Dr. Nancy J. Sirianni (Ph.D. Arizona State University, B.A. University of Texas at Austin) works at the intersection of consumer psychology and marketing strategy with the goal of understanding and innovating the customer experience. Her current research projects investigate: retail and service marketing with a focus on frontline employee-customer interactions, sensory marketing, consumer emotions and feeling states, and improving consumer health and well-being. Her pronouns are she/her/hers.
Dr. Sirianni serves on the faculty at the McCoy College of Business at Texas State University where she teaches Consumer Behavior and Marketing Management courses in the McCoy BBA, MBA, and 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, she served as Director for the Texas Master of Science in Marketing (MSM) program at the McCombs School of Business at University of Texas at Austin. Previous to that role, Dr. Sirianni 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.
Dr. Sirianni’s research has been published in premier journals including: Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of International Business Studies, Journal of Retailing, Journal of Service Research, and Journal of Business Research, among others, and her work is forthcoming in the Journal of the Academy of Marketing Science. She reviews for a number of marketing journals, and currently serves on the Editorial Review Board for the Journal of the Academy of Marketing Science. 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, Virgin Pulse, A&W Canada, and Carpe Vino.
She was honored for her early career research contributions with the 2018 AMA SERVSIG Emerging Service Scholar Award, and she was selected to join the elite group of Marketing Science Institute Young Scholars in 2015. Her research has won grants from the Marketing Science Institute, the Swedish Knowledge Foundation, and the Office of Research and Economic Development at the University of Alabama.
Dr. Sirianni’s work in the classroom has garnered a number of teaching awards and honors, including 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).
She 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.
She and her husband live in Austin, Texas, with their two beloved dogs and a grumpy backyard owl.