Prof. Stefano Puntoni

Professor of Marketing

Rotterdam School of Management (RSM)

Erasmus University Rotterdam

Profile

Stefano Puntoni is a professor of marketing at Rotterdam School of Management, Erasmus University (RSM).

Stefano joined RSM after completing a PhD in marketing at London Business School. His research has appeared in many leading journals, including the Journal of Consumer Research, the Journal of Marketing Research, and Management Science, and has been featured in media outlet such as Harvard Business Review, The Times, and the Wall Street Journal.

Most of his ongoing research investigates how new technology is changing consumption and society, with a focus on automation, Artificial Intelligence, and the general topic of technological unemployment. He is a former MSI Young Scholar, a current MSI Scholar, and the winner of several grants and awards, including a Marie Curie Fellowship from the European Commission. He is currently an Associate Editor at both the Journal of Consumer Research and the Journal of Consumer Psychology, the two leading academic journals on consumer decision making.

Stefano teaches in the areas of marketing strategy, brand management, and decision making. He has taught at Lancaster University, London Business School, Bocconi University, and the American University in Cairo. The Financial Times named him a “Professor to Watch”.

Professional experience

Full Professor

Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Marketing Management

Publications

Key Publications (29)

E. Leung, G. Paolacci & S. Puntoni (2019). Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior. Journal of Marketing Research, 55 (6), 818-831. doi: 10.1509/jmr.16.0443
B. Weijters, S. Puntoni & H. Baumgartner (2017). Methodological issues in cross-linguistic and multilingual advertising research. Journal of Advertising, 46 (1), 115-128. doi: 10.1080/00913367.2016.1180656
B. de Langhe, S. Puntoni & R.P. Larrick (2017). Linear Thinking in a Nonlinear World. Harvard Business Review, 95 (3), 130-139.
B. de Langhe & S. Puntoni (2016). Productivity Metrics and Consumers' Misunderstanding of Time Savings. Journal of Marketing Research, 53 (3), 396-406. doi: 10.1509/jmr.13.0229
O. Acar & S. Puntoni (2016). Customer Empowerment in the Digital Age. Journal of Advertising Research, 56 (1), 4-8. doi: 10.2501/JAR-2016-007
D. Fernandes, S. Puntoni, S.M.J. van Osselaer & E. Cowley (2016). When and Why We Forget to Buy. Journal of Consumer Psychology, 26 (2), 363-380. doi: 10.1016/j.jcps.2015.06.012
S. Puntoni, I.E. De Hooge & W.J.M.I. Verbeke (2015). Advertising-induced embarrassment. Journal of Advertising, 44 (1), 71-79. doi: 10.1080/00913367.2014.935899
B. de Langhe & S. Puntoni (2015). Bang for the buck: Gain-loss ratio as a driver of judgment and choice. Management Science, 61 (5), 1137-1163. doi: 10.1287/mnsc.2014.2045
S. Puntoni (2015). Embracing Diversity. (2015, maart 13). Rotterdam: Erasmus Research Institute of Management
S.T.L.R. Sweldens, S. Puntoni, G. Paolacci & M. Vissers (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. doi: 10.1016/j.obhdp.2014.03.007
O. Urminsky, D. Bartels, P. Giuliano, G. Newman, S. Puntoni & L. Rips (2014). Choice and Self: How Synchronic and Diachronic Identity Shape Choices and Decision Making. Marketing Letters, 25 (3), 281-291. doi: 10.1007/s11002-014-9312-3
