Faculty Profile for Dr. Nancy Jeanne Sirianni

profile photo for Dr. Nancy Jeanne Sirianni
Dr. Nancy Jeanne Sirianni
Associate Professor — Department of Marketing
MCOY 424
phone: (512) 245-7428
Scholarly/Creative Work
Awards
Grants
Service

Biography Section

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. 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

 Dr. Sirianni has taught Introduction to Marketing, Marketing Management, Marketing Research/Information & Analysis, Service Marketing Strategy, Managing Service Excellence, and Consumer Behavior, and enjoys bringing marketing concepts to life in her undergraduate, masters, and doctoral courses.

Her work in the classroom has garnered a number of teaching awards and honors, including winning the 2024 McCoy College of Business Achievement Award for Teaching, recognition on the McCombs BBA Faculty Honor Roll at the University of Texas at Austin for the Fall 2021 and Spring 2022 semesters, winning the 2018 Outstanding Marketing Faculty Educator Award at the University of Alabama, and she was a finalist for UA’s prestigious “Last Lecture” teaching honor in 2017. In addition, Dr. Sirianni was twice honored with the Neeley School of Business "Favorite Professor" award at Texas Christian University (as selected by the MBA Class of 2012 and the MBA Class of 2013).

Research Interests

 Dr. Sirianni's current research projects focus on: retail & service marketing, frontline marketing (employee-customer interactions), sensory marketing, consumer emotions & feeling states, and sales psychology.

She was honored for her early career research contributions with the 2018 American Marketing Association Services Special Interest Group Emerging Service Scholar Award, and she was named to the elite group of Marketing Science Institute Young Scholars in 2015.

Dr. Sirianni regularly reviews for top marketing journals and conferences, and serves as an Editorial Review Board member for the Journal of the Academy of Marketing Science.

To date, she has published 6 journal articles in publications ranked on the Financial Times top 50 business journals list (FT Research Rank, FT50). Her work appears in premier journals including: Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of International Business Studies, Journal of Retailing, Journal of Service Research, and Journal of Business Research, among others.

Dr. Sirianni's research has won grants from the Marketing Science Institute, the Office of Research and Economic Development at the University of Alabama, and the Texas State University McCoy College of Business Faculty Development Fund. Her research findings have been featured in Forbes, Time, U.S. News & World Report, Harvard Business Review, The Financial Express, Science Daily, NPR, and The Washington Post Magazine.

She enjoys collaborating with retail and service firms, and has conducted field experiments with IKEA-Sweden, Virgin Pulse, A&W Canada, and Carpe Vino.

Selected Scholarly/Creative Work

  • 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

Selected Awards

  • 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
  • Award / Honor Recipient: Marketing Science Institute Young Scholar, Marketing Science Institute. January 2015

Selected 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.

Selected Service Activities

Member
Marketing Department: MPPS Task Force
September 2024-Present
Alternate Member
University Institutional Review Board – Texas State University
September 1, 2023-Present
Faculty Liaison
Marketing Department Advisory Board
September 1, 2023-Present
Member
McCoy College Research Enhancement Committee (CREC/REP)
September 1, 2023-Present
Editorial Review Board Member
Journal of the Academy of Marketing Science
2022-Present