Research Areas research areas


  • Dr. Cinthia B. Satornino is a member of the Marketing faculty at the Peter T. Paul College of Business and Economics at the University of New Hampshire.

    Cinthia earned an MBA at the University of Florida and spent more than a decade in corporate and institutional settings as a business professional and consultant before pivoting to earn her Ph.D. at Florida State University. After enjoying time on faculty at Northeastern University and the University of Connecticut, she joined the faculty at UNH, where she served as the inaugural Research Director for the UNH Sales Center.

    Cinthia's research is focused on sales management and salesperson psychology, and how social and technological systems impact sales practice. She has coauthored several publications in academic journals, including award-winning articles in the Journal of Marketing, the Journal of Personal Selling and Sales Management, and the Journal of Marketing Education. Her research has been cited in Forbes, Big Think, The Conversation, Psychology Today, and Fast Company, among other practitioner focused media outlets.

    She currently serves as an associate editor for the Journal of Business Research and is on the editorial review board of the Journal of Public Policy and Marketing. She also serves as the co-Chair for the UNH Neurodiversity Center Task Force. She is a frequent speaker and panelist at practitioner and academic conferences and served as a panelist for the Fulfilling America's Future: Latinas in the U.S., a White House summit in Washington, D.C. She was also recognized as one of the Top 40 Undergraduate Business Professors by Poets & Quants.

    Beyond her ongoing research, Cinthia continues to be an active consultant and frequently conducts management and strategic planning workshops for both private and public organizations.

    When not at her desk, you can usually find her either with a paintbrush in her hands, cheering for her favorite basketball teams, or on the walking trails with her husband and Moose the pup, an intrepid explorer and finder of all the smelly things.
  • Selected Publications

    Academic Article

    Year Title
    2023 The perks and perils of artificial intelligence use in lateral exchange marketsJournal of Business Research.  158:113580-113580. 2023
    2023 Understanding the Performance Effects of “Dark” Salesperson Traits: Machiavellianism, Narcissism, and PsychopathyJournal of Marketing.  87:298-318. 2023
    2021 Artificial intelligence: The light and the darknessJournal of Business Research.  136:229-236. 2021
    2021 Selling your network: how political skill builds social capital and enhances salesperson performanceJournal of Personal Selling and Sales Management.  41:233-249. 2021
    2020 Whom to hire and how to coach them: a longitudinal analysis of newly hired salesperson performanceJournal of Personal Selling and Sales Management.  40:78-94. 2020
    2019 Beyond personality: an emergence view of influential consumersJournal of Consumer Marketing.  37:160-169. 2019
    2019 Puritan peers or egoistic entrepreneurs? Moral decay in lateral exchange marketsJournal of Consumer Marketing.  36:366-378. 2019
    2015 Social Networks Within Sales Organizations: Their Development and Importance for Salesperson PerformanceJournal of Marketing.  79:1-16. 2015
    2014 Sales Education EfficacyJournal of Marketing Education.  36:169-181. 2014
    2013 Multiobjective blockmodeling for social network analysis.Psychometrika.  78:498-525. 2013


    Year Title
    2021 Creative Team Networks and Innovation Outcomes: The Effects of Context and Team Socio-Structural Factors in Creative Industries 2021
    2017 The Case for Adopting Blockmodeling in Human Resource Management Research: Examples in Analyzing Social Networks and HRM SystemsResearch in Personnel and Human Resources Management. 215-241. 2017
    Comprehensive Value: A Physics Based View of Sustainable Value Creation

    Conference Paper

    Year Title
    2022 Frenemy at the Gates: The Self and Peer Performance Effects of Psychopathic Network Sentinels in Sales Organizations 2022
    2022 Privacy as Privilege 2022
    2014 Cultivating Influential Consumers through Marketing Information and CommunicationsAdvances in Marketing: Transformational Marketing. 2014
    Call Me Crazy: Performance Advantages of Primary Psychopathy and Information Control in Salesperson Ego NetworksDeclined to Publish in Proceedings.
    Dynamic Motivations of Collaborative Consumption
    Reaping and Sowing: The Effects of Salesperson Networking Ability on Sales Performance Over TimeDeclined to Publish in Proceedings.
    The Bright Side of the Dark TriadDeclined to Publish in Proceedings.

    Teaching Activities

  • Marketing Taught course
  • Marketing Taught course
  • Marketing Research Taught course
  • Top/Sales Mgt in Changing Wrld Taught course
  • Top/Sales Mgt in Changing Wrld Taught course 2023
  • Marketing Taught course 2022
  • Marketing Taught course 2022
  • Topics/Sales Management Taught course 2022
  • Marketing Taught course 2021
  • Marketing Taught course 2021
  • Education And Training

  • B.Sc. Engineering./Behavioral Sciences, University of Central Florida
  • M.B.A. Marketing & Management, University of Florida
  • Ph.D. Marketing, Florida State University
  • Full Name

  • Cinthia Satornino