Francine Espinoza Petersen

Francine Petersen joined ESMT Berlin in 2009 as an assistant professor and was promoted to associate professor in July 2012. She was visiting faculty at Columbia Business School, USA, in 2013. She received her PhD in marketing and psychology in 2009 from the Robert H. Smith School of Business at the University of Maryland, USA, and her Master's degree in marketing with great distinction in 2004 from UFRGS, Brazil. Francine has experience as a marketing manager and marketing research consultant.

Francine is a researcher in consumer psychology and behavior. She is interested in understanding what makes consumers happy and how they can make better choices for themselves and for society. Her research focuses on emotions, luxury consumption, and self-regulation (efforts by people to alter their own inner states or behaviors) and how these elements interact to influence consumers. Given that marketers often underestimate the impact of emotional experiences, she seeks to advice and help companies design marketing strategies that are both more effective and more respectful of consumers’ and society’s well-being.

Her research has been published in leading journals such as the Journal of Consumer Psychology and Journal of Business Research and was presented at conferences from the Association for Consumer Research, 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.