Ana Valenzuela
Professor
Zicklin School of Business
Department: Allen Aaronson Dept of Mkt/IB
Areas of expertise:
Email Address: ana.valenzuela@baruch.cuny.edu
- Biography
- Teaching
- Research and Creative Activity
- Grants
- Honors and Awards
- Service
Education
Postdoctoral Studies, Marketing, University of California, Berkeley
Ph.D., Marketing, University of Madrid, Autonoma
M.B.A., International Business, Georgetown University
B.A., Economics, University of Madrid, Autonoma
| Semester | Course Prefix | Course Number | Course Name |
|---|---|---|---|
| Fall 2024 | BUS | 90000 | Dissertation Supervision |
| Spring 2024 | BUS | 89500 | Independent Study |
| Spring 2024 | DCT | 90151 | Internship I |
| Fall 2023 | BUS | 88500 | Research Methods I |
| Fall 2023 | DCT | 90101 | Rsrch Design & Methodology |
| Fall 2023 | BUS | 89500 | Independent Study |
| Fall 2023 | BUS | 90000 | Dissertation Supervision |
| Fall 2023 | MKT | 88800 | Selected Topics in Marketing |
| Fall 2023 | DCT | 90302 | Dissertation Research - Propos |
| Spring 2023 | DCT | 90312 | Dissertation Research - Final |
| Spring 2023 | BUS | 90000 | Dissertation Supervision |
| Fall 2022 | BUS | 90000 | Dissertation Supervision |
| Fall 2022 | DCT | 90201 | Understnding the Consumer Jrny |
| Fall 2022 | DCT | 90201 | Understnding the Consumer Jrny |
| Fall 2022 | MKT | 9703 | Marketing Management |
| Summer 2022 | DCT | 90120 | Position Paper Research |
| Spring 2022 | BUS | 90000 | Dissertation Supervision |
| Fall 2021 | MKT | 9703 | Marketing Management |
| Fall 2021 | MKT | 9703 | Marketing Management |
| Fall 2021 | BUS | 90000 | Dissertation Supervision |
| Spring 2021 | BUS | 90000 | Dissertation Supervision |
| Spring 2021 | DCT | 90311 | Dissertation Research - Final |
| Fall 2020 | MKT | 88000 | Sem Current Marketing Problems |
| Fall 2020 | BUS | 90000 | Dissertation Supervision |
| Fall 2020 | MKT | 9703 | Marketing Management |
| Fall 2020 | MKT | 9703 | Marketing Management |
| Fall 2020 | MKT | 9703 | Marketing Management |
| Fall 2020 | DCT | 90301 | Dissertation Research - Propos |
| Summer 2020 | DCT | 90220 | Position Paper Defense |
| Spring 2020 | BUS | 90000 | Dissertation Supervision |
| Fall 2019 | MKT | 88800 | Selected Topics in Marketing |
| Fall 2019 | BUS | 89500 | Independent Study |
| Fall 2019 | MKT | 9703 | Marketing Management |
| Fall 2019 | DCT | 90201 | Understnding the Consumer Jrny |
| Summer 2019 | DBA | 90120 | Position Paper Research |
| Spring 2019 | MKT | 88000 | Sem Current Marketing Problems |
| Spring 2019 | BUS | 89500 | Independent Study |
| Fall 2018 | MKT | 9703 | Marketing Management |
| Fall 2018 | MKT | 9703 | Marketing Management |
| Fall 2018 | BUS | 89500 | Independent Study |
| Spring 2017 | BUS | 90000 | Dissertation Supervision |
| Fall 2016 | MKT | 9703 | Marketing Management |
| Fall 2016 | MKT | 9703 | Marketing Management |
| Fall 2016 | BUS | 90000 | Dissertation Supervision |
| Fall 2016 | BUS | 89500 | Independent Study |
| Fall 2016 | MKT | 9703 | Marketing Management |
| Spring 2016 | BUS | 90000 | Dissertation Supervision |
| Spring 2016 | MKT | 9737 | Marketing Analytics |
| Fall 2015 | BUS | 90000 | Dissertation Supervision |
| Fall 2015 | MKT | 88800 | Cultural & Individual Differe |
| Fall 2015 | MKT | 9703 | Marketing Management |
| Fall 2015 | MKT | 9703 | Marketing Management |
| Spring 2015 | BUS | 90000 | Dissertation Supervision |
| Spring 2015 | MKT | 9737 | Marketing Analytics |
| Fall 2014 | BUS | 90000 | Dissertation Supervision |
| Fall 2014 | MKT | 9703 | Marketing Management |
| Fall 2014 | MKT | 9703 | Marketing Management |
| Spring 2014 | MKT | 88000 | Culture/Individual Differences |
