Newsmaker: Nicole Coleman
Noteworthy: Coleman won the Robert Ferber Award for the best dissertation-based paper in the Journal of Consumer Research.
Family: Husband, Steve; son, Ryan
Background: Coleman is an assistant professor of business administration at the University of Pittsburgh’s Joseph M. Katz Graduate School of Business. A member of the marketing faculty, she examines in her research how people’s emotions, self-regulatory processes and social identities interact to influence persuasion and consumption. The paper for which she received the award showed that commercials that make emotional appeals to consumers are more effective than celebrity endorsements.
Education: Bachelor’s degree in marketing, bachelor’s degree in fine arts, The University of Pennsylvania, 2005; master’s degree in managerial science and applied economics, The University of Pennsylvania, 2010; Ph.D. in managerial science and applied economics, The University of Pennsylvania, 2010
Quote: “We would like to hopefully see in the Super Bowl less celebrity endorsements and more commercials creating emotions in the consumer.”