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prof.dr. S. (Stefano) Puntoni

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Stefano Puntoni
Professor of Marketing
Department of Marketing Management
Rotterdam School of Management (RSM)
Erasmus University Rotterdam

+31 10 4081184

spuntoni@rsm.nl

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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)

  • Yalcin, G., Themeli, E., Stamhuis, E., Philipsen, S., & Puntoni, S. (2023). Perceptions of Justice By Algorithms. Artificial Intelligence and Law, 31(2), 269-292. https://doi.org/10.1007/s10506-022-09312-z

  • Leung, E., Cito, MC., Paolacci, G., & Puntoni, S. (2022). Preference for Material Products in Identity-Based Consumption. Journal of Consumer Psychology, 32(4), 672-679. https://doi.org/10.1002/jcpy.1272

  • 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, 59(4), 696-717. https://doi.org/10.1177/00222437211070016

  • Goksel, S., Faro, D., & Puntoni, S. (2022). 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

  • 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/

  • 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

  • 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

  • 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

  • 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

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

  • 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. (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

  • 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. (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

  • 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

  • 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

  • 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

  • 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

  • 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.

  • 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

  • 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

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

  • 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

  • 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., 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.

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)

Awards

Courses

Past courses

Artificial Intelligence, Business and Consumers

  • Study year: 2021/2022
  • Code: B3EL110
  • Level: Bachelor 3, Bachelor 3, Bachelor 3

Create

  • Study year: 2021/2022
  • Code: B3T5101
  • Level: Bachelor 3, Bachelor 3, Bachelor 3

Harnessing creativity

  • Study year: 2021/2022
  • Code: B3MIN1045
  • Level: Bachelor, Bachelor 3, Bachelor 3

Current Topics in Marketing Research

  • Study year: 2019/2020, 2018/2019, 2016/2017, 2015/2016
  • Code: BERMASC040
  • ECTS: 5 Level: Master

IM Research clinic

  • Study year: 2019/2020
  • Code: BM-IMRC
  • Level: Master

Marketing Strategy

  • Study year: 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BM04MM
  • ECTS: 6 Level: Master, Master, Master, Master

MM Master Thesis

  • Study year: 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BMMTMM
  • ECTS: 16 Level: Master

Specialization Module on Consumer Behavior

  • Study year: 2019/2020
  • Code: BERMASC039
  • ECTS: 3 Level: Master

ERIM Research Clinic Marketing

  • Study year: 2017/2018, 2016/2017, 2015/2016, 2014/2015
  • Code: BERMRC003
  • ECTS: 4 Level: Master

Introduction to Business

  • Study year: 2017/2018, 2016/2017, 2015/2016, 2014/2015
  • Code: BAP064
  • ECTS: 5 Level: Bachelor 1, Bachelor 1

Current Topics in Marketing Research

  • Study year: 2014/2015
  • Code: BERMASC037
  • ECTS: 3 Level: Master

Marketing strategy

  • Study year: 2014/2015
  • Code: RSM04MM
  • ECTS: 6 Level: Master

MM master thesis

  • Study year: 2014/2015
  • Code: RSMMTMM
  • ECTS: 16

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Contact information

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Campus by Summer

Visiting address

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

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

+31 10 4081184

spuntoni@rsm.nl