Sonja Prokopec
Professor, Marketing Department

Photo de Sonja Prokopec
Curriculum Vitae (pdf)
General Information Research Areas Publications Teaching Other Activities
Education
Ph.D. in Marketing - University of Houston

Master of Business Administration (MBA) - University of Central Florida

Bachelor of Science in Business Administration, Marketing - University of Central Florida {Summa Cum Lauda}
Biography

Prof. Sonja Prokopec is the ESSEC LVMH Chaired Professor of Luxury Brand Management. She was named one of the Top 40 under 40 Business School Professors worldwide in 2015 (Poets&Quants ranking). Her research explores consumer judgment and decision-making. She is also interested in understanding the factors that affect brand perceptions of luxury brands. Prof. Prokopec's research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Research in Marketing among others, as well as a variety of media including the Huffington Post, the Business of Fashion and the Business Times Singapore. Outside of teaching and research, she actively advises companies from the luxury, lifestyle and automotive industry in regard to consumer behaviour trends, consumer research and marketing and brand managementissues. Prof. Prokopec received her PhD in Marketing from University of Houston in 2007.

 

Research Areas
Areas

Indulgent consumption and Self-control

Mental Budgeting

Luxury and Branding

 



Sectors

Luxury Industry

Fine food and Wines

Retailing

Automotive

Lifestyle and Design 


Geographical Areas
Worldwide 

On-going Projects

 

“Managing the Flame of Desire: How luxury brands can retain brand desirability despite successful brand extensions,”with Vanessa Patrick, invited for a 3rd round revision at Journal of Retailing.

“What You Do vs. Don't: The Impact of framing on goal level setting,” with Mirjam Tuk and Bram Van den Bergh, invited for 3rd round revision at Journal of Consumer Research.

 

Academic Publications
Articles
  "Restraint That Blinds: Attention Narrowing and Consumers? Response to Numerosity in Self-Control Decisions" (S. Prokopec, K. Wilcox), Journal of Consumer Research
  "Assimilation-contrast theory in action: Operationalization and managerial impact in a fundraising context" (S. Prokopec, A. De Bruyn), International Journal of Research in Marketing
  "Opening a donor's wallet: The influence of appeal scales on likelihood and magnitude of donation" (A. De Bruyn, S. Prokopec), Journal of Consumer Psychology, Oct 2013
  "Coram Populo?In the Presence of People: The Effect of Others in Virtual Worlds" (L. Goel, S. Prokopec, I. Junglas), Journal of Computer-Mediated Communication, Feb 2013
  "Resisting that triple-chocolate cake: Mental budgets and self-control" (P. Krishnamurthy, S. Prokopec), Journal of Consumer Research, Issue 1
  "IF YOU BUILD IT WILL THEY COME? - AN EMPIRICAL INVESTIGATION OF CONSUMER PERCEPTIONS AND STRATEGY IN VIRTUAL WORLDS" (S. Prokopec, L. Goel), Electronic Commerce Research Journal, Mar 2009


Chapters
  An International Marketing Strategy Perspective on Islamic Marketing. In: Handbook of Islamic Marketing (with M. Kurdy). : Edward Elgar , Gillian Rice and Ozlem Sandikci. 2011


Other Publications
Articles published in conference proceedings
  "The Social Aspects of Virtual Worlds: Implications for Marketing", With L. Goel. In : 2009 AMA Summer Marketing Educators' Conference Proceedings, 2009 AMA Summer Marketing Educators' Conference. : American Marketing Association, 2009
  "The Impact of Anchors on Donors' Behavior: A Field Experiment", With A. De Bryun. In : 2009 ACR North American Conference Proceedings, Association of Consumer Research (ACR). : Association for Consumer Research, 2009
  "The "socialness" of Virtual Worlds", With L. Goel. In : 15th Americas Conference on Information Systems Proceedings, 15th Americas Conference on Information Systems . : Americas Conference on Information Systems , 2009
  "When asking for more leads to getting nothing:The impact of anchors on donation behavior", With A. De Bryun. In : 38th EMAC Annual Conference Proceedings, 38th EMAC Annual Conference. : European Marketing Academy, 2009
  "The Social Aspects of Virtual Worlds: Implications for Marketing". In : 38th EMAC Annual Conference Proceedings, 38th EMAC Annual Conference. : European Marketing Academy, 2009
  "Marketing in Second Life: If you build it, will they come?", With L. Goel. In : 2008 American Marketing Association Winter Educators Conference Proceedings, 2008 American Marketing Association Winter Educators Conference. : American Marketing Association, 2008
  "Beating back that triple chocolate cake:Mental budgets as instruments of self-regulation", With P. Krishnamurthy. In : 2006 North America ACR Conference Proceedings, 2006 North America ACR Conference. : Association for Consumer Research, 2006


Teaching at ESSEC

Luxury Brand Management

Innovation and Disruption in the Luxury Industry

(Master in Marketing and Digital Business)

Marketing Management                                                 

(EMBA, Global MBA, Specialized Master in International Business)

Consumer Behavior

(Master in Management; GMBA (Luxury Brand Management track); Global MBA; PhD level

Marketing Research

(Master in Management)

Other Teaching Activities

Premium Branding Workshop  

Awards and Distinctions

Winner of the Best Paper Award - LVMH-SMU Luxury Research Conference, Singapore.

Presidential Scholarship - University of Houston

Doctoral Fellowship - University of Houston

UCF Graduate Merit Fellowship

UCF Alumni Trust International Student Scholarship

UCF Founder's Scholar award (awarded to top 1 % of students)

UCF Golden Medallion for Outstanding Academic Achivement

Scholar-Athlete All American 2000, 2001

National Student-Athlete of the Year 2001


Scientific Activities
Conference Presentations
  "The Impact of Anchors on Donors' Behavior: A Field Experiment", (with A. De Bryun). Association for Consumer Research, Pittsburgh, PA, USA, 23 Oct 2009
  "The "socialness" of Virtual Worlds", (with L. Goel). 15th Americas Conference on Information Systems , San Francisco, CA, USA, 08 Aug 2009
  "The Social Aspects of Virtual Worlds: Implications for Marketing", (with L. Goel). 2009 AMA Summer Marketing Educators' Conference, Chicago, IL, USA, 08 Aug 2009
  "THE SOCIAL ASPECTS OF VIRTUAL WORLDS: IMPLICATIONS FOR MARKETING", (with L. Goel). EMAC 2009, Audencia Nantes School of Management , Nantes, France, 29 May 2009
  "When asking for more leads to getting nothing:The impact of anchors on donation behavior", (with A. De Bruyn ). EMAC 2009, Audencia Nantes School of Management, Nantes, France, 28 May 2009
  "Marketing in Second Life: If you build it, will they come?", (with L. Goel). 2008 American Marketing Association Winter Educators Conference, Austin, TX, 18 Feb 2008
  "Beating back that triple chocolate cake:Mental budgets as instruments of self-regulation", (with P. Krishnamurthy). ACR 2006, Orlando, 30 Sep 2006
  "Beating back that triple chocolate cake: Mental Budgets as instruments of self-regulation", (with P. Krishnamurthy). University of Houston Annual Doctoral Symposium, Houston, TX, 08 Apr 2006
Association of Consumer Research (ACR) Conferences: 2003-2020

Affiliations and Academic Responsibilities


American Marketing Association (AMA)

Advances for Consumer Research (ACR)

Society of Consumer Psychology (SCP) 

Useful Links
Marketing
Contact
E-mail

ESSEC Asia-Pacific Campus
5 Nepal Park
Singapore 139408