Francine Espinoza
Assistant Professor
Francine Espinoza joined ESMT in July 2009 as Assistant Professor after finishing her PhD in Marketing at the Robert H. Smith School of Business at the University of Maryland, USA. In 2004, Francine received her master's degree in Marketing with great distinction from the Federal University of Rio Grande do Sul, Brazil. In addition, she worked on several consulting projects in marketing and strategy in Brazil.
Prof. Espinoza is a researcher in consumer psychology and behavior. She is interested in emotions, subjective experiences and self-regulatory processes (efforts by people to alter their own inner states or behaviors) and how these psychological elements interact to influence consumers' judgments and decisions, in particular those related to indulgent consumption (e.g., luxury products). For example, how consumers' feelings shape their judgments and decisions? How consumers regulate their emotions and what consequences does this have for consumption-related decisions? Under what conditions will consumers experience more positive emotions following consumption? Given that marketers often underestimate the impact of emotional experiences, her research seeks to better understand these processes and help design marketing communications that are both more effective and more respectful of consumer well-being.
Her research has been published in leading journals such as the Journal of Behavioral Decision Making and Journal of Business Research and was presented at conferences from the Association for Consumer Research (North America and Europe), Society for Consumer Psychology, and American Marketing Association, among others. As a PhD student, she received awards for outstanding marketing doctoral student and for academic achievement. She teaches topics related to Consumer Behavior, Branding, and Luxury Marketing.
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