Nicole Verrochi Coleman

Assistant Professor of Business Administration


Nicole Verrochi Coleman is an assistant professor of business administration. A member of the marketing faculty, Nicole's research examines how people's emotions, self-regulatory processes, and social identities interact to influence persuasion and consumption. Her primary research area is concerned with emotion regulation: How and when do consumers change, control, or mold their ongoing emotional experiences? Understanding what emotions consumers want to experience, and when, allows marketers to better tailor marketing communications and product attributes to the needs of individual consumer segments. A member of the Association for Consumer Research and the American Marketing Association, Nicole has worked with various companies-such as Nike, Pepsi, and the National Coalition of Floral Retailers-in an advisory or consulting role. Her teaching experience includes Consumer Behavior and Marketing Research, as well as New Product Development.

Her work has appeared in the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. Nicole serves on the editorial review board of the Journal of Consumer Research. In 2014, she received the Robert Ferber Award, given to the best paper published in the Journal of Consumer Research based on a doctoral dissertation, for her paper “Feeling Like My Self: Emotion Profiles and Social Identity.”


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