Welcome to Gergana Y. Nenkov's Home Page



Gergana Y. Nenkov

Associate Professor of Marketing


Carroll School of Management

Boston College

Fulton Hall 442

140 Commonwealth Ave.

Chestnut Hill, MA 02467


Tel. (617) 552 1018

E-mail: gergana.nenkov@bc.edu

Boston College website:







Professor Nenkov received her PhD from the Katz Business School at the University of Pittsburgh, and her BA from the American University in Bulgaria. Prof. Nenkov’s primary research objective is to understand how different modes of thinking about the future affect two aspects of consumers’ decision making – their exertion of self-control and their use of heuristics. Her research focuses on understanding the motivations behind suboptimal or irrational consumer choices – with the ultimate goal of developing methods to improve the consumer decision making process. Prof. Nenkov examines how the various ways consumers think about the future impact their ability to exercise self-control in the present, in contexts such as planning for retirement and healthy nutrition. Relatedly, she explores how the innate desire to minimize effortful thinking during the consumer choice process often results in faster, but poorer quality decisions.


Prof. Nenkov serves on the editorial review boards of the Journal of Consumer Research and the Journal of Consumer Psychology. Her research has been accepted for publication at top academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and Journal of Experimental Social Psychology and has been presented at major marketing conferences such as the Association for Consumer Research, Society for Consumer Psychology, Academy of Marketing Association, and Marketing Science.


Prof. Nenkov teaches Marketing Principles, International Marketing, and Integrated Marketing Communications.


Click here to view Professor Nenkov’s resume




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.

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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.

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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.

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Nenkov, Gergana Y., Deborah J. MacInnis, and Maureen Morrin (2009), “How Do Emotions Influence Saving Behavior,” Issue in Brief, Number 9-8, Chestnut Hill, MA: Center for Retirement Research at Boston College.

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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.

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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), 695-628.

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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.

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

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Morrin, Maureen, J. Jeffrey Inman, Susan Broniarczyk, Gergana 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.

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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.

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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.

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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.

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


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


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).


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.

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Komarova Loureiro, Yuliya, Julia Belyavski, 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.


Chris Plouffe, Frederik Beuk, John Hulland, and Gergana Y. Nenkov (2016), “Elaboration on Potential Outcomes (EPO) and the Consultative Salesperson: Investigating Effects on Attributions and Performance,” Journal of Personal Selling & Sales Management, forthcoming.





Gergana Y. Nenkov, Maureen, Morrin, Virginie Maille, and May Oo Lwin, “Sense and Sensibility: Effects of Sensory Input on Shopper Misbehavior.”


Gergana Y. Nenkov and Peter M. Gollwitzer, “Effects of Pre- and Postdecisional Deliberation on Goal Conflict Resolution.”


Gergana Y. Nenkov and Maureen Morrin, “Effects of Sensory Rich Versus Deprived Communication on Judging the Misbehaving Consumer.”


Martin Mende, Maura L. Scott, and Gergana Y. Nenkov, “Understanding the Quantified Self: Effects of Self-Tracking on Mortality Salience and Health Motivation.”


Linda Court Salisbury and Gergana Y. Nenkov, “Increasing Consumers’ Engagement in Savings Decumulation Decisions.”


Hristina Nikolova and Gergana Y. Nenkov, “The Role of Relationship Power in Joint Goal Pursuit.”


Kathleen Seiders and Gergana Y. Nenkov, “Effects of Industry-Level Persuasion on Consumer Information Processing and Decision Making.”


Karen Page Winterich, Gabriel Gonzales, and Gergana Y. Nenkov, “Using Outcome Focus to Promote Consumer Recycling Behavior.”