BOCCHI Elena

Elena is Assistant Professor at NEOMA Business School. She earned her PhD from Bayes Business School (London), and prior to her doctorate, completed a predoctoral research training at Bocconi University (Milan).

She studies consumer behaviour and decision-making. In a primary stream of research, she investigates how set perceptions and features influence consumers’ preferences, acquisition and discarding decisions, and how these can lead to judgment errors and suboptimal choices. In addition, she has developed expertise in the domain of sustainability where she studies the psychological factors that lead consumers to engage in wasteful behavior, and branding where she investigates how features of brand names, logos, and packaging affect brand success.

Elena’s research has been published in Behavior Research Methods, and has been presented at all major marketing conferences (e.g., Association for Consumer Research, Society for Consumer Psychology, Society for Judgment and Decision-Making, American Marketing Association, European Marketing Academy, among others). Her research won the Jane Beattie Memorial Award (Society for Judgment and Decision-Making 2023), Best Paper Award (Northern European Consumer Research Symposium 2023), Best Presentation Award (Mediterranean Consumer Behavior Symposium 2023), and competitive research grants at universities and funding bodies.