| Spring 2014 | BUS | 90000 | Dissertation Supervision |
| Fall 2013 | MKT | 9766 | Intl Marketing Management |
| Fall 2013 | MKT | 9703 | Marketing Management |
| Fall 2013 | MKT | 9703 | Marketing Management |
| Fall 2012 | MKT | 9766 | Intl Marketing Management |
| Fall 2011 | MKT | 9703 | Marketing Management |
| Fall 2011 | MKT | 9766 | Intl Marketing Management |
| Fall 2010 | MKT | 9703 | Marketing Management |
| Fall 2010 | MKT | 9766 | Intl Marketing Management |
| Fall 2010 | MKT | 9703 | Marketing Management |
| Fall 2010 | MKT | 9799 | Independent Study |
| Spring 2010 | MKT | 9799 | Independent Study |
| Fall 2009 | MKT | 9703 | Marketing Management |
| Fall 2009 | MKT | 9799 | Independent Study |
| Fall 2009 | MKT | 9703 | Marketing Management |
| Fall 2009 | MKT | 9703 | Marketing Management |
| Summer 2009 | MKT | 3000 | Marketing Foundations |
| Spring 2009 | MKT | 9715 | Current Issues in Marketing |
| Fall 2008 | MKT | 9703 | Marketing Management |
| Fall 2008 | MKT | 9703 | Marketing Management |
| Fall 2008 | MKT | 9703 | Marketing Management |
| Summer 2008 | MKT | 9715 | Current Issues in Marketing |
| Spring 2008 | MKT | 9703 | Marketing Management |
| Fall 2007 | MKT | 9703 | Marketing Management |
| Fall 2007 | MKT | 9703 | Marketing Management |
| Spring 2007 | MKT | 9703 | Marketing Management |
| Spring 2007 | MKT | 9715 | Current Issues in Marketing |
| Spring 2007 | MKT | 9703 | Marketing Management |
| Spring 2007 | MKT | 9703 | Marketing Management |
| Spring 2006 | MKT | 9703 | Marketing Management |
| Spring 2006 | MKT | 9703 | Marketing Management |
| Fall 2005 | MKT | 9703 | Marketing Management |
| Fall 2005 | MKT | 9766 | Intl Marketing Management |
Journal Articles
(2023). Intimate Transportation: The Persuasive Role of Personal Narratives in Online Reviews. Journal of the Association of Consumer Research,
(2022). Sharing is not always caring: How sharing labels encourage personal consumption as a response to the threat of others. JOURNAL OF CONSUMER PSYCHOLOGY,
(2022). The effect of anthropomorphized technology failure on the desire to connect with others. PSYCHOLOGY & MARKETING, 39(9). 1762-1774.
(2020). Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback. JOURNAL OF CONSUMER RESEARCH, 47(2). 256-271.
(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). 299-319.
Hadi, R., & Valenzuela, A. (2019). Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback, Journal of Consumer Research, , ucz039, https://doi.org/10.1093/jcr/ucz039. ucz039.
(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(3). 280-295.
Valenzuela, A. (2018). Valenzuela, Ana, Bonezzi, Andrea and Szabó-Douat, Teodora (2018) “What Goes Around, Comes Around: How Beliefs in Karma Influence the Use of Word of Mouth for Self-Enhancement,” Journal of the Association for Consumer Research, 3(4), 490-502.
Valenzuela, A. (2018). Wongkitrungrueng, Apiradee, Valenzuela, Ana and Sen, Sankar (2018) “The Ice Cream 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(3), 280-295.
Demotta, Y., Hildebrand, D., Sen, S., & Valenzuela, A. (2017). Consumer Reactions to Corporate Disaster Relief: The Role of Controllability-Contribution Fit. Journal Consumer Research, forthcoming.
(2015). Are Consumers Aware of Top-Bottom but Not of Left-Right Inferences? Implications for Shelf Space Positions. JOURNAL OF EXPERIMENTAL PSYCHOLOGY-APPLIED, 21(3). 224-241.
(2014). A meaningful embrace: Contingent effects of embodied cues of affection. JOURNAL OF CONSUMER PSYCHOLOGY, 24(4). 520-532.
Valenzuela, A., & Hadi, R. (2014). Rhonda Hadi and Valenzuela, Ana (2014) “Come Closer: Anthropomorphized Products as Intimate Companions,” Journal of Consumer Psychology, 24(4), 520-532.
