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Gergana Nenkov

Professor of Marketing

Affiliate Faculty, Schiller Institute for Integrated Science and Society

Phone:

617-552-1018


Email:

gergana.nenkov@bc.edu 


Address:

442 Fulton Hall, Carroll School of Management Boston College, Chestnut Hill, MA 02467

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Education:

B.A., American University in Bulgaria

Ph.D., University of Pittsburgh Katz Business School

About Me

I am a Professor of Marketing at the Boston College Carroll School of Management and an Affiliate faculty at the Schiller Institute for Integrated Science and Society. My research focuses on reducing consumption waste through reuse, resale, repair and circular business models and on improving financial decision-making for vulnerable consumers. My current projects develop strategies to drive adoption of second-hand markets, product reuse and repair, and sustainable disposal practices.

My research has won three EBSCO Responsible Research in Marketing Awards (2022, 2026), the Marketing Science Institute/H. Paul Root Award at the Journal of Marketing (2020), the Franco Nicosia ACR Competitive Paper Award (2019), and was runner up for the Financial Times Responsible Business Education Award (2022) and the Paul E. Green Award at the Journal of Marketing Research (2023). I have been acknowledged as an outstanding reviewer at the Journal of Consumer Psychology (2018) and an outstanding Associate Editor at the Journal of the Academy of Marketing Science (2020).

I have served as an Associate Editor at the Journal of Marketing Research and the Journal of the Academy of Marketing Science and currently serve as an AE at the Journal of Sustainable Marketing. I have served on the Editorial Review Boards of the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Consumer Research, and Journal of Public Policy and Marketing. 

 

I teach Applied Marketing Management, Sustainable Behavior of Consumers, Firms, and Societies and Integrated Marketing Communications.

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Outside of academia, I enjoy spending time with my family and friends, biking everywhere, and open-water swimming (almost) year-round in Boston.

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Social Links

CV
Google Scholar
LinkedIn
YouTube

Awards and Appointments

AMA-EBSCO-RRBM Award for Responsible Research in Marketing, Distinguished winner, 2026

Associate Editor, Journal of Sustainable Marketing, 2024 – present

2023 Paul E. Green Award, Journal of Marketing Research, Finalist, April 2023,

AMA-Sheth Foundation Doctoral Consortium Faculty Fellow, 2023, 2025, 2026

Financial Times Responsible Business Education Academic Research Award, Runner-up, 2022

AMA-EBSCO-RRBM Award for Responsible Research in Marketing, Distinguished winner, 2022

AMA-EBSCO-RRBM Award for Responsible Research in Marketing, Winner, 2022

Associate Editor, Journal of Marketing Research, 2021 – 2025

2020 Marketing Science Institute/H. Paul Root Award, Journal of Marketing

Outstanding Area Editor Award, Journal of the Academy of Marketing Science, 2020

Franco Nicosia Award, Best Conference Paper, Association for Consumer Research Conference, Atlanta, GA, 2019

Outstanding Reviewer Award, Journal of Consumer Psychology, 2018

Associate Editor, Journal of the Academy of Marketing Science, 2018-2025

Haub Family Faculty Fellow, 2017-2020

Boston College, Carroll School of Management Teaching Star, 2017, 2024

Dean’s Distinguished Research Fellowship, Katz Graduate School of Business, 2005-2006

Publications

Joyce Liu, Linda Salisbury, Aylin Cakanlar, Erick Mas, Alex Yao, Gergana Nenkov, CB Bhattacharya, Guilherme Ramos, Joshua Dorsey (2026), “Uplifting Without Overheating: Navigating the Intersection of Financial and Climate Vulnerabilities,” forthcoming at Journal of Public Policy & Marketing, Special Issue on Transformative Consumer Research.

Yang (Jenny) Guo, Gergana Y. Nenkov, and Shaobo (Kevin) Li (2025), “Cutting or Offsetting Emissions: How Political Ideology Shapes Consumer Preferences for Firms’ Carbon Emission Mitigation Strategies,” Journal of Business Research, 198 (September).

Cakanlar Aylin, Megan Hunter, and Gergana Y. Nenkov (2025), “Recycle Right: How to Decrease Recycling Contamination with Informational Point-of-Disposal Signage?” Journal of the Academy of Marketing Science,  53, 781–803.

Cakanlar Aylin, Gergana Y. Nenkov, and Karen Winterich (2025), “When Transformation Deters Recycling: The Role of Privacy Concerns,”Journal of Sustainable Marketing, 5 (2), 83-101

Sen, Sankar, CB Bhattacharya , Kristin Lindrud , Silvia Bellezza, Yann Cornil, Shuili Du, Shreyans Goenka, Katharina Husemann , Eric J. Johnson, Cait Lamberton, Gergana Nenkov, Remi Trudel, Katherine White, Karen Page Winterich (2024), “Enhancing Consumer and Planetary Well-Being by Consuming Less, Consuming Better,” Journal of Sustainable Marketing, 5 (1), 30-42.

Nenkov, Gergana (2024), "Shifting Focus in the Fight Against Core Environmental Challenges,” Journal of the Academy of Marketing Science, 52, 1273–1278. 

Salisbury, Linda, Gergana Nenkov, Simon Blanchard, Ronald Hill, Alex Brown, and Kelly Martin (2023), “Consumer Financial Vulnerability: Novel Insights for Theory, Practice, and Public Policy,” Journal of Marketing, 87 (5), 657-678.

Peterson, Lane, Martin Mende, Maura L. Scott, Gergana Y. Nenkov, and Anders Gustafsson (2023), “Friend or Foe? Can Anthropomorphizing Self-Tracking Devices Backfire on Marketers and Consumers?,” Journal of the Academy of Marketing Science, 51 (5), 1075-1097.

Cakanlar, Aylin, Hristina Nikolova, and Gergana Nenkov (2023), “I Will be Green for Us: When Consumer Compensate for Their Partner's Unsustainable Behavior,"
Forthcoming at Journal of Marketing Research.

Nikolova, Hristina and Gergana Y. Nenkov (2022), “We Succeeded Together, Now What: Relationship Power and Sequential Decisions in Couples’ Joint Goal Pursuits," Journal of Marketing Research, 59(2), 271-289.
 
* Winner, Franco Nicosia Award, Best Conference Paper, ACR 2019.
* Finalist, JMR Paul E. Green Award, 2023.

Seiders Kathleen, Andrea Godfrey Flynn, and Gergana Y. Nenkov (2022), “How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetries in Public Voting Responses,” Journal of Marketing, 86(2), 126-146.

Mende, Martin, Linda Court Salisbury, Gergana Y. Nenkov, and Maura L. Scott (2020), “Improving Financial Inclusion through Communal Financial Orientation: How Financial Service Providers Can Better Engage Consumers in Banking Deserts,” Journal of Consumer Psychology, Special Section on Transformative Consumer Research, 30 (2), 379-391. 
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* Winner, AMA-EBSCO-RRBM Award for Responsible Research in Marketing, 2022.
* Included in JCP’s Inaugural Virtual Special Issue: Consumer Psychology for a Pandemic: Insights in Finances, Scarcity, and Wellbeing, August 2020.

Winterich, Karen Page, Gergana Y. Nenkov, and Gabriel Gonzales (2019), “Knowing What It Makes: How Product Transformation Salience Increases Recycling,” Journal of Marketing, 83 (4), 21-37.
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* Winner, 2019 Marketing Science     Institute/H. Paul Root Award.
* Distinguished Winner, AMA-EBSCO-RRBM Award for Responsible Research in Marketing, 2022.
* Runner Up, Financial Times Responsible Business Education Academic Research Award, 2022.

Nenkov, Gergana Y., Maureen Morrin, Virginie Maille, Tracy Rank-Christman, and May O. Lwin (2018), Sense and Sensibility: The Impact of Visual and Auditory Sensory Input on Marketplace Morality,” Journal of Business Research, Special Issue on Ethics and Morality in Customer-Brand Relationships, 95 (February), 428-441.

Chris Plouffe, Frederik Beuk, John Hulland, and Gergana Y. Nenkov (2017), “Elaboration on Potential Outcomes (EPO) and the Consultative Salesperson: Investigating Effects on Attributions and Performance,” Journal of Personal Selling & Sales Management, 37 (2), 113-133.

Komarova Loureiro, Yuliya, Julia Bayuk, Stefanie Tignor, Gergana Y. Nenkov, Sara Baskentli, and David Webb (2016), “The Case for Moral Consumption: Examining and Expanding the Domain of Moral Behavior to Promote Individual and Collective Well-Being,” Journal of Public Policy and Marketing, Special Issue on Transformative Consumer Research, 35 (2), 305-322.

Salisbury, Linda and Gergana Y. Nenkov (2016), “Solving the Annuity Puzzle: The Role of Mortality Salience in Retirement Savings Decumulation Decisions,” Journal of Consumer Psychology, 26 (3), 417–425.

