Faculty Directory

Gergana Y. Nenkov

Associate Professor and Haub Family Faculty Fellow




Professor Gergana Y. Nenkov’s primary research objective is to understand how different modes of thinking about the future affect two aspects of consumers’ decision making–their exertion of self-control and their use of heuristics. 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.

Professor Nenkov’s research has been published at top academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of Experimental Social Psychology and has been presented at major marketing conferences such as the Association for Consumer Research, Society for Consumer Psychology, Academy of Marketing Association, Marketing Science. She is an Associate Editor at the Journal of the Academy of Marketing Science and serves on the editorial review boards of the Journal of Consumer Research and the Journal of Consumer Psychology.

Professor Nenkov teaches Integrated Marketing Communications to undergraduates and MBA's.