Faculty Directory
Gergana Y. Nenkov
Associate Professor
Gergana Y. Nenkov
Contact
Fulton Hall 442
Telephone: 617-552-1018
Email: gergana.nenkov@bc.edu
Education
- B.A., American University, Bulgaria
- Ph.D., University of Pittsburgh Katz Business School
Research Interests
Consumer finance; sustainability; judgment and decision making.
Expertise
- Decision Making & Decision Sciences
- Household Finance
- Marketing Science
Department
Profile
Professor Gergana Y. Nenkov is an award-winning marketing scientist and educator. Her research uses diverse methodologies with the aim to understand the motivations behind suboptimal or irrational consumer choices, with the ultimate goal of developing methods to improve the consumer decision making process in important domains such as consumer finance and sustainability.
Professor Nenkov’s research won two EBSCO Responsible Research in Marketing Awards (2022), the Marketing Science Institute/H. Paul Root Award at the Journal of Marketing (2020), the Franco Nicosia ACR Competitive Paper Award (2019), and was runner up for the Financial Times Responsible Business Education Award (2022). She has 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).
Prof. Nenkov’s research has been published at top marketing journals such as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, 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 MBAs.
Selected Appointments and Awards
- Paul E. Green Award, Journal of Marketing Research, finalist, April 2023
- Journal of Consumer Psychology Best Paper Award, 2023.
- Financial Times Responsible Business Education Academic Research Award, Runner-up, 2022
- AMA-EBSCO-RRBM Award for Responsible Research in Marketing, Distinguished Winner, 2022
- AMA-EBSCO-RRBM Award for Responsible Research in Marketing, Winner, 2022
- Journal of Marketing Research Area Editor, 2021 – present
- Journal of the Academy of Marketing Science Associate Editor, 2018 – present
- Journal of Consumer Psychology Editorial Review Board, 2017 – present
- Journal of Public Policy & Marketing Editorial Review Board, 2020 – present
- Outstanding Area Editor Award, Journal of the Academy of Marketing Science, 2020
- Marketing Science Institute/H. Paul Root Award, Journal of Marketing, August 2020
- Franco Nicosia Award, Best Conference Paper, Association for Consumer Research Conference, Atlanta, GA, 2019
- Outstanding Reviewer Award, Journal of Consumer Psychology, 2018
- Haub Family Faculty Fellow, 2017 – 2020
- CSOM Teaching Star, Spring 2017
- Faculty Research Fellowship, Boston College, 2009
- Dean’s Distinguished Research Fellowship, Katz Graduate School of Business, 2005-2006
Publications
“Shifting Focus in the Fight Against Core Environmental Challenges.” Journal of the Academy of Marketing Science, forthcoming.
“Consumer Financial Vulnerability: Novel Insights for Theory, Practice, and Public Policy.” (With Salisbury, Linda, Simon Blanchard, Ronald Hill, Alex Brown, and Kelly Martin.) Journal of Marketing, 87 (5), 657-678. September, 2023.
“Friend or Foe? Can Anthropomorphizing Self-Tracking Devices Backfire on Marketers and Consumers?” (With Peterson, Lane, Martin Mende, Maura L. Scott, and Anders Gustafsson.) Journal of the Academy of Marketing Science, 51 (5), 1075-1097. December, 2022.
“I Will be Green for Us: When Consumer Compensate for Their Partner's Unsustainable Behavior.” (With Cakanlar, Aylin, Hristina Nikolova.) Journal of Marketing Research, 60 (1), 110-129. February, 2023.
“We Succeeded Together, Now What: Relationship Power and Sequential Decision in Couples’ Joint Goal Pursuits.” (With Nikolova, Hristina.) Journal of Marketing Research, 59 (2), 271-289. April, 2022. Franco Nicosia Award, Best Conference Paper, Association for Consumer Research Conference, 2019.
“How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetries in Public Voting Responses.” (With Seiders Kathleen, Andrea Godfrey Flynn.) Journal of Marketing, 86 (2), 126-146. March, 2022.
“Improving Financial Inclusion through Communal Financial Orientation: How Financial Service Providers Can Better Engage Consumers in Banking Deserts.” (With Mende, Martin, Linda Court Salisbury, and Maura L. Scott.) Journal of Consumer Psychology, 30 (2), 379-391. April, 2020. Winner, AMA-EBSCO-RRBM Award for Responsible Research in Marketing, 2022. Included in JCP’s Inaugural Virtual Special Issue: Consumer Psychology for a Pandemic: Insights in Finances, Scarcity, and Wellbeing, August 2020.
“Knowing What It Makes: How Product Transformation Salience Increases Recycling.” (With Winterich, Karen Page, and Gabriel Gonzales.) Journal of Marketing, 83 (4), 21-37. July, 2019. Distinguished Winner, AMA-EBSCO-RRBM Award for Responsible Research in Marketing, 2022. Winner, 2019 Marketing Science Institute/H. Paul Root Award.
“Sense and Sensibility: The Impact of Visual and Auditory Sensory Input on Marketplace Morality,” (With Maureen Morrin, Virginie Maille, Tracy Rank-Christman, and May O. Lwin.) Journal of Business Research, 95, 428-441. February, 2019.
“The Case for Moral Consumption: Examining and Expanding the Domain of Moral Behavior to Promote Individual and Collective Well-Being.” (With Komarova Loureiro, Yuliya, Julia Bayuk, Stefanie Tignor, Sara Baskentli, and David Webb.) Journal of Public Policy and Marketing, 35 (2), 305-322. September, 2016.
“Solving the Annuity Puzzle: The Role of Mortality Salience in Retirement Savings Decumulation Decisions.” (With Salisbury, Linda.) Journal of Consumer Psychology, 26 (3), 417–425. July, 2016.
“Save Like the Joneses: How Service Firms Can Utilize Deliberation and Informational Influence to Enhance Consumer Well-Being.” (WIth Winterich, Karen Page.) Journal of Service Research, 18 (3), 384-404. August, 2015.
“Using Consumer Responsibility Reminders to Reduce Cuteness-Induced Indulgent Consumption.” (WIth Scott, Maura L.) Marketing Letters, 27, 323-336. November, 2014.
“The Role of Hope in Financial Risk Seeking.” (With Reimann, Martin, Deborah MacInnis, Maureen Morrin.) Journal of Experimental Psychology: Applied, 20 (4), 349-364. December, 2014.
“Fluency in Future Focus: Optimizing Outcome Elaboration Strategies for Effective Self-Control.” (Kelly M. Haws, and Min Jung Kim.) Social Psychological and Personality, 5 (7), 769-776. September, 2014.
- “So Cute I Could Eat It Up”: Priming Effects of Cute Products on Indulgent Consumption.” (With Maura L. Scott.) Journal of Consumer Research, 42 (2), 326-341. August, 2014.