(1), 71-79. https://doi.org/10.1080/00913367.2014.935899

    • Urminsky, O., Bartels, D., Giuliano, P., Newman, G., Puntoni, S., & Rips, L. (2014). Choice and Self: How Synchronic and Diachronic Identity Shape Choices and Decision Making. Marketing Letters, 25(3), 281-291. https://doi.org/10.1007/s11002-014-9312-3

    • Sweldens, S., Puntoni, S., Paolacci, G., & Vissers, M. (2014). The Bias in the Bias: Comparative Optimism as a Function of Event Social Undesirability. Organizational Behavior and Human Decision Processes, 124(2), 229-244. https://doi.org/10.1016/j.obhdp.2014.03.007

    • de Langhe, B., van Osselaer, S., Puntoni, S., & McGill, A. (2014). Fooled by Heteroscedastic Randomness: Local Consistency Breeds Extremity in Price-Based Quality Inferences. Journal of Consumer Research, 41(4), 978-994. https://doi.org/10.1086/678035

    • Lenoir, ASI., Puntoni, S., Reed II, A., & Verlegh, PWJ. (2013). The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions. International Journal of Research in Marketing, 30(4), 426-428. https://doi.org/10.1016/j.ijresmar.2013.07.001

    • de Langhe, B., Osselaer, S., Puntoni, S., & Fernandes, D. (2012). Can you feel it? Emoties adverteren en meten in een vreemde taal. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2012(4), 59-74.

    • Reed, A., Forehand, M., Puntoni, S., & Warlop, L. (2012). Identity-based Consumer Behavior. International Journal of Research in Marketing, 29(4), 310-321. https://doi.org/10.1016/j.ijresmar.2012.08.002

    • Warlop, L., & Puntoni, S. (2012). Introduction to the Special Issue on Consumer identities. International Journal of Research in Marketing, 29(4), 307-309. https://doi.org/10.1016/j.ijresmar.2012.11.001

    • Puntoni, S., Vanhamme, J., & Visscher, R. (2011). Two Birds and One Stone: Purposeful Polysemy in Minority Targeting and Advertising Evaluations. Journal of Advertising, 40(1), 25-41. https://doi.org/10.2753/JOA0091-3367400102

    • de Langhe, B., Puntoni, S., Fernandes, D., & Osselaer, S. (2011). The Anchor Contraction Effect in International Marketing Research. Journal of Marketing Research, 48(2), 473-489. https://doi.org/10.1509/jmkr.48.2.366

    • Puntoni, S., Sweldens, S., & Tavassoli, NT. (2011). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. Journal of Marketing Research, 48(3), 413-424. https://doi.org/10.1509/jmkr.48.3.413

    • Puntoni, S. (2011). The color pink is bad for fighting breast cancer. Harvard Business Review, 89(7/8), 30-31.

    • Hamilton, RW., Puntoni, S., & Tavassoli, NT. (2010). Categorization by Groups and Individuals. Organizational Behavior and Human Decision Processes, 112(1), 70-81. https://doi.org/10.1016/j.obhdp.2010.01.002

    • Puntoni, S., Schroeder, JE., & Ritson, M. (2010). Meaning Matters: Polysemy in Advertising. Journal of Advertising, 39(2), 51-64. https://doi.org/10.2753/JOA0091-3367390204

    • Puntoni, S., de Langhe, B., & Osselaer, S. (2009). Bilingualism and the Emotional Intensity of Advertising Language. Journal of Consumer Research, 35(6), 1012-1025. https://doi.org/10.1086/595022

    • Puntoni, S., & Tavassoli, N. T. (2007). Social Context and Advertising Memory. Journal of Marketing Research, 44(2), 284-296. https://doi.org/10.1509/jmkr.44.2.284

    • Ambler, T., Kokkinaki, F., & Puntoni, S. (2004). Assessing Marketing Performance: Reasons for Metrics Selection. Journal of Marketing Management, 20(2), 94-110.

    • Puntoni, S. (2002). Towards a Framework for Understanding Consumer Acceptance of Pricing Systems in an Online Shopping Environment. Finanza Marketing e Produzione, 20(2), 94-110.

    • Goksel, S., Faro, D., & Puntoni, S. (Accepted/In press). Psychological Causes of Medical Signs Decrease Perceived Severity, Support for Care, and Donations. Journal of the Association for Consumer Research, 7(2), 164-174. https://doi.org/10.1086/718454

    • Yalcin, G., Themeli, E., Stamhuis, E., Philipsen, S., & Puntoni, S. (2022). Perceptions of Justice By Algorithms. Artificial Intelligence and Law. https://doi.org/10.1007/s10506-022-09312-z

    • Yalcin, G., Lim, S., Puntoni, S., & van Osselaer, S. M. J. (2022). Thumbs Up or Down: Consumer Reactions to Decisions by Algorithms Versus Humans. Journal of Marketing Research. https://doi.org/10.1177/00222437211070016

  • Professional (6)
  • Academic (2)
    • Leung, E., Paolacci, G., & Puntoni, S. (2019). How technology shapes identity-based consumer behavior. In Handbook of Research on Identity Theory in Marketing (pp. 240-254). Edward Elgar Publishing. https://doi.org/10.4337/9781788117739.00027

    • Ambler, T., & Puntoni, S. (2003). Measuring marketing performance. In Susan Hart, ed. (Ed.), Marketing Changes (pp. 289-352). International Thompson Business Press.

