Profile
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)
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.
Article (42)
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
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
Chapter (3)
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.
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.
Comment/Letter to the editor (1)
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).
Conference proceeding (2)
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)
Inaugural speech (1)
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
Awards
- ERIM Award for 'Outstanding Performance by a Young Researcher' (2010)
- Fellowship - EUR (2007)
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: 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
- 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
- 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
Featured in the media
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Bijdragen vanuit ministerie voor wetenschapscommunicatie
No fewer than eight teams of scientists at Erasmus University Rotterdam (EUR) are being 'Appreciated' for their structural commitment to science communication. This was announced today by the Royal Netherlands Academy of Arts and…
Thursday, 22 April 2021 -
Do consumers still prefer humans - well sometimes they do!
Whoa, so consumers still sometimes prefer products created by humans. Despite the advances in robotics and artificial intelligence which are transforming the economy, in situations where product uniqueness is important, people…
Monday, 15 March 2021 -
Automating production jobs risks reducing consumer interest, new research reveals
There is no doubt that advances in robotics and artificial intelligence are transforming the economy. However, new research from RSM reveals that consumers often still prefer products created by humans. According to the study, in…
Monday, 15 March 2021 -
Facebook ha usado números inflados y desinformación en su guerra contra Apple, según dos profesionales del marketing
Facebook continues with the tantrum against Apple, even Mark Zuckerberg's company has used misinformation, inflated numbers and absurd comparisons according to 2 marketers writing in the Harvard Business Review. For these…
Saturday, 6 February 2021 -
Leading With Decision-Driven Data Analytics
Data analysts often fail to produce insights for making effective business decisions, but that’s not their fault. Leaders need to make sure that data analytics is decision-driven. The article is written by Bart de Langhe, a…
Monday, 7 December 2020 -
Life-enriching AI tech could have negative impact for users, unless marketers step in
Lifestyle-enhancing AI services such as fitness trackers, dating apps, smart speakers and photo editors, designed to make consumer’s lives easier, healthier and happier may be failing to create the positive impact their developers…
Wednesday, 25 November 2020 -
Life-enriching AI tech could have negative impact for users, unless marketers step in
Lifestyle-enhancing AI services such as fitness trackers, dating apps, smart speakers and photo editors, designed to make consumer’s lives easier, healthier and happier may be failing to create the positive impact their developers…
Tuesday, 24 November 2020 -
LIFE-ENRICHING AI TECH COULD HAVE NEGATIVE IMPACT FOR USERS, UNLESS MARKETERS STEP IN
Lifestyle-enhancing AI services such as fitness trackers, dating apps, smart speakers and photo editors, designed to make consumer’s lives easier, healthier and happier may be failing to create the positive impact their developers…
Friday, 20 November 2020 -
Life-enriching AI tech could have negative impact for users, unless marketers step in
Lifestyle-enhancing AI services such as fitness trackers, dating apps, smart speakers and photo editors, designed to make consumer’s lives easier, healthier and happier may be failing to create the positive impact their developers…
Thursday, 19 November 2020 -
Life-enriching AI tech could have negative impact for users, unless marketers step in
Lifestyle-enhancing AI services such as fitness trackers, dating apps, smart speakers and photo editors, designed to make consumer’s lives easier, healthier and happier may be failing to create the positive impact their developers…
Thursday, 19 November 2020 -
Consumers and Artificial Intelligence: An Experiential Perspective
Article about the consumer perspective on artificial intelligence.
Thursday, 22 October 2020 -
Robotic replacement and psychological responses to technology
Tuesday, 10 December 2019 -
"Het moet niet ‘robot says no’ worden"
Stefano Puntoni, professor Marketing at the Rotterdam School of Management, has been mentioned in an article. The article discusses Artificial Intelligence, robots and why we should not fear them, but there needs to be a change.…
Tuesday, 5 November 2019 -
Workers would prefer to lose a job to a robot than a human
Stefano Puntoni, professor, has been mentioned in the article 'Workers would prefer to lose a job to a robot than a human'. The article discusses that workers would prefer to be replaced by a robot rather than a human. …
Friday, 11 October 2019 -
I'd Rather Be Replaced By A Robot Than A Human Being
Research conducted by Stefano Puntoni of RSM, which found that while people generally prefer to see jobs go to people rather than to robots, this preference reverses when they consider their own jobs. …
Monday, 9 September 2019 -
Most Workers Would Prefer to be Replaced by a Robot Than by Another Human
An article that discusses new research my Stefano Puntino, Professor of Marketing at RSM. His research suggests that while people generally prefer to see jobs go to people rather than to robots, this preference reverses when they…
Thursday, 8 August 2019 -
Losing a job is better if it is to a robot
The prospect of robots coming for our jobs is a modern-day fear — but we would rather be pushed out by a machine than some whippersnapper. That is the conclusion of researchers who polled workers on their attitudes to…
Wednesday, 7 August 2019 -
You're replacing me with a robot? That's fine
An article that discusses new research my Stefano Puntino, Professor of Marketing at RSM. His research suggests that while people generally prefer to see jobs go to people rather than to robots, this preference reverses when they…
Wednesday, 7 August 2019 -
Most people feel better about a ROBOT taking their job than they do about losing out to another person, survey reveals
An article that discusses new research my Stefano Puntino, Professor of Marketing at RSM. His research suggests that while people generally prefer to see jobs go to people rather than to robots, this preference reverses when they…
Tuesday, 6 August 2019 -
Most workers would prefer to be replaced by a robot than by another human
While people generally prefer to see jobs go to people rather than to robots, this preference reverses when they consider their own jobs. In that case, they prefer to be replaced by robots, new research from Stefano Puntoni,…
Tuesday, 6 August 2019 -
Worden wij beter van platforms?
This month there was an article in the Harvard Business Review by Bart de Langhe, Stefano Puntoni (of RSM) and Richard Larrick about estimates of errors. Intuitively, we usually assume that all relationships are linear, while most…
Sunday, 18 June 2017 -
Worden wij beter van platforms?
This month there was a beautiful article in the Harvard Business Review by Bart de Langhe, Stefano Puntoni (of the Rotterdam School of Management) and Richard Larrick about estimates of errors. Intuitively, we usually assume that…
Thursday, 18 May 2017 -
The Fine Line Between Optimism and Fakery
To fill in the gaps, my co-authors (Stefano Puntoni, Gabriele Paolacci, and Maarten Vissers of Rotterdam School of Management) and I revisited data from 28 past studies on optimism bias, encompassing 8,826 participants in all. Our…
Monday, 23 January 2017 -
Unilever spruces up profits but sees gloomy outlook
Unilever posted yesterday a rise in sales for the first half of 2016, boosted by mens’ grooming products, but warned of “no sign of an improving global economy.” Stefan Puntoni comments on Unilever's acquisition of a company that…
Friday, 22 July 2016 -
Unilever spruces up profits but sees gloomy global outlook
Unilever posted yesterday a rise in sales for the first half of 2016, boosted by mens’ grooming products, but warned of “no sign of an improving global economy.” Stefan Puntoni comments on Unilever's acquisition of a company that…
Thursday, 21 July 2016
Featured on RSM Discovery
What if “computer says no” to your application? What if they say yes? We investigated consumer reactions towards automated decision-making.
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
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.
Making products more automated is good, right? Not always. Sometimes customers prefer less-automation, and it has everything to do with self-image.
Why a faster broadband connection doesn’t save you as much time as you might think. New research from Stefano Puntoni
Will intelligent machines get better at marketing than you? That might just depend on how creative you need to be in your job.
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.
What is marketing? I always start “introduction to marketing” sessions with this question.
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.
