Aleksandra Kovacheva

Position: Assistant Professor of Marketing
Office: (518) 956-8372


Dr. Aleksandra Kovacheva is an assistant professor of marketing at the University at Albany, SUNY where she teaches classes on marketing analytics and conducts research on consumer decision making. Dr. Kovacheva's research uses field studies, lab experiments and company data to study how consumers make decisions that involve uncertainty and require taking or giving up control. One stream of research focuses on understanding consumers’ motivations and reactions to surprises and uncertain experiences. A second stream investigates the role of power and effort in group experiences. 


Dr. Kovacheva has a Ph.D. Degree in Marketing from the Katz Graduate School of Business at the University of Pittsburgh, a Master’s degree in Business Administration from the Rotterdam School of Management, Erasmus University, and a Bachelor’s degree in Economics from Sofia University. 


Prior to joining academia, she worked as a market analyst at Nielsen, a marketing manager of the National Theater of Bulgaria, and a marketing consultant in a publishing company.


PhD in Marketing, University of Pittsburgh, USA, 2017

MSc in Business Administration (Marketing), Erasmus University, Netherlands, 2011

BSc in Economics, Sofia University, Bulgaria, 2007


Research interests:

Surprise, uncertainty

Personal control, power

Attention, information processing


Selected work in progress:

Kovacheva, Aleksandra, Hristina Nikolova, and Cait Lamberton, “Unpacking the Surprise Box: How Loss of Control Decreases Men’s Preference for Surprise Offerings”


Kovacheva, Aleksandra, Cait Lamberton, and Eugenia Wu, “It’s Your Party: Investigating the Effect of Asymmetric Resource Investments on the Enjoyment of Group Consumption Experiences”


Kovacheva, Aleksandra, Hristina Nikolova, and Cait Lamberton, “Do Token Gifts Increase Sales in the Long Run? A Field Study”


Kovacheva, Aleksandra, Cait Lamberton, and Eugenia Wu, “How Effort Can Decrease the Appeal of Uncertain Promotions”


Kovacheva, Aleksandra and J. Jeffrey Inman, “Shopper Eye-Cue: Understating the In-Store Decision Process with Field Eye-Tracking Data”


Selected industry experience:

Market Analyst/Account Executive, The Nielsen Company, 2009-2010

Marketing Manager, Bulgarian National Theatre, 2007-2009

Marketing Consultant, Uconomics Publishing & Consulting, 2005-2007