• Elena Fumagalli

    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).

  • Research Interests


    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. Preparing for submission to the Journal of Personality and Social Psychology


    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.

  • Teaching Interests


    Consumer Behavior, Principles of Marketing, Marketing Research, Digital Marketing, Strategic Marketing.

    Teaching Experience



    • 2019 Consumer Behavior, Torcuato Di Tella University (Master in Management & Analytics, 15 hours, 40 students, 3.93/5)
    • 2019 Consumer Behavior, Torcuato Di Tella University (Undergraduate, 45 hours, 38 students, average evaluation 4.12/5)
    • 2019 Consumer Behavior, Torcuato Di Tella University (Undergraduate, 45 hours, 26 students, average evaluation 3.76/5)
    • Research Methods for Social Sciences (co-instructor), University of Calabria (2018; average evaluation TBD)
    • Research Methods for Social Sciences (co-instructor), University of Calabria (2017; average evaluation 6.2/7)
    • Consumer Behavior, ESCP Europe (2017; Specialized Master, 15 hours, 49 students, average evaluation 3.34/4)
    • Research Methods for Social Sciences (co-instructor), University of Calabria (2015; average evaluation 6.8/7)

    Teaching Assistant (HEC Paris 2014-2015)

    • Leading Digital Transformation (ExEd) for Professor Kristine de Valck (2017)

    • Luxury Management Summer School for Professor Anne Michaut-Denizeau (2015)
    • Statistics and business analytics (MBA) for Professor Peter Ebbes (2014, 2015)

    Teaching Assistant (Bocconi University 2011-2012)

    • Marketing in Creative Industries for Professor Gabriele Troilo (2011)
    • Marketing research for Professor Maria Carmela Ostilio (2012)
    • Marketing for Professor Lei Wang (2012)
    • Sales and Key Account Management for Professor Paolo Guenzi (2012)

    Pedagogical Contribution


    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.



  • Academic Affiliation

    Present & Past

    Torcuato Di Tella University

    Assistant Professor March 2019 - Present

    HEC Paris

    Marketing Ph.D. Candidate Sep 2013 – June 2018

    Texas A&M University

    Visiting Ph.D. Student Jan 2016 – December 2016

    Bocconi University

    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


    August 2020



    +54 9 11 6620 4065

    Torcuato Di Tella University

    School of Business

    Av. Figueroa Alcorta 7350, C1428BCW

    Buenos Aires, Argentina