Faculty & Research
Directory
Valenzuela Martínez, Ana
Professor, Department of Marketing at
Esade
URL Professor
Investigador, ESADE D3 - Institute for Data-Driven Decisions
Education
- Doctora en Ciencias Económicas y Empresariales.
Biography
Ana Valenzuela has a Part Time appointment at ESADE Business School. Her regular
appointment is as Full Professor at the Zicklin School of Business, Baruch College,
CUNY. She holds a PhD from University of Madrid, Autonoma and an MBA from Georgetown
University. She was a Research Fellow at the Haas School of Business, UC Berkeley
for three years. She has also served as a faculty member at INSEAD, Santa Clara University,
China-Europe International Business School, Hong Kong Science and Technology University,
Singapore Institute of Management, San Francisco State University, Universitat Pompeu
Fabra and Instituto de Empresa.Ana began her professional career with AC Nielsen,
serving as a marketing consultant for multi-country projects informing consumer goods
markets. In addition, she worked in marketing research for PubliEspana TV5, The Advisory
Board Company, Hello America and the International Monetary Fund IMF. She has published
widely, her articles on behavioral decision-making and cross-cultural consumer behavior
appearing in numerous leading journals, including the Journal of Consumer Research,
Journal of Consumer Psychology, Journal of Marketing, Journal of Marketing Research,
Organizational Behavior and Human Decision Processes and International Marketing Review.
She is a frequent keynote speaker on topics related with consumer psychology in technology-driven
environments and in-store strategies and was recognized by the Marketing Science Institute
in the United States as a must-read author in her field. She is a member of several
academic associations as well as marketing institutions/think tanks, such as the Advertising
Research Foundation and the American Marketing Association.
Selected publications
- Valenzuela, A. & Galli, M. A. (2024). Intimate Transportation: The Persuasive Role of Personal Narratives in Online Reviews. Journal of the Association for Consumer Research, 9 (1), pp. 83-94. DOI: https://doi.org/10.1086/727832.
- Chapman, L. M., Valenzuela, A. & Vohs, K. D. (Accepted/In press). (2024). More than just your name: Public donations drive inferences of egoistic and altruistic motives. Psychology & Marketing. DOI: https://doi.org/10.1002/mar.22015.
- Williamson, S., Lteif, L. & Valenzuela, A. (2022). Sharing is not always caring: How sharing labels encourage personal consumption as a response to the threat of others. Journal of Consumer Psychology, 32 (4), pp. 597-614.
- Valenzuela, A. (2022). The effect of anthropomorphized technology failure on the desire to connect with others. Psychology & Marketing, 39, pp. 1762-1774. DOI: https://doi.org/10.1002/mar.21700.
- Valenzuela, A. (2020). Good vibrations: Consumer responses to technologically-mediated social touch &. Journal of Consumer Research, 47 (2), pp. 256-271. DOI: https://doi.org/10.1093/jcr/ucz039.
- Palmeira, M., Lei, J. & Valenzuela, A. (2019). Impact of vertical line extensions on brand attitudes and new extensions: The roles of judgment focus, comparative set and positioning. European Journal of Marketing, 53 (2), pp. 299-319.
- Bonezzi, A., Szabo-Douat, T. & Valenzuela, A. (2018). What goes around, comes around: How beliefs in karma influence the use of word-of-mouth for self-enhancement. DOI: https://doi.org/10.1086/699567.
- Valenzuela, A. & Wongkitrungrueng, A. (2018). The cake looks yummy on the shelf up there: The interactive effect of retail shelf position and consumers' personal sense of power on indulgent choice. Journal of Retailing, 94, pp. 280-295. DOI: https://doi.org/10.1016/j.jretai.2018.07.001.
- Hildebrand, D., Demotta, Y., Sen, S. & Valenzuela, A. (2017). Consumer responses to corporate social responsibility CSR contribution type. Journal of Consumer Research, 44 (4), pp. 738-758. DOI: https://doi.org/10.1093/jcr/ucx063.
- Valenzuela, A. & Hadi, R. (2017). IMPLICATIONS OF PRODUCT ANTHROPOMORPHISM THROUGH DESIGN. The Routledge Companion to Consumer Behavior (pp. 82-96). Taylor and Francis Ltd.. DOI: https://doi.org/10.4324/9781315526935-6.
