prof.dr. S. (Stefano) Puntoni
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
Abstract (3)
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Academic (3)
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Sweldens, S., Puntoni, S., Kruger, J., & Vissers, M. (2012). The Bias in the Bias: Socially Desirable Responding in Comparative Optimism.
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Sweldens, S., Puntoni, S., & Tavassoli, NT. (2009). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. 667.
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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.
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Article (42)
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Academic (36)
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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
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Gai, J., & Puntoni, S. (2021). Language and Consumer Dishonesty: A Self-Diagnosticity Theory. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucab001
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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/
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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
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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
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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
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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
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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
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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
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de Langhe, B., Puntoni, S., & Larrick, RP. (2017). Linear Thinking in a Nonlinear World. Harvard Business Review, 95(3), 130-139.
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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
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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
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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
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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
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Puntoni, S. (2011). The color pink is bad for fighting breast cancer. Harvard Business Review, 89(7/8), 30-31.
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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
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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
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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
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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
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Ambler, T., Kokkinaki, F., & Puntoni, S. (2004). Assessing Marketing Performance: Reasons for Metrics Selection. Journal of Marketing Management, 20(2), 94-110.
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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.
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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
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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
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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
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Professional (6)
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de Langhe, B., & Puntoni, S. (2021). What Leaders Get Wrong About Data-Driven Decisions. MIT Sloan Management Review, 62(3), 14-16. http://hdl.handle.net/1765/134544
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Puntoni, S. (2018). Amazing Machines and the Quest for Meaning in Consumption. GfK Marketing Intelligence Review, 10(2), 18-23. https://doi.org/10.2478/gfkmir-2018-0013
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Puntoni, S. (2016). Why twice as fast doesn't always mean twice the value. RSM Discovery - Management Knowledge, 26(2), 19-20. http://hdl.handle.net/1765/93035
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Lenoir, ASI., & Puntoni, S. (2014). Consumer responses to ethnic targeted marketing. RSM Insight, 17(1), 16-17. http://hdl.handle.net/1765/50716
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Puntoni, S., Vanhamme, J., & Visscher, R. (2012). Strategic ambiguity in minority targeting. RSM Insight, 10(2), 15-17. http://hdl.handle.net/1765/40040
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Puntoni, S., Sweldens, S., & Tavassoli, NT. (2011). Gender identity and breast cancer campaigns. RSM Insight, 7(3), 4-6. http://hdl.handle.net/1765/40036
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Chapter (3)
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Academic (2)
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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
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Ambler, T., & Puntoni, S. (2003). Measuring marketing performance. In Susan Hart, ed. (Ed.), Marketing Changes (pp. 289-352). International Thompson Business Press.
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Professional (1)
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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.
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Comment/Letter to the editor (1)
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Popular (1)
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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).
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Conference proceeding (2)
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Academic (2)
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Puntoni, S., & Tavassoli, N. T. (2005). Motivational Influences of Social Context on Consumer Behavior. In Advances in Consumer Research (Vol. 32, pp. 280-282)
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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)
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Inaugural speech (1)
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Popular (1)
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Puntoni, S. (2015). Embracing Diversity. Erasmus Research Institute of Management (ERIM). Inaugural Address Series http://hdl.handle.net/1765/77854
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PhD Tracks (24)
- Role: Member Doctoral Committee
- PhD Candidate: Baris Depecik
- Time frame: 2008 - 2016
- Role: Member Doctoral Committee
- PhD Candidate: Mirre Stallen
- Time frame: 2007 - 2013
- 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: Promotor
- PhD Candidate: Jia Gai
- Time frame: 2015 - 2020
- Role: Promotor
- PhD Candidate: Gizem Yalcin
- Time frame: 2017 - 2022
- 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: Promotor
- PhD Candidate: Ting-Yi Lin
- Time frame: 2021 -
- Role: Member Doctoral Committee
- PhD Candidate: Catalina Ratala
- Time frame: 2012 -
- Role: Member Doctoral Committee
- PhD Candidate: Erik Waltré
- Time frame: 2015 -
Courses (2)
- Current Topics in Marketing Research (2020/2021)
- Specialization Module on Consumer Behavior (2019/2020)
Events (58)
Awards (2)
- ERIM Award for 'Outstanding Performance by a Young Researcher' (2010)
- Fellowship - EUR (2007)
Address
Office: Mandeville Building T10-21
Burgemeester Oudlaan 50
3062 PA Rotterdam
Postbus 1738
3000 DR Rotterdam
Netherlands