(2013). Shelf space schemas: Myth or reality?. JOURNAL OF BUSINESS RESEARCH, 66(7). 881-888.
(2013). Valenzuela, Ana, Raghubir, Priya and Mitakakis, Chrissy (2013) “Shelf space schemas: Myth or reality?” Journal of Business Research, 66(7), 881-888.
(2012). Role of Information Asymmetry and Situational Salience in Reducing Intergroup Bias: The Case of Ultimatum Games. PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN, 38(12). 1671-1683.
(2012). Valenzuela, Ana and Srivastava, Joydeep (2012) “Role of Information Asymmetry and Situational Salience in Reducing Intergroup Bias: The Case of Ultimatum Games,” Journal of Personality and Social Psychology Bulletin, 38(12), 1671–1683.
(2010). Dynamic Influences on Investors' Decisions. ADVANCES IN CONSUMER RESEARCH, VOL XXXVII, 37. 166-169.
(2010). Pleasurable Surprise: A Cross Cultural study of Consumer Responses to Unexpected Incentives. Journal of Consumer Research, 36(5). 792-805.
(2010). Male-Female Dynamics in Groups: A Field Study of The Weakest Link. SMALL GROUP RESEARCH, 41(1). 41-70.
(2010). Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives. JOURNAL OF CONSUMER RESEARCH, 36(5). 792-805.
(2010). "Male–Female Dynamics in Groups: A Field Study of the Television Show ‘The Weakest Link’". Small Group Research,
(2009). Contingent Response to Self-Customization Procedures: Implications for Decision Satisfaction and Choice. JOURNAL OF MARKETING RESEARCH, 46(6). 754-763.
(2009). “Position-based Beliefs: The Center-Stage Effect”. Journal of Consumer Psychology, 19(2). 185-196.
(2009). “Contingent Response to Self-Customization Procedures: Implications for Decision Satisfaction and Choice”. Journal of Marketing Research, 46(6).
(2009). Position-based beliefs: The center-stage effect. JOURNAL OF CONSUMER PSYCHOLOGY, 19(2). 185-196.
(2007). Spatial Schemas: The Value of Being Center-Stage. under review at Journal of Consumer Psychology, 50.
(2007). The Role of Strategy in Mixed-Gender Group Interactions: A Study of the Television Show 'The Weakest Link'. Sex Roles: A Journal of Research, 57(3-4). 293-303.
(2007). The role of strategy in mixed-gender group interactions: A study of the television show "The weakest link". SEX ROLES, 57(3-4). 293-303.
(2007). The Cross-cultural Differences in Delight. under 2nd round of reviews at Journal of Consumer Research, 40.
(2007). The Role of Social Identity and Information in Expectation Formation: Facilitating Exchange. under review at Journal of Applied Psychology, 43.
(2007). Game Playing in Mixed-Gender Groups: How Players Balance Individual and Group Utility. under review at Sex Roles: A Journal of Applied Psychology, 48.
(2006). The Cross-Cultural Aspects of Brands as Signals. Journal of Marketing, 41(1). 86-100.
(2006). The Effects of Customization Procedure on Consumer Preferences and Satisfaction. under 3rd round of reviews at Journal of Marketing Research, 45.
(2006). Center of Inattention: Position Biases in Decision-Making. Organizational Behavior and Human Decision Processes, 99(1). 66-80.
(2005). The Role of Cultural Orientation in Bargaining under Incomplete Information: Differences in Casual Attributions. Organizational Behavior and Human Decision Processes, 96(1). 72-88.
(2005). Global Consumption: (How) Does Culture Matter?. ADVANCES IN CONSUMER RESEARCH, VOL 32, 32. 86-89.
(2005). Export Marketing Strategies for High Performance: Evidence from Spanish Exporting Companies. Journal of Euro-Marketing, 15(1). 5-28.
(2004). Performance of Store Brands: A Cross-Country Analysis of Consumer Store Brand Preferences, Perceptions and Risk. Journal of Marketing Research, 41(1). 86-115.
(2004). Marketing Strategy as an explanatory variable of market selection: A simultaneous modeling approach. International Marketing Review, 21(6). 573-597.
Book Chapters
Valenzuela, A., & Hadi, R. (2016). Implications of Product Anthropomorphism through Design. Michael R. Solomon and Tina M. Lowrey, eds. The Routledge Companion to Consumer Behavior, London: Routledge, in press.
(2005). Customization and Consumer Choice. MSI Report.