B. de Langhe, S. van Osselaer, S. Puntoni & A. McGill (2014). Fooled by Heteroscedastic Randomness: Local Consistency Breeds Extremity in Price-Based Quality Inferences. Journal of Consumer Research, 41 (4), 978-994. doi: 10.1086/678035
A.S.I. Lenoir, S. Puntoni, A. Reed II & P.W.J. Verlegh (2013). The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions. International Journal of Research in Marketing, 30 (4), 426-428. doi: 10.1016/j.ijresmar.2013.07.001
L. Warlop & S. Puntoni (2012). Introduction to the Special Issue on Consumer identities. International Journal of Research in Marketing, 29 (4), 307-309. doi: 10.1016/j.ijresmar.2012.11.001
A. Reed, M. Forehand, S. Puntoni & L. Warlop (2012). Identity-based Consumer Behavior. International Journal of Research in Marketing, 29 (4), 310-321. doi: 10.1016/j.ijresmar.2012.08.002
S. Puntoni, S.T.L.R. Sweldens & N.T. Tavassoli (2011). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. Journal of Marketing Research, 48 (3), 413-424. doi: 10.1509/jmkr.48.3.413
S. Puntoni (2011). The color pink is bad for fighting breast cancer. Harvard Business Review, 89 (7/8), 30-31.
S. Puntoni, J. Vanhamme & R. Visscher (2011). Two Birds and One Stone: Purposeful Polysemy in Minority Targeting and Advertising Evaluations. Journal of Advertising, 40 (1), 25-41. doi: 10.2753/JOA0091-3367400102
B. de Langhe, S. Puntoni, D. Fernandes & S.M.J. van Osselaer (2011). The Anchor Contraction Effect in International Marketing Research. Journal of Marketing Research, 48 (2), 473-489. doi: 10.1509/jmkr.48.2.366
R.W. Hamilton, S. Puntoni & N.T. Tavassoli (2010). Categorization by Groups and Individuals. Organizational Behavior and Human Decision Processes, 112 (1), 70-81. doi: 10.1016/j.obhdp.2010.01.002
S. Puntoni, J.E. Schroeder & M. Ritson (2010). Meaning Matters: Polysemy in Advertising. Journal of Advertising, 39 (2), 51-64. doi: 10.2753/JOA0091-3367390204
S. Puntoni, B. de Langhe & S.M.J. van Osselaer (2009). Bilingualism and the Emotional Intensity of Advertising Language. Journal of Consumer Research, 35 (6), 1012-1025. doi: 10.1086/595022
S. Puntoni & N.T. Tavassoli (2007). Social Context and Advertising Memory. Journal of Marketing Research, 44 (2), 284-296. doi: 10.1509/jmkr.44.2.284
T. Ambler, F. Kokkinaki & S. Puntoni (2004). Assessing Marketing Performance: Reasons for Metrics Selection. Journal of Marketing Management, 20 (2), 94-110.
T. Ambler & S. Puntoni (2003). Measuring marketing performance. In Susan Hart, ed. (Ed.), Marketing Changes (pp. 289-352). London: International Thompson Business Press
E. Maira (2018, februari 23). Consumers and Producers. EUR (205 pag.) Prom./coprom.: prof.dr. S. Puntoni & dr. C. Fuchs.
C. du Plessis (2017, december 14). Influencers :The Role of Social Influence in Marketing. EUR Prom./coprom.: prof.dr. S. Puntoni & prof.dr. S.T.L.R. Sweldens.
A.S.I. Lenoir (2015, december 4). Are Your Talking to Me? Adressing Consumers in a Globalised World. Erasmus University Rotterdam (143 pag.) (Rotterdam: Erasmus Research Institute of Management (PhD Serie 363)) Prom./coprom.: prof.dr. S. Puntoni & prof.dr. S.M.J. van Osselaer.
D. Fernandes (2013, oktober 25). The Functions and Dysfunctions of Reminders. Erasmus University Rotterdam (127 pag.) (Rotterdam: Erasmus Research Institute of Management (PhD Serie 295)) Prom./coprom.: prof.dr. S.M.J. van Osselaer & prof.dr. S. Puntoni.

