Patti Williams

Patti Williams is the Ira A. Lipman Associate Professor of Marketing at the Wharton School of the University of Pennsylvania and Vice Dean of Wharton Executive Education. Her research focuses on emotion regulation, emotional and attitudinal ambivalence, emotions and social identity, the persuasive effects of emotion, and brand purpose. She has published in top-tier journals such as the Journal of Marketing Research and the Journal of Experimental Psychology: Applied. Williams also serves on the Editorial Review Board for the Journal of Marketing Research and is an Associate Editor at the Journal of Consumer Psychology. She teaches courses on Strategic Brand Management and previously taught MBA core courses and Advertising Management.

Patti Williams is a professor at the Wharton School, University of Pennsylvania, specializing in the study of emotions and consumer behavior. Her research explores how emotional appeals influence consumer responses across cultures and age groups, with a focus on empathy, pride, and mixed emotions. She investigates the psychological mechanisms underlying consumer choice, including the role of non-conscious influences, social identity, and implicit memory. Her work also examines the impact of emotional advertising on memory and decision-making, as well as the effects of questioning and self-perception on consumer behavior. Williams' research bridges emotional and cognitive processes in marketing, offering insights into how emotions shape consumer experiences and choices.