Mitchell, A., & Valenzuela, A. (2005). The Effect of Banner Advertisements on Judgment and Choice. In Machlait, K., & Yalch, R. (Eds.), Online Consumer Psychology: Understanding and Influencing Behavior in the Virtual World Hillsdale, NJ. Lawrence Erlbaum Associates (with Andy Mitchell).
Conference Proceedings
Valenzuela, A. (2023). Digital Devices and Consumer Well-being.
Valenzuela, A. (2023). Explaining AI: Consumers' Illusionary Sense of Understanding How Algorithms Work.
Valenzuela, A., & Pitardi, V. (2022). Sex, Lies, and AI: Consumer Beliefs About the “Mental” Representations of Algorithmic Recommendations. Sex, Lies, and AI: Consumer Beliefs About the "Mental" Representations of Algorithmic Recommendations.
Presentations
Valenzuela, A., Lteif, L., & Williamson, S. (2025, October 15). To Share is Human: How Sharing Labels Encourage Personal Consumption. Association of Consumer Research Conference. Atlanta, Georgia
Valenzuela, A. (2025, October 15). Knowledge Forum “Back to the Future: A Virtual Roundtable of Senior Academics Sharing Insights from Consumer Research on Technology”. Association of Consumer Research Conference. Paris, France (Online)
Valenzuela, A., & Pitardi, V. When AI Generates Rules: Consumer Compliance and the Role of Perceptions of Justice, co-authored with Valentina Pitardi, University of Sussex. . Association of Consumer Research Conference. Seattle, Washington: University of Sussex.
Ghoshal, T., Valenzuela, A., Kopalle, P., & Singh, P. Extraordinary Beliefs, Extraordinary Behaviors: Deconstructing the Evil Eye Belief. Society for Consumer Psychology. Puerto Rico
Valenzuela, A. (2025, July 15). Following the Rules of AI: A Justice Perspective..
Valenzuela, A., Hadi, R., Sridhar, K., & Groth, O. (2025, October 15). Consumer Responses to Haptic Augmentation of Brand Storytelling. Association of Consumer Research Conference. Denver, Colorado
Valenzuela, A., Chapman, L., Luna, D., & Schanke, S. (2025, October 15). Is that chatbot lying to me? The effects of linguistic markers in chatbot interactions. Association of Consumer Research Conference. Denver, Colorado
Valenzuela, A. Device-dependencies: How SmartPhone Use Affect ConsumerBeliefs and Choices. Association for Consumer Research Conference. Seattle, Washington (Remote)
Valenzuela, A., & Hildebrand, C. We Can Feel the Presence: Persuasion Dynamics of Technology-Mediated Social Presence in Consumer-Firm Interactions. Association for Consumer Research Conference. Atlanta, Georgia
Valenzuela, A. Talk to “Her”: On How the Nature of the Communication With Voice-ActivatedDevices Determines Judgement and Choice. Association for Consumer Research Conference. Atlanta, Georgia
Hildebrand, D., Demotta, Y., Sen, S., & Valenzuela, A. (2012, February 28). Corporate Donations to Victims of Disasters: When Contributions Make Sense. Society for Consumer Psychology. Las Vegas, NV
Hildebrand, D., Demotta, Y., Sen, S., & Valenzuela, A. (2011, October 31). Maximizing the Effectiveness of Disaster Relief Contribution: The Idea of Fit to Control. Association for Consumer Research. St. Louis, MO
Valenzuela, A., & Raghubir, P. (2009, January 31). Are Top-Bottom Inferences Conscious and Left-Right Inferences Automatic? Implications for Shelf Space Positions. Hyderabad, India: Association of Consumer Research.
Valenzuela, A., & Srivastava, J. (2009, January 31). Role of Social Identity and Information Asymmetry in Bargaining: Exploring Boundaries of Out-group Derogation. Hyderabad, India: Association of Consumer Research.
Valenzuela, A., Erdem, T., & Swait, J. (2009, April 30). Brands as Signals: A Cross-Country Validation Study. : University of Madrid, Autonoma.
Valenzuela, A., Dhar, R., & Zettelmeyer, F. (2009, October 31). Contingent Consumer Response to Self-Customization Procedures: Implications for Decision satisfaction and Choices. Portland, OR: Association of Consumer Research.
Valenzuela, A., Gould, S., Kachersky, L., & Holowczak, R. (2009, October 31). The Behavioral Dimensions of Trading: Proximal and Distal Influences on Performance. Portland, OR: Association of Consumer Research.
