Logo Bocconi


Associate Professor
Department of Marketing

Personal page

Courses a.y. 2018/2019


Courses previous a.y.

Biographical note

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-

Faculty Fellow, Center for Research on Marketing and Services

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


Associate Editor, Cognitive Science, 2012-2015

Program Committee:

  • Cognitive Science Society, 2008-2013
  • Association for Consumer Research (ACR 2016 - Berlin)
  • Academcy of Marketing Science (AMS 2016 - Orlando)

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

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


  • American Marketing Association
  • 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, hybrid products, product attributes and choice.

Selected publications

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. (in press-a). Multisensory interaction in product choice: Grasping a product affects choice of other seen products. Journal of Consumer Psychology.

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

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.