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Dr Paolo Antonetti


Lecturer in Marketing

Telephone: +44(0) 20 7882 6478
Room Number: Room 3.28F, Bancroft Building, Mile End Campus


Student drop-in and feedback hours
Monday 10am-12pm

Programme Director Marketing MSc 

Paolo is Lecturer in Marketing at Queen Mary, University of London. Before joining QMUL Paolo worked as Assistant Professor in Marketing at Warwick Business School, University of Warwick. He holds a PhD in Management from Cranfield School of Management awarded in 2013. He also obtained an MSc in Strategic Marketing from Cranfield School of Management.

His research interests lie in the area of consumer emotions and especially on the role of emotions in sustainability, corporate social responsibility, corporate social irresponsibility and consumer ethics.

His research has appeared in several international publications including the Journal of Business Ethics, Psychology & Marketing and the International Journal of Management Reviews.

Paolo is a member of the European Marketing Academy, the Association for Consumer Research and is a Fellow of the Higher Education Academy. He is also an ad-hoc referee for international publications including the Journal of Business Ethics, the European Journal of Marketing and the Journal of Marketing Management. He is also a member of the Editorial Advisory Board of the International Journal of Market Research.

Before joining academia Paolo worked for several years for an international marketing research agency, assisting multinational clients in the development and implementation of their marketing strategies. He managed national and international projects covering diverse marketing issues in areas such as pricing, product innovation, branding and communication strategies. He has also been involved in a number of private consulting projects in the past, including ad-hoc marketing research projects and the development of marketing strategies for several private organisations.

Undergraduate Teaching

  • International Marketing (BUS227)

Postgraduate Teaching


Research Interests:

Paolo pursues three main areas of research:

1. The study of how emotions influence persuasive processes with a specific focus on guilt and other self-conscious emotions. Research in this area is being currently developed around the idea of an ‘elicitation-consumption’ approach to the use of guilt in social marketing messaging. This framework has been developed in earlier research (Antonetti & Baines, 2015; Antonetti et al., 2015) and is the object of an ongoing research project funded by the British Academy.

2. The study of Corporate Social Responsibility and Corporate Social Irresponsibility from a Marketing perspective. Research in this area has focused especially on how negative emotions (e.g. outrage, anger and sympathy) influence reactions to information about unethical corporate behaviour.

3. Research on responsible or sustainable consumer behaviour. Work in this area is centred on the examination of emotional processes can promote/hinder responsible consumption choices from individuals and groups of consumers.

Research grants

  • British Academy/Leverhulme Small Research Grants, Engendering delayed effects through narrative persuasion in guilt appeals. £9.990 awarded in April 2015. Co-investigator: Professor Paul Baines.
  • University of Warwick, Global Research Priorities, Behavioural Science, Do CSR practices attract better or just more demanding workers? £2.000 awarded in May 2015. Co-investigator: Dr Leif Brandes.


Peer-reviewed journal articles:

Recent peer-reviewed conference proceedings and invited presentations:

  • Antonetti, P. (2015). “Social identification and corporate irresponsibility: a model of stakeholder punitive actions”, presented at Marketing Ethics & CSR Symposium, University of Notre Dame Global Gateway, Rome (Italy), April 2015.
  • Maklan, S. and Antonetti, P. (2014). “Moral outrage at unethical corporate behaviour”, presented at European Marketing Academy Conference, Paradigm shifts & Interactions, Valencia (Spain), June 2014.
  • Antonetti, P. and Maklan, S. (2013). “Moral emotions and self-regulation: an investigation in the case of ethical consumption”, presented at European conference of the Association for Consumer Research, Consumer Research in turbulent times-managing a balancing act, Barcelona (Spain), July 2013.
  • Antonetti, P. and Maklan, S. (2013). “Guilt and pride in self-regulation: an exploration in sustainability and ethical consumption”, presented at European Marketing Academy Conference, Lost in Translation – Marketing in an interconnected world, Istanbul (Turkey), June 2013.

Teaching case studies and managerial publications:

  • Antonetti, P. Desso: Learning from Sustainability How to Become Customer Focused. Field research based teaching case study available at (previously EECH).
  • Antonetti, P., Alber, P., & Mazumdar, S. “Critical issues in sustainability communications”, white paper for the Cranfield Customer Management Forum, June 2013.
  • Maklan, S. and Antonetti, P. Customer Experience Management at RBS: Delivering Helpful Banking. Field research based teaching case study available at (previously EECH).
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