Valenzuela, A., & Raghubir, P. (2009, June 30). Are Top-Bottom Inferences Conscious and Left-Right Inferences Automatic? Implications for Shelf Space Positions. : HEC Paris and INSEAD Fontainebleau.
Valenzuela, A., & Srivastava, J. (2008, February 28). Role of Social Identity and Information Asymmetry in Bargaining: Exploring Boundaries of Out-group Derogation. New Orleans, LA: Society of Consumer Psychology.
Valenzuela, A., Mellers, B., & Strebel, J. (2008, April 30). The Pleasure of the Unexpected: Cross-Country differences in Consumer responses to Surprising Incentives. : INSEAD Fontainebleau.
Valenzuela, A., Erdem, T., & Swait, J. (2008, October 31). Cross-Cultural Study of the Antecedents of Brand Credibility. San Francisco, CA: Association of Consumer Research.
Valenzuela, A., & Raghubir, P. (2008, October 31). Center of Orientation: Effects of Vertical and Horizontal Shelf Space Product Position. San Francisco, CA: Association of Consumer Research.
Valenzuela, A., & Raghubir, P. (2007, June 30). Center of Orientation: Effects of Vertical and Horizantal Shelf Space Product Position. Hong Kong Science and Technology University
Valenzuela, A., Mellers, B., & Strebel, J. (2007, July 31). The Cross-cultural Difference in Delight. Milan, Italy: Association of Consumer Research.
Valenzuela, A., Mellers, B., & Strebel, J. (2007, January 31). The Cross-cultural Differences in Delight. Chinese University of Hong Kong
Valenzuela, A., Erdem, T., & Swait, J. (2006, March 31). Brands as Signals: A Cross-Country Validation Study. : Colgate Palmolive.
Valenzuela, A. (2006, July 31). Superstition and Marketing: Some Cross-Cultural Insights. : Euro RSCG Advertising Agency.
Valenzuela, A., Darke, P., & Briley, D. A. (2006, October 31). Cultural Identity and the Antecedents of Risky Decision-Making: Am I good or lucky?. Orlando, Florida: Association of Consumer Research.
Valenzuela, A., & Raghubir, P. (2006, July 31). Spatial Positioning: The Value of Being Center-Stage. London Business School
Valenzuela, A., Darke, P., & Briley, D. A. (2005, October 31). The Effects of Luck and Self-esteem: Cultural Differences in Risky Decision-making. San Antonio, Texas: Association of Consumer Research.
Valenzuela, A., Srivastava, J., & Lee, S. (2004, October 31). The Role of Cultural Orientation in Bargaining under Incomplete Information: Differences in Casual Attributions. Singapore Management University
Valenzuela, A., & Raghubir, P. (2004, February 28). Spatial Positioning: The Value of Center-Stage. San Francisco, CA: Society of Consumer Psychology.
Valenzuela, A., Strebel, J., & Mellers, B. (2004, February 28). Is better than expected good for everyone? The effect of mode of reasoning in consumer delight. Hong Kong Science and Technology University
Valenzuela, A., Srivastava, J., & Lee, S. (2004, May 31). The Role of Cultural Orientation in Bargaining under Incomplete Information: Differences in Causal Attributions. Association of Consumer Research Asia Conference. Seoul, Korea
Valenzuela, A., Srivastava, J., & Lee, S. (2004, October 31). The Good, the Bad and the Cheap: The Impact of Cultural Orientation on Inferred Motives behind Bargaining Offers. Portland, Oregon: Association of Consumer Research.
Valenzuela, A., Erdem, T., & Swait, J. (2004, October 31). Brands as Global Signals: a Cross-country Study. Portland, Oregon: Association of Consumer Research.
Valenzuela, A., & Raghubir, P. (2004, October 31). Spatial Positioning: The Value of Center-Stage. Portland, Oregon: Association of Consumer Research.
Valenzuela, A., Dhar, R., & Zettlemeyer, F. (2003, October 31). The effects of Customization Procedure on Consumer Preferences and Satisfaction. Toronto, Canada: Association of Consumer Research.
Valenzuela, A., Lee, S., & Ho, F. (2003, June 30). Who Can you Trust? Cross-cultural Differences in Casual Attribution in Negotiations. Academy of Marketing Science World Conference. Perth, Australia
Valenzuela, A., & Raghubir, P. (2002, February 28). The Weakest Link in Perception of Performance: Gender Effects in Voting Behavior. Austin, Texas: Society of Consumer Psychology.
