Ira A. Lipman Associate Professor of Marketing, The Wharton School
Consumer decision making, emotional and attitudinal ambivalence, the persuasive effects of emotion
The recipient of multiple Wharton Excellence in Teaching awards, Patti Williams has interests that cover the role of emotions in consumer decision-making. Prior to joining Wharton in 2000, she was an assistant professor at the Stern School of Business at New York University. Patti teaches the core marketing planning course to Wharton’s full time and executive MBA students. Her papers have appeared in the Journal of Consumer Research and the Journal of Marketing Research, among others. She has served as Associate Editor for the Journal of Consumer Research and serves on the Editorial Review Boards for the Journal of Marketing Research and the Journal of Consumer Psychology. She is co-author of Marketing for Financial Advisors, published by McGraw Hill. Patti serves as the Academic Dean for the Global Marketing University at the Estee Lauder Companies and teaches executive education programs to many companies and organizations on a variety of marketing topics including developing an outside-in strategic perspective, consumer insights and segmentation, branding and managing brand experiences. She received a BA in communication from Stanford University and an MBA and PhD in marketing from UCLA’s Anderson School of Management.
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