Faculty Directory
Gergana Y. Nenkov
Associate Professor
Gergana Y. Nenkov
Contact
Fulton Hall 442
Telephone: 617-552-1018
Email: gergana.nenkov@bc.edu
Education
- BA, American University, Bulgaria
- Ph.D, University of Pittsburgh Katz Business School
Research Interests
Consumer Finance; Sustainability; and Judgment and Decision Making.
Expertise
- Decision Making & Decision Sciences
- Household Finance
- Marketing Science
Department
Profile
Professor Gergana Y. Nenkov is an Associate Professor of Marketing at the Boston College Carroll School of Management and is an award-winning marketing scientist and educator. Her research focuses on understanding the motivations behind suboptimal or irrational consumer choices, with the ultimate goal of developing methods to improve the consumer and firm decision-making processes in the domains of sustainability and consumer finance.
Professor Nenkov’s research has 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) and the Paul E. Green Award at the Journal of Marketing Research (2023). 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 currently serves as an associate editor at the Journal of Marketing Research, Journal of the Academy of Marketing Science, and Journal of Sustainable Marketing and serves on the editorial review boards of the Journal of Consumer Psychology and Journal of Public Policy and Marketing. She is also an Affiliate Faculty member at the Schiller Institute for Integrated Science and Society.
Prof. Nenkov teaches Sustainable Behavior of Consumers, Firms, and Societies and Integrated Marketing Communications to undergraduates.
Selected Appointments and Awards
- Journal of Sustainable Marketing Area Editor, 2024 – present
- 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
- “Recycle Right: How to Decrease Recycling Contamination with Informational Point-of-Disposal Signage?” (With Aylin Cakanlar and Megan Hunter.) Journal of the Academy of Marketing Science, forthcoming.
- “When Transformation Deters Recycling: The Role of Privacy Concerns” (With Aylin Cakanlar and Karen Winteric.) Journal of Sustainable Marketing, forthcoming.
- "Enhancing Consumer and Planetary Well-Being by Consuming Less, Consuming Better," (With Sankar Sen, CB Bhattacharya, Kristin Lindrud, Silvia Bellezza, Yann Cornil, Shuili Du, Shreyans Goenka, Katharina Husemann, Eric J. Johnson, Cait Lamberton, Remi Trudel, Katherine White and Karen Page Winterich.) Journal of Sustainable Marketing, forthcoming.
“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 Linda Salisbury, 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 Lane Peterson, 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 Aylin Cakanlar and 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 Hristina Nikolova.) 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 Kathleen Seiders and 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 Martin Mende, 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 Karen Page Winterich 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 Loureiro Komarova, 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 Linda Salisbury.) 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 Karen Page Winterich.) Journal of Service Research, 18 (3), 384-404. August, 2015.
“Using Consumer Responsibility Reminders to Reduce Cuteness-Induced Indulgent Consumption.” (With Maura L. Scott.) Marketing Letters, 27, 323-336. November, 2014.
“The Role of Hope in Financial Risk Seeking.” (With Martin Reimann, Deborah MacInnis and 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.