Valenzuela, A., & Srivastava, J. (2002, October 31). Fairness Perceptions in Bargaining with One-sided Incomplete Information. Atlanta, Georgia: Association of Consumer Research.
Valenzuela, A., & Mitchell, A. (2002, March 31). The Effect of Banner Advertisements on Judgment and Choice. Haas School of Business, UC Berkeley
Valenzuela, A., & Srivastava, J. (2001, July 31). Fairness Perceptions in Bargaining with One-sided Incomplete Information. Marketing Science Conference. Edmonton, Canada
Valenzuela, A., Erdem, T., & Zhao, Y. (2001, July 31). Performance of Store Brands: A Cross-country Analysis of Consumer Store Brand Preferences, Perceptions and Risk. Marketing Science Conference. Germany
Valenzuela, A., & Michell, A. (2001, October 31). The Effect of Banner Advertisements on Judgment and Choice. Association of Consumer Research Conference. Austin, Texas
Valenzuela, A., Lado, N., & Figueras, E. (2001, December 31). Marketing Strategy as an Explanatory Variable of Market Selection: A Simultaneous Modeling Approach. Second International Conference of Iberoamerican Academy of Management. Mexico City
Valenzuela, A., & Gomez, M. (1999, July 31). Theoretical Comparison of Resource-based Models of Internationalization. Brazil: AEDEM VI International Congress.
Valenzuela, A., & Chapman, L. When Cash is no longer King: On the Unintended Consequencesof Digital Financial Platforms. Association for Consumer Research Conference. Seattle, Washington (Remote)
Valenzuela, A. . Other presentations include those made at: Institute for Trade and Commerce, University Charles III, Research Center Charles V, DIEC, AECOC, Spanish Institute for Exporting, Instituto de Empresa, Spanish Ministry of Economy and CESMA.
Other Scholarly Works
Valenzuela, A., & Raghubir, P. (2007). Center of Orientation: Effect of Vertical and Horizontal Shelf Space Product Position.
Valenzuela, A. (2000). "Defining a Capability Based Model of Company Internationalization". 5(1), 91-109.
Valenzuela, A., & Gomez, M. (2000). "Organizational Capabilities in International Markets: A cross-functional study". 2(3), 49-59.
Gomez, M., & Valenzuela, A. (1997). "Marketing-Mix Strategic Components of Successful Service Companies". 97(3), 173-195.
Research Currently in Progess
Valenzuela, A., & Stephen, (n.d.). A Behavioral Finance Study of Real-time Simulated Stock Market Trading. In Progress.
Gould, S., Valenzuela, A., Kachersky, L., & Holowczak, R.(n.d.). behavioral decision making and consumer investing. In Progress.
Valenzuela, A.(n.d.). Buying the Right Thing: Self-regulatory Focus as a Determinant of Brand Choice. In Progress.
Valenzuela, A., Peter, , & Donnel, A.(n.d.). Cultural Identity and the Antecedents of Risky Decision-Making: Am I good or lucky?. In Progress.
Chapman, L.(n.d.). Just between You and Me: Private Transactions Signal Moral Traits and Enhance Others’ Willingness to Cooperate. In Progress.
Online platforms give consumers the ability to transfer resources, including money, to one another in either a private or public manner. Thus, one consumer’s decision regarding the privacy of an interaction may have the ability to expose the personal information of a fellow consumer. Consumers make such decisions commonly, yet the implications of influencing another consumer’s privacy are not well understood. Building on past research which established that consumers want to have control over their own private information, this work identifies downstream social benefits (namely, enhanced cooperation) of maintaining a fellow consumer’s privacy. The enhanced willingness to cooperate is due to the perception that consumers who preserve others’ privacy have relatively stronger moral traits. What is more, consumers use privacy behaviors to signal their own moral traits and encourage others to cooperate. This effect is tested in the context of peer-to-peer transactions, which are common yet can be considered private. Six experimental studies, conducted in both Spain and the United States, support these propositions.
Li, M.(n.d.). The Higher, The Better: The Effect of Voice Assistant’s Pitch on Recommendation Acceptance and Purchase Intentions. In Progress.
