Elena Bocchi

About

Overview

Elena Bocchi is a Doctoral Researcher in Management (Marketing) at Bayes Business School (formerly Cass), City University of London. Her research interests lie in Consumer Behaviour, Consumer Psychology, Psycholinguistics, and Consumption Decisions.

Elena completed with honors a Bachelor degree in Linguistic Sciences, with a minor in Business, and a Master’s degree in Foreign Languages, Literatures and Cultures, with a minor in Management and International Economic Relations at Università Cattolica del Sacro Cuore, Milan, Italy.

Drawing on theories in linguistics and marketing, Elena is interested in investigating how language and expression modalities impact on consumers’ perception, attitude, and evaluation of brands and products. She aims at applying psycholinguistic theory to the study of brand names, logos, advertising, and marketing communication more broadly.

Elena also has a keen interest in materialism, hedonic and compulsive consumption (e.g., collecting behaviour). She aims at using social psychological and cognitive insights to better understand consumers’ judgments and consumption decisions. Methodologically Elena conducts her research through a combination of field, online, and laboratory experimental methods.

Prior to joining Bayes Business School (formerly Cass), Elena worked as Research Assistant at Bocconi University, Milan, Italy. She was in charge of the Marketing Research Pool and supported researchers in running behavioural experiments at the Bocconi Experimental Laboratory for the Social Sciences (BELSS). She also assisted in the teaching of marketing courses, among which Psychology of Marketing and Channel Marketing.

Qualifications

1. Research and Teaching Assistant, Bocconi University, Italy, Apr 2019 – Sep 2020
2. MA Foreign Languages, Literatures and Cultures, minor in Management and International Economic Relations, Università Cattolica del Sacro Cuore (UCSC), Italy, Dec 2016 – Dec 2018
3. BA Linguistic Sciences, minor in Business, Università Cattolica del Sacro Cuore (UCSC), Italy, Sep 2013 – Dec 2016

Employment

1. Doctoral Researcher in Management (Marketing), City, University London, Sep 2020 – Sep 2024
2. Teaching Assistant (Psychology of Marketing, Channel Marketing), Bocconi University, Sep 2019 – Sep 2020
3. Research Assistant, Bocconi University, Apr 2019 – Sep 2020
4. Marketing Research Pool Manager, Bocconi University, Apr 2019 – Sep 2020

Visiting appointments

1. Visiting Marketing PhD Student, London Business School, Dec 2020 – Apr 2021
2. Visiting Student, University of Graz (Austria), Sep 2017 – Feb 2018
3. Visiting Student, University of Warwick (UK), Sep 2015 – Mar 2016

Memberships of professional organisations

1. Association for Consumer Research, Sep 2020 – present

Awards

1. The Business School (formerly Cass), City University of London (2020) Doctoral Fellowship, PhD in Management (Marketing)
2. Bocconi University (2019) Full Research Grant
   18-month long Research Training and Scholarship
3. Università Cattolica del Sacro Cuore (UCSC) (2016) Merit Scholarship
   Award For the Academic Records

Languages

English (can read, write, speak, understand spoken and peer review), French (can read, write, speak, understand spoken and peer review), German (can read, write, speak, understand spoken and peer review), Italian (can read, write, speak, understand spoken and peer review) and Spanish; Castilian (can read and understand spoken).

Expertise

Primary topics

• Consumer Behaviour
• Marketing

Research

Research topics