Patti Williams

Patti Williams is the Ira A. Lipman Associate Professor of Marketing at the Wharton School, University of Pennsylvania, and serves as Vice Dean of Wharton Executive Education. Her research focuses on the intersection of emotions, social identity, and consumer behavior, with a particular emphasis on emotional ambivalence, brand purpose, and the persuasive effects of emotion.

Her academic career spans top-tier journals such as the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing Research, where she has held editorial roles. She earned a PhD and MBA from UCLA and a BA from Stanford University.

Her research trends include analyzing how emotional states influence purchasing decisions, the psychological mechanisms behind brand purpose, and the role of social identity in consumer self-perception. Her work bridges theoretical insights with practical applications in marketing strategy and emotional regulation.

• Scientific Awards:
  • President, Society for Consumer Psychology (2020-2021)
  • Outstanding Reviewer, Journal of Consumer Psychology (2018)
  • Wharton Excellence in Teaching Awards (multiple years)
  • Fellow, Wharton Risk Center (2007)
  • Marketing Science Institute Research Grant (1999)

Professor Williams has taught Strategic Brand Management at Wharton and previously delivered MBA core courses and Advertising Management. Her advisory roles include editorial board memberships, and she has contributed to industry insights through media engagements and Wharton's Knowledge@ platform.