- Raghubir, P. & Valenzuela, A. (2015). Are consumers aware of top-bottom but not of left-right inferences? Implications for shelf space positions. Journal of Experimental Psychology: Applied, 21, pp. 224-241. DOI: https://doi.org/10.1037/xap0000055.
- Valenzuela, A., Darke, P. & Briley, D. (2015). Cultural identity and the antecedents of risk taking. The Psychology of the Asian Consumer (pp. 47-50). Taylor and Francis Ltd.. DOI: https://doi.org/10.4324/9781315719078.
- Hadi, R. & Valenzuela, A. (2014). A meaningful embrace: Contingent effects of embodied cues of affection. Journal of Consumer Psychology, 24 (4), pp. 520-532. DOI: https://doi.org/10.1016/j.jcps.2014.02.001.
- Valenzuela, A., Raghubir, P. & Mitakakis, C. (2013). Shelf space schemas: Myth or reality?. Journal of Business Research, 66 (7), pp. 881-888. DOI: https://doi.org/10.1016/j.jbusres.2011.12.006.
- Valenzuela, A. & Srivastava, J. (2012). Role of Information Asymmetry and Situational Salience in Reducing Intergroup Bias: The Case of Ultimatum Games. Personality and Social Psychology Bulletin, 38 (12), pp. 1671-1683. DOI: https://doi.org/10.1177/0146167212458327.
- Valenzuela, A., Mellers, B. & Strebel, J. (2010). Erratum: Pleasurable surprises: A cross-cultural study of consumer responses to unexpected incentives Journal of Consumer Research 2010 36:5 792-805. Journal of Consumer Research, 37 (1), pp. 196.
- Valenzuela, A., Mellers, B. & Strebel, J. (2010). Pleasurable surprises: A cross-cultural study of consumer responses to unexpected incentives. Journal of Consumer Research, 36 (5), pp. 792-805. DOI: https://doi.org/10.1086/605592.
- Raghubir, P. & Valenzuela, A. (2010). Male-female dynamics in groups: A field study of the weakest link. Small Group Research, 41, pp. 41-70. DOI: https://doi.org/10.1177/1046496409352509.
- Valenzuela, A., Dhar, R. & Zettelmeyer, F. (2009). Contingent response to self-customization procedures: Implications for decision satisfaction and choice. Journal of Marketing Research, 46 (6), pp. 754-763. DOI: https://doi.org/10.1509/jmkr.46.6.754.
- Valenzuela, A. & Raghubir, P. (2009). Position-based beliefs: The center-stage effect. Journal of Consumer Psychology, 19 (2), pp. 185-196. DOI: https://doi.org/10.1016/j.jcps.2009.02.011.
- Raghubir, P. & Valenzuela, A. (2007). The role of strategy in mixed-gender group interactions: A study of the television show 'the weakest link'. Sex Roles, 57, pp. 293-303. DOI: https://doi.org/10.1007/s11199-007-9263-8.
- Erdem, T., Swait, J. & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70, pp. 34-49. DOI: https://doi.org/10.1509/jmkg.2006.70.1.34.
- Raghubir, P. & Valenzuela, A. (2006). Center-of-inattention: Position biases in decision-making. Organizational Behavior and Human Decision Processes, 99 (1), pp. 66-80. DOI: https://doi.org/10.1016/j.obhdp.2005.06.001.
- Shavitt, S. & Valenzuela, A. (2006). Beyond individualism/collectivism: New theoretical perspectives in culture-based research. Advances in Consumer Research, 33, pp. 470.
- Mitchell, A. & Valenzuela, A. (2005). How banner ads affect brand choice without click-through. Online Consumer Psychology (pp. 117-133). Lawrence Erlbaum Associates. DOI: https://doi.org/10.4324/9781410612694.
- Valenzuela, A., Srivastava, J. & Lee, S. (2005). The role of cultural orientation in bargaining under incomplete information: Differences in causal attributions. Organizational Behavior and Human Decision Processes, 96 (1), pp. 72-88. DOI: https://doi.org/10.1016/j.obhdp.2004.09.001.
- Lado, N., Martínez-Ros, E. & Valenzuela, A. (2004). Identifying successful marketing strategies by export regional destination. International Marketing Review, 21, pp. 573-597. DOI: https://doi.org/10.1108/02651330410568024.
- Erdem, T., Zhao, Y. & Valenzuela, A. (2004). Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk. Journal of Marketing Research, 41 (1), pp. 86-100. DOI: https://doi.org/10.1509/jmkr.41.1.86.25087.