Sonja Prokopec

Sonja Prokopec is a Professor and Associate Dean in charge of the Asia-Pacific region at ESSEC Business School, Singapore. She holds a Ph.D. in Marketing from the University of Houston (2007), an MBA (2003), and a BSc in Business Administration from the University of Central Florida (2001). Her research focuses on consumer behavior, luxury branding, self-control mechanisms, and virtual worlds marketing, with notable contributions to mental budgeting theory and fundraising strategies. She has received accolades including the 2016 Best Paper Award and recognition as one of the top 40 under-40 professors globally. Prokopec also leads the LVMH Chair at ESSEC and serves on academic societies like the Society of Consumer Psychology.

Her academic journey includes roles as Assistant Professor (2007–2013), Associate Professor (2013–2019), and Professor (2019–present). Research highlights include studies on luxury brand extensions, enrichment economies, and decision-making in uncertain contexts. She has supervised doctoral student TALEBI A. on emotional decision-making topics.

Prokopec’s work spans over 20 peer-reviewed articles and conference papers, addressing themes like virtual world consumer behavior, mental accounting, and ethical considerations in luxury markets. Her research bridges theoretical frameworks with practical applications for brands navigating secondary markets and consumer psychology challenges.