Assistant Professor @ Torcuato Di Tella University
Elena is an assistant professor of marketing at Torcuato Di Tella University (Buenos Aires, Argentina). She received her Ph.D. in marketing from HEC Paris in France and, prior to entering the Ph.D. program, she received her B.A. from Cattolica University in Milan and her M.Sc. in Marketing Management at Bocconi University.
Elena's research interests fall into the domains of consumer self-identity and emotion in consumer psychology. At the intersection of these domains, her dissertation research investigates the influence of aversive states (i.e., identity threats, negative emotions, negative outcomes) on consumers’ motivations and behavior. She also investigates how consumers manage multiple social identities in a variety of situations such as when they face self-threatening events (e.g., failure on a test for student-athletes) or when they face resource scarcity contingencies (e.g., time allocation for working parents).
Identity Threats, Compensatory Consumption, Consumers Identity Negotiation, Affective and Motivational Processes.
Research in Progress
With L.J. Shrum and Jaehoon Lee
Chronically Lonely Consumers Avoid Rather than Seek Out Interpersonal Touch-Related Services Because of Lack of Interpersonal Trust and Lack of Comfort with Interpersonal Touch. Under review at the Journal of Consumer Research
With Yi Li
Spoiled Rotten: The Effect of Delight Gifts on Customer Desire for Revenge. Under review at the Journal of Retailing
With L.J. Shrum
When Disgust Puts You Down: The Effect of Disgust Exposure on Consumers’ Identity and Compensatory Consumption. Manuscript available, preparing for submission to the Journal of Advertising
With Luca Visconti
To Me or Not to Me: Personal Body as Contended Ownership. Manuscript in preparation, targeted at the Journal of Consumer Research
With L.J. Shrum and Suresh Ramanathan
Being a Chameleon Helps: How Holding Multiple Identities Protects Consumers Against Identity Threats. Data collection in progress.
With Christina Kan
Multiple Identities and Multiple Resources: How Scarcity Perception is Influenced by Identity Salience. Data collection in progress.
Consumer Behavior, Principles of Marketing, Marketing Research, Digital Marketing, Strategic Marketing.
Teaching Assistant (HEC Paris 2014-2015)
Leading Digital Transformation (ExEd) for Professor Kristine de Valck (2017)
Teaching Assistant (Bocconi University 2011-2012)
Peer-Reviewed Business Cases
Fumagalli E. (in press). “Ethical Consumerism and Glass Box Branding: When Companies’ Actions Speak Louder Than Words,” SAGE Business Cases.
Fumagalli E. (2020). “Tough love: when social media influencers’ digital detox goes wrong,” SAGE Business Cases. (Voted Best Marketing Business Case of 2019 by SAGE Editorial Team)
Fumagalli E. (2019). “Direct-to-consumer DNA testing and product personalization: one size does not fit all genes,” SAGE Business Cases.
Present & Past
Torcuato Di Tella University
Assistant Professor March 2019 - Present
Marketing Ph.D. Candidate Sep 2013 – June 2018
Texas A&M University
Visiting Ph.D. Student Jan 2016 – December 2016
Research Assistant September 2011 - January 2013
Honors & Awards
Best Marketing Business Case of 2019, SAGE Publishing Editorial Team
AMA Sheth Doctoral Consortium Fellow, 2017
2016 Doctoral Fellowship, Labex ECODEC
2015 Travel grant from HEC Paris for visit to Mays Business School, Texas A&M
2013-15 Doctoral Fellowship, HEC Paris
Post-graduate Research Scholarship, Bocconi University, Research Fellow, 2011
Graduated Top 10% of graduating class 2009-2010, Bocconi University