Bruna Jochims

Bruna Jochims serves as an Assistant Professor of Marketing at SKEMA Business School, where her research bridges experimental consumer psychology and retail strategy. A recent Journal of Marketing study she co-authored observed 300+ shoppers across France and Spain, demonstrating that caffeine consumption significantly increases spending on non-essential items through heightened impulse behavior.

Her research program systematically explores how physiological states and environmental cues shape consumer decisions. Core interests include stimulant effects on shopping behavior (e.g., caffeine-induced spending), sustainable fashion adoption barriers, color psychology in branding (notably red's impact on dominance perception), and adaptive marketing during economic crises. Methodologically, she prioritizes real-world retail experiments over laboratory simulations to capture authentic purchasing dynamics.

Analysis of her publication trajectory reveals a strategic focus on translating psychological mechanisms into actionable retail insights. Early work established foundations in ethical consumption and sustainable fashion liabilities, while recent studies increasingly examine physiological triggers like caffeine. Her 2023 research demonstrates how stimulants disrupt rational spending patterns, and color psychology investigations reveal cross-context applications from healthcare branding to retail environments.

Though specific grant details remain undisclosed in source materials, her field-based methodology involving multinational shopper observation suggests substantial industry partnerships. Her work directly informs retail practices through evidence-based understanding of subconscious spending drivers, with implications for store layout, promotional timing, and sustainable product positioning.