Aleksandra Kovacheva

University at Albany, SUNY

Aleksandra Kovacheva is an Assistant Professor of Marketing at the University at Albany, SUNY. Her research examines consumer decision-making, using field studies, lab experiments, and company data. Broadly, Aleksandra examines the role of personal control in consumer behavior. One stream of her research focuses on understanding consumers’ responses to uncertain tactics (such as mystery products or teaser ads). A second stream investigates the role of control in group experiences. Her work has been published in premier marketing journals such as the Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, and Marketing Letters.

Aleksandra has a Ph.D. Degree from the University of Pittsburgh and an MBA from the Rotterdam School of Management, Erasmus University.

Before joining academia, she worked as a market analyst at Nielsen.