I am a social scientist and Associate Professor of Marketing at Bocconi University in Milan, Italy.  I conduct interdisciplinary, empirical research that investigates adoption of artificial intelligence as a tool for social good, with direct applications for companies, law, and policy.  A secondary area of research looks at the determinants of positive behavior change and the drivers of sustainability and climate action.  I am the recipient of the 2023 MSI Young Scholar award, the 2022 Journal of Consumer Research Best Article Award and the 2021-22 American Marketing Association CB SIG  Research in Practice Best Article AwardMy work has been published, among others, in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Nature Human Behavior, and Nature Communications.

I teach Brand Management to undergraduate and graduate students, as well as an intensive course on the psychology of Artificial Intelligence to executives.  I completed a Ph.D. in marketing at New York University’s Stern School of Business.  I also hold a M.S. (summa cum laude) from Bocconi University, a M.A. (Honors) in Psychology from New York University, and a M. Phil. in Marketing from New York University’s Stern School of Business.  Before joining academia, I worked in strategic consulting and brand management.

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The impact of generative artificial intelligence on socioeconomic inequalities and policy making
with Capraro, V., , Lentsch, A., Acemoglu, D., (), Viale, R
PNAS Nexus (2024)

Algorithmic transference: People overgeneralize failures of artificial intelligence in the government
with Luca Cian, Ellie Kyung
Journal of Marketing Research  (2023)
[Paper] [Web Appendix] [Slides (10 min)]

News from generative artificial intelligence is believed less
with Andrey Fradkin, Luca Cian, Gordon Pennycook
Proceedings of the 2022 ACM Conference on Fairness, Accountability, and Transparency (2022)
[Paper] [Data] [Slides (4 min)] [Slides (10 min)]

How consumer digital signals are reshaping the customer journey
with David Schweidel et al.
Journal of the Academy of Marketing Science (2022)

Understanding, explaining, and utilizing medical artificial intelligence
with Romain Cadario, Carey K. Morewedge
Nature Human Behavior (2021)
[Paper] [Supplementary Information] [Data]
Selected media coverage: Eye on AI research Fortune Magazine; Will patients trust medical AI? Man & Machine Podcast (Spotify)

Artificial intelligence in utilitarian vs. hedonic contexts: The “word-of-machine” effect
with Luca Cian
Journal of Marketing  (2020)
[Paper] [Web Appendix]
2021-2022 AMA CB SIG Best Article Award   |   Selected media coverageAI and Unintended Consequences for Human Decision Making, Psychology Today; When to rely on robots The Times;  AI has yet to break the trust barrier ForbesTrust an AI? The science of the word-of-machine effect Canvas8;  The word-of-machine effect and its impact on data MarketScale's Diving Into Data PodcastWhen do we trust AI's advice? The Raconteur;   Recommendations by AI vs. humans: Who will win? Analytics Insight;  Whose words would consumers prefer to accept: Human or AI's? Consumer Gateway;  Taking purchase recommendations from AI over human sales representatives ArchIntel;  AI: Ci fidiamo di più del consiglio umano o della macchina? AppY Lab (Italy);  How consumers respond to AI recommenders Haptic-Feel the Technology (Romania)   |   Other media coverage

Resistance to medical artificial intelligence is an attribute in a compensatory decision process: Response to Pezzo and Becksted (2020)
with Andrea Bonezzi, Carey K. Morewedge
Judgment and Decision Making (2020)

Resistance to medical artificial intelligence
with Andrea Bonezzi, Carey K. Morewedge
Journal of Consumer Research (2019)
[Paper] [Web Appendix]
2022 JCR Best Article Award  |   JCR high-impact and most cited articles   |   Top 1% of articles in business and economics for citations in Webs of Science  |   Featured in From atoms to bits and back:  A research curation on digital technology and agenda for future research Journal of Consumer Research  |  Selected media coverage: Regulating AI in health Observer Research Foundation;  AI and care delivery American Hospital AssociationWhat does AI mean to patients? AI in Medicine;  Doctors and AI: How to reconcile them? Infermedica; AI and Healthcare, U.K. Parliament Briefing


Generative AI at school, work and the hospital – the risks and rewards laid bare
The Conversation (2024)

How psychology can help people live more climate-friendly lives – lessons from around the world
The Conversation (2024)

For patients to trust medical AI, they need to understand it
Harvard Business Review (2021)

When do we trust AI’s recommendations more than people’s?
Harvard Business Review (2020)

AI can outperform doctors. So why don’t patients trust It?
Harvard Business Review (2019)


Addressing climate change with behavioral science: A global intervention tournament in 63 countries
with Vlasceanu, M., Doell, K. C., Bak-Coleman, J. B., (), & Van Bavel, J. J.
Science Advances (2024)
[Paper] [Website]

Proximity Bias: Motivated effects of spatial distance on probability judgments
with Jennifer S. Hong, Vicki Morwitz
Journal of Consumer Psychology (2023)
[Paper] [Supplemental Material]

Social and moral psychology of COVID-19 across 69 countries
with Flavio Azevedo et al. 
Nature Scientific Data (2023)
[Paper] [Data, Code, Translations] [Data Visualization Interface]

Predicting attitudinal and behavioral responses to COVID-19 pandemic using machine learning
with Tomislav Pavlovic et al. 
PNAS Nexus (2022)
[Paper] [Data]

National identity predicts public health support during a global pandemic: Results from 67 nations
with Jay J. van Bavel et al.
Nature Communications (2022)
[Paper] [Data]
Selected media coverage: Social Sciences Best Papers; Nature News; Behavioural & Social Sciences; Psychology Today

Advertising a desired change: When and why process simulation fosters (vs. hinders) credibility and persuasion
with Luca Cian, Aradhna  Krishna
Journal of Marketing Research (2020)
[Paper] [Web Appendix]
Selected media coverage | Independent replication report by Data Colada available here   

A green paradox: Validating green choices has ironic effects on behavior, cognition, and perception
with Peter Gollwitzer, Gabriele Oettingen
Journal of Experimental Social Psychology (2014)

Brand Management (Master), Bocconi University

Branding (MBA), Questrom School of Business, Boston University

Syllabus  |  Student Feedback

Branding (UG), Questrom School of Business, Boston University

Syllabus  |  Student Feedback

Artificial Intelligence: Psychological Insights (Executive MBA), Darden, UVA