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Dante Pirouz

Assistant Professor, Marketing

Education

  • PhD, University of California, Irvine
  • MBA, Wharton School
  • MA, University of Pennsylvania
  • BA, University of California, Los Angeles

Contact Information

Profile

Dante M. Pirouz is an Assistant Professor of Marketing at the Richard Ivey School of Business. In 2010, Professor Pirouz earned her Ph.D. from the Paul Merage School of Business at the University of California, Irvine. Previously she received a B.A. from the University of California, Los Angeles, an M.A. from the University of Pennsylvania, and an M.B.A. from the Wharton School of Business.

Professor Pirouz is interested in the "dark side" of risky consumer behavior. She uses both neuroscience and cognitive science tools and theories to examine this important research area. Her dissertation, "The Dark Side of Product Attachment: Reactivity of Non-users and Users to Addictive Product Advertising," looks at the effect of advertising on cigarette smokers and non-smokers using brain images generated by functional magnetic resonance imaging (fMRI).

Dante was awarded the University of California Tobacco-Related Disease Research Program Dissertation Award and a research grant from the General Clinical Research Center, College of Medicine, University of California, Irvine, with funds provided by the National Center for Research Resources, 5M01RR 00827-29, U.S. Public Health Service. She also won the 2009 Society of Consumer Psychology and the 2010 Marketing Institute Alden G. Clayton Dissertation Proposal Award. She was most recently awarded the University of California, Irvine Social Impact Award for her research.

Dante also has over 10 years of corporate experience working internationally for firms in advertising, marketing and new business development.

Teaching

  • Marketing
  • Global Business

Selected Publications

  • Pechmann, Cornelia (Connie), Elizabeth Moore, Alan Andreasen, Paul M. Connell, Daniel Freeman, Meryl Gardner, Deborah Heisley, Craig Lefebvre, Dante M. Pirouz and Robin Soster (2011), "Learning about At Risk Consumers: Research Challenges and Opportunities," Journal of Public Policy and Marketing.
  • Litt, Ab, Dante M. Pirouz, and Baba Shiv (2011), "Addiction, Neuroscience and Marketing," in Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers, ed. David Mick and Cornelia (Connie) Pechmann, London, UK: Taylor & Francis.
  • Pirouz, Dante M. (2010), "Neuroeconomics," in 21st Century Economics: A Reference Handbook, ed. Rhona Free, Thousand Oaks, CA: Sage Publications.
  • Pirouz, Dante M. (2009), "Book Review of Neuroeconomics: A Guide to the New Science of Decision Making by Peter Politser," Journal of Neuroscience, Psychology and Economics.
  • Pirouz, Dante M. (2008), "Behavioral Economics," in Encyclopedia of Social Psychology, Vol. 1, ed. R. F. Baumeister and Kathleen D. Vohs, Thousand Oaks, CA: Sage Publications, 105-8.

Research/Course Development

  • Addictive consumption
  • The effects of advertising on risky behavior
  • The neuroscience of consumer decision making

Experience

  • R35 Consulting, Los Angeles, CA, Principal/CFO
  • DIRECTV International, Los Angeles, CA, New Business Development Manager - Asia
  • Young & Rubicam Advertising, New York, NY, Senior Account Executive, International Accounts
  • BMW, AG, Munich, Germany, International Marketing Manager
  • Office of the Vice Chancellor, University of California, Los Angeles, Non-profit Department Manager

Expertise

  • Decision Neuroscience
  • Addictive Consumption
  • Advertising
  • Social Marketing
 

Research Links

 

Faculty Focus

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