Voice shopping, referring to shopping from online retailers by giving commands to voice assistants, has gained popularity among consumers despite its short life span to date. This new shopping method is expected to grow to a $40 billion market by 2022. Although the literature has looked at the use of paralanguage for persuasion, voice shopping is a unique context where the voice is the only cue apart from the content of the recommendation and the voice is mediated by technology. In this research, we focus on voice pitch because communicators modulate pitch when trying to persuade. We find that a high-pitched voice assistant will be perceived as more extroverted and more socially present than a low-pitched voice assistant, which increases recommendation acceptance and purchase intention. Furthermore, the high pitch is superior particularly in experiential contexts of recommendations, which calls upon emotion-driven reasons to buy the product instead of purely informative of its function. Perceptions from a high-pitched voice like excitement, openness, and presence can facilitate the enjoyment of the experience. Those perceptions also add credibility to the source since only salient individuals may enjoy to the max. Our findings provide theoretical and practical insights into the psychology and marketing of voice shopping. We also contribute to the wider research on an important context of mediated communications in which the only cue available is the voice.
Galli, M., & Hosseini, R.(n.d.). The Persuasive Power of Narrative-Induced Online Social Presence. In Progress.
Online reviews discussing consumers’ product experiences are a major driver of other consumers’ purchase decisions. Thus, managing reviews effectively has become crucial for many companies. In this paper, we propose that, through a review’s narrative style, one can increase the reader’s perception of “social presence,” that is, their feeling of being “as if” in the company of the reviewer. Thus, increasing the reader’s sense of social presence will lead them to engage in an imaginary social interaction with the reviewer that elevates their attitude towards them, consequently increasing recommendation acceptance. Together, our five studies show that higher perceived social presence induced via the review’s narrative style improves attitudes toward the reviewer because of the enhanced visualization of what could have been a face-to-face interaction. Further, social presence elicited in this manner significantly enhances the persuasiveness of the review even when the recommended item is a non-favored one, as long as it is a non-embarrassing product. The effect does not hold for embarrassing products that make an imagined interaction with the reviewer non-desirable. This work provides actionable insights for brands, social media managers, and recommendation platforms.
Ghoshal, T., Valenzuela, A., & Kopalle, P.(n.d.). “Chashme Buddoor” (Far be the Evil Eye)! Investigating Downstream Effects of the Fear of Envy of Others. In Progress.
Investigating fear of envy as the psychological process of the widespread belief in the evil eye. Presented at the Baruch Marketing Brown Bag series in Fall 2020. Target: Submit to Journal of Consumer Psychology by October 2021.
Zhang, Y., Fajardo Nunes Hildebrand, D., & Valenzuela, A.(n.d.). Culture and acceptance of AI recommendation. In Progress.
| Title | Funding Agency Sponsor | Start Date | End Date | Awarded Date | Total Funding | Status |
|---|---|---|---|---|---|---|
| The Persuasive Power of Online Social Presence | PSC CUNY 52 | 07/01/2021 | 06/30/2023 | 04/15/2021 | 3500 | Completed |
| A Tactile Toolbox: Documenting Consumer Responses to Haptic Feedback in Advertising | PSC-CUNY 50 | 07/01/2019 | 12/31/2022 | 04/15/2019 | 3495.05 | Completed |
| Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback | PSC-CUNY 48 | 07/01/2017 | 06/30/2018 | 04/14/2017 | 3500 | Completed |
| Looking up or looking down makes you indulge more: The fit between store shelf cues and consumer dispositional power | PSC-CUNY 46 | 07/01/2015 | 06/30/2016 | 04/17/2015 | 3500 | Completed |
| He Who Brags Will Not Endure: Cultural Differences in Social Transmission of Information | PSC-CUNY 44 | 07/01/2013 | 06/30/2014 | 04/15/2013 | 3463.56 | Completed |
| When hugs mean human | PSC-CUNY 43 | 07/01/2012 | 06/30/2013 | 04/17/2012 | 3500 | Completed |
| Shelf Space Schemas: Myth or Reality? | PSC-CUNY 41 | 07/01/2010 | 06/30/2011 | 5953.71 | Completed | |
| Center of Orientation | Eugene Lang Fellowship | 06/01/2009 | 06/30/2010 | 5357 | Completed | |
| CROSS CULTURAL STUDY OF THE ANTECEDENTS | PSC-CUNY 40 | 07/01/2009 | 06/30/2010 | 3200 | Completed | |
| Center of Orientation: Effects of Vertical and Horizontal Shelf Space Product Position | PSC-CUNY 39 | 07/01/2008 | 12/31/2009 | 4000 | Completed | |
