Biography and education
Dr. Sirianni (Ph.D. Arizona State University, B.A. University of Texas at Austin) works at the intersection of consumer psychology and marketing strategy to understand and innovate the customer experience.
She serves as a tenured Associate Professor of Marketing at the McCoy College of Business at Texas State University where she is the Steven R. "Steve" Gregg, Sr. Excellence Professorship Fellow for 2025. Dr. Sirianni teaches Consumer Behavior and Marketing Management courses in the McCoy BBA, MBA, and the MSMRA programs. In addition, Dr. Sirianni is a research faculty member of the Center for Services Leadership at Arizona State University.
Prior to joining Texas State University, Dr. Sirianni served as Director for the Texas Master of Science in Marketing (MSM) program at the McCombs School of Business at the University of Texas at Austin. Previous to that role, she held the Jones Endowed Chair in Services Marketing and served as a tenured Associate Professor of Marketing at the Culverhouse College of Business at the University of Alabama.
Her industry background includes eight years of combined experience in consulting, marketing research, and service management with Accenture, BSI Consulting, and Insperity.
She serves as a tenured Associate Professor of Marketing at the McCoy College of Business at Texas State University where she is the Steven R. "Steve" Gregg, Sr. Excellence Professorship Fellow for 2025. Dr. Sirianni teaches Consumer Behavior and Marketing Management courses in the McCoy BBA, MBA, and the MSMRA programs. In addition, Dr. Sirianni is a research faculty member of the Center for Services Leadership at Arizona State University.
Prior to joining Texas State University, Dr. Sirianni served as Director for the Texas Master of Science in Marketing (MSM) program at the McCombs School of Business at the University of Texas at Austin. Previous to that role, she held the Jones Endowed Chair in Services Marketing and served as a tenured Associate Professor of Marketing at the Culverhouse College of Business at the University of Alabama.
Her industry background includes eight years of combined experience in consulting, marketing research, and service management with Accenture, BSI Consulting, and Insperity.
Teaching Interests
Research Interests
Featured grants
- Sirianni, Nancy Jeanne. 2022-2023 McCoy College Faculty Development Grant, McCoy College of Business, Texas State University, $1900. (Funded: May 2023). Grant.
- Ringler, Christine Anne (Principal), Sirianni, Nancy Jeanne (Co-Principal). Sonic Intimacy: Using Sound to Create Connections With Customers, University of Alabama Office of Research and Economic Development, Institutional (Higher Ed), $6000. (Funded: September 2018). Grant.
- Sirianni, Nancy Jeanne (Co-Principal), Robinson, Stacey Gossett (Co-Principal). Competing Through Connection: Understanding Consumers' Responses to Brand Humanization, Marketing Science Institute (MSI), Private / Foundation / Corporate, $8500. (Funded: March 2017 - August 2018). Grant.
- Sirianni, Nancy Jeanne. 2023-2024 McCoy College Faculty Development Grant, McCoy College of Business, Texas State University, $550. (Funded: September 2023). Grant.
Featured scholarly/creative works
- Ringler, C., Sirianni, N. J., Peck, J., & Gustafsson, A. (2024). Does Your Demonstration Tell the Whole Story? How a Process Mindset and Social Presence Impact the Effectiveness of Product Demonstrations. Journal of the Academy of Marketing Science, 52(2), 512–530. https://doi.org/10.1007/s11747-023-00934-6
- Magnusson, P., Westjohn, S., & Sirianni, N. J. (2019). Beyond Country Image Favorability: How Brand Positioning via Country Personality Stereotypes Enhances Brand Evaluations. Journal of International Business Studies, 50(3), 318–338. https://doi.org/10.1057/s41267-018-0175-3
- Otterbring, T., Ringler, C., Sirianni, N. J., & Gustafsson, A. (2018). The Abercrombie & Fitch Effect: The Impact of Physical Dominance on Male Customers’ Status Signaling Consumption. Journal of Marketing Research. https://doi.org/10.1509/jmr.15.0247
- Giebelhausen, M., Robinson, S. G., Sirianni, N. J., & Brady, M. K. (2014). Touch vs. Tech: When Technology Functions as a Barrier or a Benefit to Service Encounters. Journal of Marketing, 78(4), 113–124. https://doi.org/10.1509/jm.13.0056
- Sirianni, N. J., Bitner, M., Brown, S., & Mandel, N. (2013). Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning. Journal of Marketing, 77(6), 108–123. https://doi.org/10.1509/jm.11.0485
Featured awards
- Award / Honor Recipient: Steven R. "Steve" Gregg, Sr. Excellence Professorship Fellow, McCoy College of Business, Texas State University. January 2025
- Award / Honor Recipient: College Achievement Award for Teaching, McCoy College of Business, Texas State University. August 2024
- Award / Honor Recipient: McCombs BBA Faculty Honor Roll, Spring 2022, University of Texas at Austin, McCombs School of Business. May 2022
- Award / Honor Recipient: Emerging Service Scholar Award, American Marketing Association Services Special Interest Group. September 2018
- Award / Honor Recipient: Outstanding Marketing Faculty Educator Award, Culverhouse College of Business, University of Alabama American Marketing Association Student Chapter. April 2018
Featured service activities
- Member
Dean's Faculty Advisory Board (D-FAB)
- Other
Marketing Department Advisory Board
- Member
McCoy College Research Enhancement Committee (CREC/REP)
- Editorial Review Board Member
Journal of the Academy of Marketing Science
- Other
University Institutional Review Board – Texas State University
- Co-Chair
"Retail & Service Management" Track, Summer 2022 American Marketing Association Academic Conference