Professor Gergana Y. Nenkov conducts research in the area of consumer behavior. Her research focuses on understanding the motivations behind suboptimal or irrational consumer choices, with the ultimate goal of developing methods to improve the consumer decision making process in important consumer domains such as financial decision making and sustainability.
Professor Nenkov’s research on sustainability and financial decision making has won the Franco Nicosia ACR Competitive Paper Award (2019), the Marketing Science Institute/H. Paul Root Award at the Journal of Marketing (2020) and two EBSCO Responsible Research in Marketing Awards (2022). She has also been acknowledged as outstanding reviewer at the Journal of Consumer Psychology (2018) and an outstanding Associate Editor at the Journal of the Academy of Marketing Science (2020).
Professor Nenkov’s research has been published at top marketing journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science. She is an Associate Editor at the Journal of Marketing Research and the Journal of the Academy of Marketing Science and serves on the Editorial Review Boards of the Journal of Consumer Psychology and Journal of Public Policy and Marketing.
Professor Nenkov teaches Integrated Marketing Communications to undergraduates and M.B.A.s.