  • Professional (1)
    • Lenoir, ASI., Puntoni, S., Reed, A., & Verlegh, PWJ. (2015). Het targeten van etnische minderheden: de ene generatie is de andere niet. In A. E. Bronner, P. Dekker, E. de Leeuw, L. J. Paas, K. de Ruyter, A. Smidts, & J. E. Wieringa (Eds.), Ontwikkelingen in het marktonderzoek, Jaarboek MarktOnderzoekAssociatie (pp. 65-78). Spaar en Hout.

  • Popular (1)
    • de Langhe, B., Puntoni, S., & Larrick, R. (2017). Linear thinking in a nonlinear world: The obvious choice is often wrong. Harvard Business Review, 2017(July-August).

  • Academic (2)
    • Puntoni, S., & Tavassoli, N. T. (2005). Motivational Influences of Social Context on Consumer Behavior. In Advances in Consumer Research (Vol. 32, pp. 280-282)

    • Puntoni, S. (2001). Self-Identity and Purchase Intention: An Extension of the Theory of Planned Behavior. In European Advances in Consumer Research (Vol. 5, pp. 130-134)

  • Popular (1)
  • Role: Member Doctoral Committee
  • PhD Candidate: Baris Depecik
  • Time frame: 2008 - 2016
  • Role: Member Doctoral Committee
  • PhD Candidate: Mirre Stallen
  • Time frame: 2007 - 2013
The Functions and Dysfunctions of Memory Cues
  • Role: Daily Supervisor, Co-promotor
  • PhD Candidate: Daniel Fernandes
  • Time frame: 2008 - 2013
  • Role: Member Doctoral Committee
  • PhD Candidate: Irene Consiglio
  • Time frame: 2009 - 2016
  • Role: Member Doctoral Committee
  • PhD Candidate: Ezgi Akpinar
  • Time frame: 2007 - 2013
  • Role: Member Doctoral Committee
  • PhD Candidate: Ioannis Evangelidis
  • Time frame: 2010 - 2015
  • Role: Co-promotor
  • PhD Candidate: Anne-Sophie Lenoir
  • Time frame: 2011 - 2015
  • Role: Member Doctoral Committee
  • PhD Candidate: Laura Straeter
  • Time frame: 2012 - 2017
  • Role: Promotor
  • PhD Candidate: Elisa Maira
  • Time frame: 2012 - 2018
  • Role: Member Doctoral Committee
  • PhD Candidate: Rumen Pozharliev
  • Time frame: 2012 - 2017
  • Role: Promotor
  • PhD Candidate: Eugina Leung
  • Time frame: 2014 - 2019
  • Role: Promotor
  • PhD Candidate: Christilene du Plessis
  • Time frame: 2014 - 2017
  • Role: Promotor
  • PhD Candidate: Manissa Gunadi
  • Time frame: 2015 -
  • Role: Member Doctoral Committee
  • PhD Candidate: Anika Stuppy
  • Time frame: 2013 - 2018
  • Role: Promotor
  • PhD Candidate: Almira Abilova
  • Time frame: 2019 -
  • Role: Member Doctoral Committee
  • PhD Candidate: Linda Couwenberg
  • Time frame: 2012 - 2020
  • Role: Promotor
  • PhD Candidate: Begum Celiktutan
  • Time frame: 2020 -
  • Role: Promotor
  • PhD Candidate: Ibraheem Saleh Omar Badahdah
  • Time frame: 2020 -
  • Role: Promotor
  • PhD Candidate: Marina Lenkovskaya
  • Time frame: 2021 -
  • Role: Member Doctoral Committee
  • PhD Candidate: Catalina Ratala
  • Time frame: 2012 - 2022
  • Role: Member Doctoral Committee
  • PhD Candidate: Erik Waltré
  • Time frame: 2015 - 2022
Past
  • Current Topics in Marketing Research (2020/2021)
2015
March
13
Inaugural Address
As: Speaker
2010
June
21
Research Seminar
As: Coordinator
2010
June
11
2010
April
19
Research Seminar
As: Coordinator
2010
March
30
Research Seminar
As: Coordinator
2010
March
22
2010
March
15
Research Seminar
As: Coordinator
2010
February
15
2010
February
08
2010
January
20
Research Seminar
As: Coordinator
2009
December
09
2009
December
04
2009
November
09
2009
November
02
2009
October
22
Research Seminar
As: Coordinator
2009
October
05
Research Seminar
As: Coordinator
2009
August
31
Research Seminar
As: Coordinator
2009
April
20
2009
April
15
Research Seminar
As: Coordinator
2009
April
06
Research Seminar
As: Coordinator
2009
March
30
2009
March
23
Research Seminar
As: Coordinator
2009
March
19
2009
March
16
2009
March
13
Research Seminar
As: Coordinator
2009
March
02
2009
February
23
2009
February
20
Research Seminar
As: Coordinator
2009
January
26
2009
January
19
Research Seminar
As: Coordinator
2009
January
12
Research Seminar
As: Coordinator
2008
October
20
Research Seminar
As: Coordinator
2008
September
29
2008
September
22
2008
September
08

Address

Visiting address

Office: Mandeville Building T10-21
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands