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,” forthcoming at Journal of Marketing.
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?,” forthcoming at Journal of the Academy of Marketing Science.
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.
* 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.
* 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.
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.
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.
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.