| CROSS-CULTURAL DIFFERENCES IN DELIGHT: THE EFFECT OF SURPRISING EVENTS ON CONSUMERS’ EMOTIONAL REACT | PSC-CUNY 38 | 07/01/2007 | 06/30/2008 | 4400 | Completed | |
| Following rules with AI | 04/01/2022 | 03/31/2024 | 0 | Funded - In Progress | ||
| Just between you and me: Transacting privately signals moral traits and enhances others’ willingness to cooperate | PSC CUNY 53 | 07/01/2022 | 12/31/2023 | 04/15/2022 | 3500 | Funded - In Progress |
| Honor / Award | Organization Sponsor | Date Received | Description |
|---|---|---|---|
| Best Reviewer Award | Journal of Consumer Psychology | 2021 | Best Reviewer in a Top Journal |
| Faculty Fellowship Publications Program | CUNY | 2007 | |
| Advertising Educational Foundation Fellowship, New York | 2006 | ||
| Outstanding Teaching Award | San Francisco University | 2001 | |
| Dissertation awarded Summa Cum Laude by Unanimity | Universidad of Madrid, Autonoma, Spain | 1998 | |
| Price Waterhouse Prize for Academic Excellence | Price Waterhouse, Spain | 1993 | |
| National Merit Prize for Academic Excellence (Ranked 1st in the All Spain Business Examinations) | Spanish Ministry of Education, Spain | 1993 | |
| Fundacion Ramon Areces | Spain, 1993-1995 | ||
| Club 6, Haas School of Business, U.C. Berkeley (Teaching honor): January 2000-September 2001 | |||
| Full-tuition Merit Scholarship for postgraduate studies at Georgetown University |
College
| Committee Name | Position Role | Start Date | End Date |
|---|---|---|---|
| MBA Alumni Networking Breakfast | Department Representative | Present | |
| Department Executive Committee | Committee Member | Present | |
| MBA Program Open House | Department Representative | Present | |
| Department Research Brownbag | Faculty Director | Present | |
| Department of Marketing and International Business Executive Committee | Member | Present | |
| Subject Pool and Behavioral Lab | Coordinator | Present | |
| Director Doctorate in Business Administration | Director | Present | |
| Coordinator PhD Program for Marketing and International Business | Committee Chair | 8/1/2021 | |
| MKT 9703 - Marketing Management Course | Coordinator | 12/31/2008 | |
| Department Curriculum Taskforce | Member | 12/31/2008 | |
| Assisted with Junior Faculty Orientation | 12/31/2006 | ||
| Attended Junior Faculty Orientation | 12/31/2005 |
University
| Committee Name | Position Role | Start Date | End Date |
|---|---|---|---|
| Assistance with Marketing PhD Pro-Seminar | Present | ||
| Coordinator PhD Program Marketing and International Business | Committee Chair | 7/1/2018 | 8/31/2021 |
Professional
| Organization | Position Role | Organization State | Organization Country | Start Date | End Date | Audience |
|---|---|---|---|---|---|---|
| Academy of International Business | Board Member | Vienna | Austria | Present | International | |
| Academy of Management Review | Board Member | Illinois | United States | Present | International | |
| Association of Consumer Research Conference Proceedings | Board Member | Massachusetts | United States | Present | International | |
| INFORMS, Academy of Marketing Science | Board Member | New York | United States | Present | International | |
| Journal of Retailing | Editor, Associate Editor | 9/1/2021 | Present | International | ||
| Journal of Consumer Psychology | Editorial Review Board Member | 9/1/2018 | Present | International | ||
| International Journal of Research in Marketing | Editor, Associate Editor | 9/1/2021 | Present | International | ||
| Association Consumer Research _ International Director | Committee Member | 10/21/2021 | Present | International | ||
| European Marketing Association | Chairperson | 9/1/2019 | Present | International | ||
| Association of Consumer Research North America Conference 2008 and Asian Conference 2009 | Committee Member | Illinois | United States | 1/1/2008 | 12/31/2009 | International |
Public
| Organization | Position Role | Organization State | Organization Country | Start Date | End Date | Audience |
|---|---|---|---|---|---|---|
| Journal of Consumer Psychology | Reviewer | Present | ||||
| Journal of Retailing | Reviewer | Present | ||||
| Marketing Science | Reviewer | Present | ||||
| Sheth Foundation Dissertation Proposal Grants | Reviewer | Present | ||||
| Editorial Board: Journal of International Marketing | Present | |||||
| Society of Consumer Psychology Conference Proceedings | Reviewer | Present | ||||
| American Marketing Association | Present | |||||
| Association of Consumer Psychology | Present | |||||
| Association of Consumer Research | Present | |||||
| "Global and Cross-Cultural Marketing Issues" for the American Marketing Association Summer Conference | Conference Track Chair | 12/31/2010 |