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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)
  • 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)

Courses

Artificial Intelligence, Business and Consumers

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

Harnessing creativity

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

Create

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

Past courses

Current Topics in Marketing Research

  • Study year: 2020/2021, 2019/2020, 2018/2019, 2016/2017, 2015/2016
  • Code: BERMASC040
  • ECTS: 5 Level: Master, PhD

Marketing Strategy

  • Study year: 2020/2021, 2019/2020, 2018/2019, 2017/2018, 2016/2017, 2015/2016
  • Code: BM04MM
  • ECTS: 6 Level: ERIM, Exchange, IM/CEMS, Master

IM Research clinic

  • Study year: 2019/2020
  • Code: BM-IMRC
  • Level: 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, 2013/2014
  • 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, 2013/2014
  • Code: RSM04MM
  • ECTS: 6 Level: Master

MM master thesis

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

Introduction to Business

  • Study year: 2013/2014, 2012/2013
  • Code: BAP64
  • ECTS: 5 Level: Bachelor 1

Marketing management honours course

  • Study year: 2013/2014
  • Code: RSMHONMM
  • ECTS: 10 Level: Master

Marketing strategy

  • Study year: 2013/2014, 2012/2013
  • Code: BKM08MM
  • ECTS: 6

Marketing strategy

  • Study year: 2013/2014
  • Code: RSM04-MM
  • ECTS: 6

Research Seminars

  • Study year: 2013/2014
  • Code: BERMSMR001
  • ECTS: 2 Level: Master

Marketing management honours class

  • Study year: 2012/2013
  • Code: BKMME171
  • ECTS: 10 Level: Master

Featured in the media

Featured on RSM Discovery

Thumbs up or thumbs down – what do people think of decisions by algorithms?

What if “computer says no” to your application? What if they say yes? We investigated consumer reactions towards automated decision-making.

How consumers consume technology – and are affected by it

Technology shapes behaviour of consumers and their consumption and poses opportunities and challenges for future development.

Most workers would prefer to be replaced by a robot than by another human

Most workers would prefer to be replaced by a robot than by another human

When and why we forget to buy

It’s very common to forget to buy grocery items. Dr Daniel Fernandes, Prof. Stefano Puntoni and Prof. Stijn van Osselaer researched this phenomenon and won the prestigious C.W. Park Award for it.

Automation: is your product too good?

Making products more automated is good, right? Not always. Sometimes customers prefer less-automation, and it has everything to do with self-image.

When faster products don’t save time

Why a faster broadband connection doesn’t save you as much time as you might think. New research from Stefano Puntoni

BLOG: Marketing without Marketers

Will intelligent machines get better at marketing than you? That might just depend on how creative you need to be in your job.

BLOG: How to sacrifice short-term rewards for long-term benefits?

It’s hard to sacrifice short-term rewards for long-term benefits. Marketers, and companies more generally, face equally difficult trade-offs on a daily basis.

BLOG: Marketing - here, there, everywhere

What is marketing? I always start “introduction to marketing” sessions with this question.

Stefano Puntoni: Marketing is the channel that allows firms to reach customers

Stefano Puntoni, Associate Professor of Marketing Management at RSM, explains that even the most brilliant and unique products and services won’t survive without marketing.