Professional Publications (6)

S. Puntoni (2018). Amazing Machines and the Quest for Meaning in Consumption. GfK Marketing Intelligence Review, 10 (2), 18-23. doi: 10.2478/gfkmir-2018-0013
S. Puntoni (2016). Why twice as fast doesn't always mean twice the value. RSM Discovery - Management Knowledge, 26 (2), 19-20.
A.S.I. Lenoir, S. Puntoni, A. Reed & P.W.J. Verlegh (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). Haarlem: Spaar en Hout
A.S.I. Lenoir & S. Puntoni (2014). Consumer responses to ethnic targeted marketing. RSM Insight, 17 (1), 16-17.
S. Puntoni, J. Vanhamme & R. Visscher (2012). Strategic ambiguity in minority targeting. RSM Insight, 10 (2), 15-17.
S. Puntoni, S.T.L.R. Sweldens & N.T. Tavassoli (2011). Gender identity and breast cancer campaigns. RSM Insight, 7 (3), 4-6.

Scholarly Publications (21)

E. Leung, G. Paolacci & S. Puntoni (2019). Man Versus Machine: Resisting Automation in Identity-Based Consumer Behavior. Journal of Marketing Research, 55 (6), 818-831. doi: 10.1509/jmr.16.0443
B. Weijters, S. Puntoni & H. Baumgartner (2017). Methodological issues in cross-linguistic and multilingual advertising research. Journal of Advertising, 46 (1), 115-128. doi: 10.1080/00913367.2016.1180656
B. de Langhe, S. Puntoni & R.P. Larrick (2017). Linear Thinking in a Nonlinear World. Harvard Business Review, 95 (3), 130-139.
B. de Langhe & S. Puntoni (2016). Productivity Metrics and Consumers' Misunderstanding of Time Savings. Journal of Marketing Research, 53 (3), 396-406. doi: 10.1509/jmr.13.0229
O. Acar & S. Puntoni (2016). Customer Empowerment in the Digital Age. Journal of Advertising Research, 56 (1), 4-8. doi: 10.2501/JAR-2016-007
D. Fernandes, S. Puntoni, S.M.J. van Osselaer & E. Cowley (2016). When and Why We Forget to Buy. Journal of Consumer Psychology, 26 (2), 363-380. doi: 10.1016/j.jcps.2015.06.012
S. Puntoni, I.E. De Hooge & W.J.M.I. Verbeke (2015). Advertising-induced embarrassment. Journal of Advertising, 44 (1), 71-79. doi: 10.1080/00913367.2014.935899
B. de Langhe & S. Puntoni (2015). Bang for the buck: Gain-loss ratio as a driver of judgment and choice. Management Science, 61 (5), 1137-1163. doi: 10.1287/mnsc.2014.2045
S. Puntoni (2015). Embracing Diversity. (2015, maart 13). Rotterdam: Erasmus Research Institute of Management
S.T.L.R. Sweldens, S. Puntoni, G. Paolacci & M. Vissers (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. doi: 10.1016/j.obhdp.2014.03.007
O. Urminsky, D. Bartels, P. Giuliano, G. Newman, S. Puntoni & L. Rips (2014). Choice and Self: How Synchronic and Diachronic Identity Shape Choices and Decision Making. Marketing Letters, 25 (3), 281-291. doi: 10.1007/s11002-014-9312-3
B. de Langhe, S. van Osselaer, S. Puntoni & A. McGill (2014). Fooled by Heteroscedastic Randomness: Local Consistency Breeds Extremity in Price-Based Quality Inferences. Journal of Consumer Research, 41 (4), 978-994. doi: 10.1086/678035
A.S.I. Lenoir, S. Puntoni, A. Reed II & P.W.J. Verlegh (2013). The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions. International Journal of Research in Marketing, 30 (4), 426-428. doi: 10.1016/j.ijresmar.2013.07.001
L. Warlop & S. Puntoni (2012). Introduction to the Special Issue on Consumer identities. International Journal of Research in Marketing, 29 (4), 307-309. doi: 10.1016/j.ijresmar.2012.11.001
A. Reed, M. Forehand, S. Puntoni & L. Warlop (2012). Identity-based Consumer Behavior. International Journal of Research in Marketing, 29 (4), 310-321. doi: 10.1016/j.ijresmar.2012.08.002
B. de Langhe, S.M.J. van Osselaer, S. Puntoni & D. Fernandes (2012). Can you feel it? Emoties adverteren en meten in een vreemde taal. Ontwikkelingen in het Marktonderzoek / Jaarboek MOA, 2012 (4), 59-74.
S.T.L.R. Sweldens, S. Puntoni, J. Kruger & M. Vissers (2012). The Bias in the Bias: Socially Desirable Responding in Comparative Optimism. In Advances in Consumer Research
S. Puntoni (2011). The color pink is bad for fighting breast cancer. Harvard Business Review, 89 (7/8), 30-31.
B. de Langhe, S. Puntoni, D. Fernandes & S.M.J. van Osselaer (2011). The Anchor Contraction Effect in International Marketing Research. Journal of Marketing Research, 48 (2), 473-489. doi: 10.1509/jmkr.48.2.366
S.T.L.R. Sweldens, S. Puntoni & N.T. Tavassoli (2009). Gender Identity Salience and Perceived Vulnerability to Breast Cancer. In A.L. McGill & S. Shavitt (Eds.), Advances in Consumer Research (pp. 667)
S.T.L.R. Sweldens, S. Puntoni & N.T. Tavassoli (2007). At Your Own Risk: The Influence of Self-Identity on Perceived Vulnerability to Identity-Specific Risks. In D. Lerman & D. Luna (Eds.), Proceedings of the Society for Consumer Psychology (pp. 230-231)

Semi Scientific Publications

E. Themeli, S. Philipsen, G.H. van Oenen & S. Puntoni (2018). The impact of Artificial Intelligence on dispute resolution. Erasmus Inclusive Prosperity Small Grants Scheme: Rotterdam. Populariserende publicatie.

Media

Media items

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...
The Brunei Times 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...
Expatica Thursday, 21 July 2016
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...
Knowledge Monday, 23 January 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...
Het Financieele Dagblad Thursday, 18 May 2017
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...
Het Financieele Dagblad Sunday, 18 June 2017

Discovery items

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.

Gender identity and breast cancer campaigns

Strategic ambiguity in minority targeting

Courses

Current Topics in Marketing Research

Study year: 2018/2019, 2016/2017, 2015/2016
Code: BERMASC040
ECTS: 5 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

Past courses

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

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.

+31 10 4081184

spuntoni@rsm.nl

Visiting address

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

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Find this faculty member's ancillary activities.

Prof. Stefano Puntoni

Profile

Professional experience

Full Professor

Publications

Key Publications (29)

Professional Publications (6)

Scholarly Publications (21)

Semi Scientific Publications

Recognition

Side positions

Media

Media items

Discovery items

Courses

Current Topics in Marketing Research

Marketing Strategy

MM Master Thesis

Past courses

ERIM Research Clinic Marketing

Introduction to Business

Current Topics in Marketing Research

Marketing strategy

MM master thesis

Introduction to Business

Marketing management honours course

Marketing strategy

Marketing strategy

Research Seminars

Awards

When and why we forget to buy