Portrait of Daniela Cristian

Daniela Cristian

Lecturer in Marketing

Bayes Business School , Faculty of Management

Contact

About

Overview

Dr. Daniela Cristian is an Assistant Professor (Lecturer) of Marketing at Bayes Business School. Before joining Bayes, Daniela completed her PhD in Business and Economics with a specialisation in Marketing at BI Norwegian Business School.

Daniela’s current research focuses on consumer well-being and decision-making (e.g., prosocial behavior, consumer privacy, price perception). Her work has been published in leading international journals including the International Journal of Research in Marketing and Social Science and Medicine. She is currently co-chairing the Consumer Behavior track of the European Marketing Academy Conference. Daniela has received a graduate travel award from the Association of Consumer Research and has been a Fellow at the AMA-Sheth Foundation Doctoral Consortium as well as the Max Planck Institute for the Summer Institute on Bounded Rationality. 

Daniela is a Fellow of the Higher Education Academy and has previously taught a variety of courses, including Brand Management, Marketing Strategy, and Pricing Strategies. At Bayes, Daniela has been teaching "Marketing and Machine Learning for Healthcare" in the Executive Master's in Medical Leadership, "Principles of Marketing" and "Strategic Marketing" in the Modular Executive MBA program, "Strategic Marketing in Action: Exploring Location Brands",  and "Marketing Strategy" in the MSc Marketing Strategy and Consumer Insights program.

Qualifications

  • MarkStrat Certified Instructor, StratX Simulations
  • PhD, BI Norwegian Business School, Norway

Employment

  • Assistant Professor, Bayes Business School (formerly Cass), United Kingdom, September 2018 - present

Administrative roles

  • Director of the Subject Pool, Bayes Business School, January 2025 - present
  • Consumer Behavior Track Co-Chair, European Marketing Academy, August 2023 - present

Fellowships

  • Fellow (FHEA), Higher Education Academy

Memberships of professional organisations

  • Society for Consumer Psychology, 2018 - present
  • Society for Judgment and Decision Making, 2017 - present
  • European Marketing Academy, 2016 - present
  • Association for Consumer Research, 2015 - present

Expertise

Primary topics

  • Marketing
  • Consumer Behaviour
  • Marketing Management
  • Digital Marketing

Geographic Areas

  • Americas - North
  • Europe - Western

Research students

Kees Smeets

Role: 2nd Supervisor

Yuri Lee

Role: 2nd Supervisor

Publications

Conference papers and proceedings (4)

  1. Acar-Burkay, S. and Cristian, D. Let It Go: the Effect of Stress on Anonymous Self-Disclosure. Association for Consumer Research Atlanta, GA.
  2. Cristian, D., Fennis, B. and Warlop, L. In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior. Society for Consumer Psychology Savannah, GA.
  3. Cristian, D., Fennis, B. and Warlop, L. In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior. Association for Consumer Research Dallas, TX, USA.
  4. Cristian, D., Fennis, B. and Warlop, L. In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior. Association for Consumer Research - European Conference Ghent, Belgium.

Journal articles (4)

  1. Cristian, D.C., Fennis, B., Mukhopadhyay, A. and Warlop, L. (2025). Intentional hedonic consumption motivates prosocial behavior. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2025.07.002

    [publisher’s website]

  2. Acar-Burkay, S. and Cristian, D.-.C. (2022). Cognitive underpinnings of COVID-19 vaccine hesitancy. Social Science & Medicine, 301, pp. 114911-114911. doi:10.1016/j.socscimed.2022.114911

    [publisher’s website]

  3. Cristian, D., Fennis, B. and Warlop, L. (2018). In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior. European Advances in Consumer Research pp. 109-111
  4. Cristian, D., Fennis, B. and Warlop, L. (2018). Hedonic Consumption Fosters Prosocial Behavior. Advances in Consumer Research, 46, pp. 519-521

Professional activities

Editorial activity (7)

  1. La Londe Conference in Marketing Communications and Consumer Behavior, Reviewer.
  2. Society for Consumer Psychology, Reviewer.
  3. Association for Consumer Research, Reviewer.
  4. European Marketing Academy, Reviewer.
  5. Association for Consumer Research - European Conference, Reviewer.
  6. Journal of Consumer Research, Trainee Reviewer.
  7. ACR-Sheth Foundation Dissertation Award, Reviewer.

Events/conferences (17)

  1. European Marketing Academy. (Conference) Corvinus University, Budapest, Hungary (2022). Invited speaker.
    Paper: Cognitive underpinnings of COVID-19 vaccine hesitancy
    Author: Sinem Acar-Burkay
    Co-authors: Daniela-Carmen Cristian
  2. Association for Consumer Research. (Conference) Atlanta, GA (2019).
    Paper: Let It Go: the Effect of Stress on Anonymous Self-Disclosure
    Author: Sinem Acar-Burkay
    Co-authors: Daniela Carmen Cristian
  3. Society for Consumer Psychology. (Conference) Savannah, GA (2019). Session/Day Chair
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  4. INFORMS Society for Marketing Science. (Conference) Rome, Italy (2019).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  5. European Marketing Academy. (Conference) Hamburg, Germany (2019).
    Paper: Carpe Diem! Hedonic Experiences Facilitate the Disregard of Sunk Costs
    Author: Cristian, D.
    Co-authors: Fennis, B; Warlop, L.
  6. Association for Consumer Research. (Conference) Dallas, TX (2018).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B; Warlop, L.
  7. Association for Consumer Research - European Conference. (Conference) Ghent, Belgium (2018). Session/Day Chair
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  8. European Marketing Academy. (Conference) Glasgow, Scotland (2018).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  9. Association for Consumer Research - European Conference. (Conference) Ghent, Belgium (2018).
    Paper: Carpe Diem! Hedonic Experiences Facilitate the Disregard of Sunk Costs
    Author: Cristian, D.
    Co-authors: Fennis, B; Warlop, L.
  10. Association for Consumer Research. (Conference) San Diego, CA (2017).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  11. European Marketing Academy. (Conference) Groningen, the Netherlands (2017).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  12. Society for Judgment and Decision Making. (Conference) Vancouver, Canada (2017).
    Paper: Carpe Diem! Hedonic Experiences Facilitate the Disregard of Sunk Costs
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  13. European Marketing Academy. (Conference) Groningen, the Netherlands (2017).
    Paper: Carpe Diem! Hedonic Experiences Facilitate the Disregard of Sunk Costs
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  14. Association for Consumer Research. (Conference) San Diego, CA (2017).
    Paper: Carpe Diem! Hedonic Experiences Facilitate the Disregard of Sunk Costs
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  15. Max Planck Summer Institute on Bounded Rationality. (Conference) Berlin, Germany (2016).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  16. SIM Doctoral Colloquium of the Italian Marketing Association. Pisa, Italy (2016).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.
  17. European Marketing Academy. (Conference) Oslo, Norway (2016).
    Paper: In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior
    Author: Cristian, D.
    Co-authors: Fennis, B.; Warlop, L.