Rosellina Ferraro

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Professor Ferraro received her Ph.D. in Marketing from the Fuqua School of Business at Duke University in 2005. Her research focuses on consumer behavior, and specifically, the effects of nonconscious social influence on choice and preference and the effects of external threats on consumption behavior. Her work has been published in the Journal of Consumer Research and Journal of Marketing. She has presented research papers at the Association of Consumer Research and the Society for Consumer Psychology conferences. She teaches consumer behavior in the undergraduate and MBA programs and information processing in the PhD program. Professor Ferraro serves as the Associate Chair of the Marketing Department.

Why Starbucks Is Dipping into Ice Cream

Has Starbucks figured out a way to entice its devoted morning-coffee crowd to come back later in the day? The Seattle-based chain is rolling out a line of ice cream coffee treats — called affogatos — at 100 stores across the country, betting that a more decadent coffee treat will inspire an afternoon or evening splurge. The treats — classically, ice cream topped with a shot or two of espresso — are the latest menu extension for the Seattle-based coffee giant, and show how Starbucks is using analytics data and its upscale Starbucks Roastery in Seattle to test out potential new offerings before rolling them out en masse. Read more...

Fearless Idea 11: Learn to Share

The car you rented as part of your auto-share club reeked of cigarette smoke and a cross-country roadtrip worth of crumbs littered the seats and floor. It made you wonder: Why are some vehicles in the car-sharing club kept meticulously tidy while others arrive icky? As the sharing economy grows, with prominent players such as Zipcar, Airbnb, Uber and Rent the Runway, heads of companies are wondering the same thing. Smith School professor Rosellina Ferraro seeks the answers in new research. Read more...

Could This Be the Key To a Better Sharing Economy?

The car you rented as part of your auto-share club reeked of cigarette smoke and a cross-country roadtrip worth of crumbs littered the seats and floor. There was a slight and mysterious stickiness on the gear shift. It made you wonder: Why are some of the vehicles in the car-sharing club kept meticulously tidy while others arrive icky? As the sharing economy grows, heads of companies are wondering the same thing. And they're wondering how they can encourage their customers to be better custodians of the goods they share. In new research, Smith School associate professor Rosellina Ferraro seeks to answer those questions. The study, which focuses on car-sharing, asks: Is customer misbehavior contagious, and what can companies do to encourage customers to be their better selves? Read more...

Smith Business Close-Up: Curbing Unplanned Purchases

Making your list and checking it twice could help you avoid picking up the extra unplanned purchases this year and curb your spending while shopping.

In this edition of Smith Business Close-Up with the University of Maryland’s Robert H. Smith School of Business, Rosellina Ferraro talks about her new research that offers easy tips that can help consumers cut back on unplanned purchases.

Featured Researchers

Gilvan Souza, associate professor of operations management, received his PhD from University of North Carolina, Chapel Hill. His primary research areas are in technology management and supply chain management, including production planning, remanufacturing, reverse logistics, and closed–loop supply chain design.

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