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Associate Professor
Department of Marketing

Personal page

Courses a.y. 2021/2022


Courses previous a.y.

Biographical note

I am now at Cass Business School, City University of London:


You can contact me at zachary.estes@city.ac.uk.


►THESIS STUDENTS: Because I am no longer at Bocconi University, I cannot supervise your thesis.


BSc in Psychology, with Philosophy minor, Texas A&M University (USA), 1996

  • President’s Endowed Scholarship, 1992-96
  • Undergraduate Research Fellowship, 1995-1996
  • Magna cum laude, with Psychology Honors, 1996

MA in Psychology, Princeton University (USA), 1998

PhD in Psychology, Princeton University (USA), 2001

  • Graduate Research Fellowship, National Science Foundation (US), 1997-2000
  • Visiting Scholar, City University - London (England), 1999-2000

Academic CV


Assistant Professor, Department of Psychology, University of Georgia (US), 2001-2005

Faculty Fellow, Artificial Intelligence

Associate Professor, Department of Psychology, University of Warwick (UK), 2005-2012

  • Warwick Award for Teaching Excellence, Commendation, 2008
  • British Academy, Small Research Grant, Co-Investigator with Dr. Chris Stinton (Warwick Medical School), £5146, 2010-2011
  • Economic and Social Research Council, Principal Investigator with Dr. Lara L. Jones (Wayne State University, USA), £99,994, 2011-2012

Visiting Professor, Department of Marketing, Bocconi University (Italy), 2009, 2010

Associate Professor, Department of Marketing, Bocconi University (Italy), 2012-2019

Faculty Fellow, Center for Research on Marketing and Services

Faculty Fellow, Center for Research on Innovation, Organization, and Strategy

Visiting Professor, Department of Marketing, Rotterdam School of Management, Erasmus University (Netherlands), 2017-2018

Professor, Department of Marketing, Bocconi University (Italy), 2019-2020

Professor, Department of Management, Cass Business School, City University of London (UK), 2020-


Associate Editor, Cognitive Science, 2012-2015

Conference Committees:

  • Program Committee (Associate Editor), Cognitive Science Society, 2008-2013
  • Track Chair, Consumer Behavior, European Marketing Association (EMAC), 2017, 2019, 2020, 2021

Editorial Board:

  • Memory & Cognition, 2005-2009

  • Cognitive Science, 2010-2012

  • Cognition and Emotion, 2011-2014

  • Journal of Experimental Psychology: Learning, Memory, and Cognition, 2011-2014

  • Journal of Consumer Psychology, 2018-

External Examiner (research assessment): Department of Marketing, Faculty of Economics and Business Administration, Ghent University (Belgium), 2015

External Examiner (degree course): BSc in Psychology, City University (London), 2010-2011


  • Association for Consumer Research
  • Association for Psychological Science
  • Cognitive Science Society
  • European Marketing Academy
  • Society for Consumer Psychology

Research areas

Language and cognition in consumer behavior and marketing.

  • Basic research: categorization, emotion, language, similarity.
  • Applied research: brand extension, brand names, product attributes and choice.



For a complete list of publications (with PDFs), please click on Personal Page above. Below is a list of representative publications only.

Streicher, M. C., Estes, Z., & Buttner, O. (in press). Exploratory shopping: Attention affects in-store exploration and unplanned purchasing. Journal of Consumer Research.

Adelman, J. S., Estes, Z., & Cossu, M. (2018). Emotional sound symbolism: Languages rapidly signal valence via phonemes. Cognition, 175, 122-130.

Estes, Z. & Barsalou, L. W. (2018). A comprehensive meta-analysis of spatial interference from linguistic cues: Beyond Petrova et al. (2018). Psychological Science, 29, 1558-1564.

Estes, Z., Brotto, L., & Busacca, B. (2018). The value of art in marketing: An emotion-based model of how artworks in ads improve product evaluations. Journal of Business Research, 85, 396-405.

Guest, D., Estes, Z., Gibbert, M., & Mazursky, D. (2016). Brand suicide? Memory and liking of negative brand names. PLoS ONE, 11(3): e0151628.

Streicher, M. C., & Estes, Z. (2016-a). Multisensory interaction in product choice: Grasping a product affects choice of other seen products. Journal of Consumer Psychology, 26, 558-565.

Streicher, M. C., & Estes, Z. (2016-b). Shopping to and fro: Ideomotor compatibility of arm posture and product choice. Journal of Consumer Psychology, 26, 325-336.

Estes, Z., Verges, M., & Adelman, J. S. (2015). Words, objects, and locations: Perceptual matching explains spatial interference and facilitation. Journal of Memory and Language, 84, 167-189.

Streicher, M. C., & Estes, Z. (2015). Touch and go: Merely grasping a product facilitates brand perception and choice. Applied Cognitive Psychology, 29, 350-359.

Adelman, J. S., Sabatos-DeVito, M. G., Marquis, S. J., & Estes, Z. (2014). Individual differences in reading aloud: A mega-study, item effects, and some models. Cognitive Psychology, 68, 113-160.

Cirrincione, A., Estes, Z., & Carù, A. (2014). The effect of ambient scent on the experience of art: Not as good as it smells. Psychology & Marketing, 31, 615-627.

Kuperman, V., Estes, Z., Brysbaert, M., & Warriner, A. B. (2014). Emotion and language: Valence and arousal affect word recognition. Journal of Experimental Psychology: General, 143, 1065-1081.

Adelman, J. S., & Estes, Z. (2013). Emotion and memory: A recognition advantage for positive and negative words independent of arousal. Cognition, 129, 530-535.

Estes, Z., Gibbert, M., Guest, D., & Mazursky, D. (2012). A dual-process model of brand extension: Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation. Journal of Consumer Psychology, 22, 86-101.

Estes, Z., Golonka, S., & Jones, L. L. (2011). Thematic thinking: The apprehension and consequences of thematic relations (pp. 249-294). In B. Ross (Ed.), Psychology of Learning and Motivation, Vol. 54. Burlington: Academic Press.

Estes, Z. & Jones, L. L. (2009). Integrative priming occurs rapidly and uncontrollably during lexical processing. Journal of Experimental Psychology: General, 138, 112-130.

Estes, Z. & Adelman, J. S. (2008). Automatic vigilance for negative words is categorical and general. Emotion, 8, 453-457.

Estes, Z., Verges, M., & Barsalou, L. W. (2008). Head up, foot down: Object words orient attention to the objects’ typical location. Psychological Science, 19, 93-97.