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 from the Robert H. Smith School of Business at the University of Maryland, USA, and her Master's degree in marketing with great distinction from UFRGS, Brazil. Francine has experience as a marketing manager and marketing research consultant.

Francine's research focuses on emotions and understanding what makes people happy. Her research is applied to emotion-laden consumption episodes such as indulgent/ luxury consumption or retail/ shopping experiences. Given that marketers often underestimate the impact of emotional experiences, she seeks to advice and help companies design 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, Emotional and Luxury Marketing.