Winterich, Karen Page and Gergana Y. Nenkov (2015), “Save Like the Joneses: How Service Firms Can Utilize Deliberation and Informational Influence to Enhance Consumer Well-Being,” Journal of Service Research, 18 (3), 384-404. (Special issue on Transformative Service Research)

Scott, Maura L. and Gergana Y. Nenkov (2014), “Using Consumer Responsibility Reminders to Reduce Cuteness-Induced Indulgent Consumption,” Marketing Letters, Nov., 1-14.

Reimann, Martin, Gergana Y. Nenkov, Deborah MacInnis, Maureen Morrin (2014), “The Role of Hope in Financial Risk Seeking,” Journal of Experimental Psychology: Applied, 20 (4), 349-364.

Full Text

Nenkov, Gergana Y., Kelly M. Haws, and Min Jung Kim (2014), “Fluency in Future Focus: Optimizing Outcome Elaboration Strategies for Effective Self-Control,” Social Psychological and Personality Science, 5 (7), 769-776.

Nenkov, Gergana Y. and Maura L. Scott (2014), “So Cute I Could Eat It Up”: Priming Effects of Cute Products on Indulgent Consumption,” Journal of Consumer Research, 42 (2), 326-341.

    * Featured on Harvard Business Review

Reimann, Martin, Wilko Feye, Alan J. Malter, Josh Ackerman, Raquel Castaño, Nitika Garg, Robert Kreuzbauer, Aparna A. Labroo, Angela Y. Lee, Maureen Morrin, Gergana Y. Nenkov, Jesper H. Nielsen, Maria Perez, Gratiana Pol, José Antonio Rosa, Carolyn Yoon, and Chen-Bo Zhong  (2012), “Embodiment in Judgment and Choice,” Journal of Neuroscience, Psychology, and Economics, 5 (2), 104-123.

Haws, Kelly L., William O. Bearden, and Gergana Y. Nenkov (2012), “Consumer Spending Self-Control Effectiveness and Outcome Elaboration Prompts,” Journal of the Academy of Marketing Science, 40 (5), 695-710.

Nenkov, Gergana Y. (2012), “It’s all in the Mindset: Effects of Varying Psychological Distance in Persuasive Messages” Marketing Letters, 23 (3), 615-628.

Morrin, Maureen, J. Jeffrey Inman, Susan Broniarczyk, Gergana Y. Nenkov, and Jonathan Reuter (2012), “Investing for Retirement: The Moderating Effect of Fund Assortment Size on the 1/n Heuristic,” Journal of Marketing Research, 49 (August), 537-550.

Hulland, John S., Gergana Y. Nenkov, and Donald W. Barclay (2012), “Perceived Marketing / Sales Relationship Effectiveness: A Matter of Justice,” Journal of the Academy of Marketing Science, 40 (3), 450-467.

Nenkov, Gergana Y. and Peter M. Gollwitzer (2012), “Pre- versus Postdecisional Deliberation and Commitment: The Positive Effects of Defensiveness,” Journal of Experimental Social Psychology, 48 (1), 106-121.

     * Featured on Harvard Business Review

Nenkov, Gergana Y., J. Jeffrey Inman, John S. Hulland, and Maureen Morrin (2009), “The Impact of Outcome Elaboration on Susceptibility to Contextual and Presentation Biases,” Journal of Marketing Research, 46 (December), 764-776.

Nenkov, Gergana Y., Maureen Morrin, Barry Schwartz, Andrew Ward, and John Hulland (2008), “A Short Form of the Maximization Scale: Factor Structure, Reliability and Validity Studies,” Judgment and Decision Making, 3 (5), 371-388.

Nenkov, Gergana Y., J. Jeffrey Inman, and John Hulland (2008), “Considering the Future: The Conceptualization and Measurement of Elaboration on Potential Outcomes,” Journal of Consumer Research, 35 (1), 126-141.

Working Papers

“To Repair or Replace: The Role of Brand Loyalty in Consumer Decisions on Electronic Product Repairs” with Joyce Liu and Aylin Cakanlar.

"Harnessing Reuse Transformation Salience to Improve Brand Evaluation and Extend Product Utilization,” with Aylin Cakanlar and Karen Winterich.

"Living Out of a (Used) Suitcase: How Does Residential Mobility Influence Consumer Responses to Brands Offering Second-hand Products?,” with G. Ceren (Gerry) Aksu and Aylin Cakanlar.

“Beyond Recycling: A Framework and Research Agenda for Sustainable Disposal,” with Nurit Nobel.

"People or planet? Consumer Responses to Socially and Environmentally Responsible Brands," with G. Ceren (Gerry) Aksu and Ozum Zor.

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