Professor Memmi is a behavioral scientist whose research focuses on consumer goal pursuit, motivation, and resources (e.g., time, money, energy). Specifically, she explores how resources influence goal setting and pursuit and, in turn, how goals shape resource use. She is also interested in consumption habits and well-being. Her work has appeared in journals including Journal of Consumer Research; Journal of Personality and Social Psychology; and Organizational Behavior and Human Decision Processes. 

Professor Memmi teaches marketing in the Integrated Core (B.S. Commerce) and brand strategy and management (M.S. Commerce). She came to McIntire in 2023 from the University of Louisville College of Business, where she taught courses in marketing, strategic communications, and the equine industry. Before earning her Ph.D., she had a career in marketing communications, including leadership roles at Dartmouth.