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Ana Valenzuela

Associate Professor of Marketing


Associate Professor of Marketing
pdf Selected Scholarly Works


BBA University of Madrid, Autonoma 1993
MBA Georgetown University 1995
Ph.D. University of Madrid, Autonoma 1998
Postdoctoral Studies University of California, Berkeley 2001

Areas of Expertise:

International Marketing Strategy, Cross-Cultural Consumer Behavior, Judgment and Decision Making.

Selected Publications:

Valenzuela, Ana, Strebel, Judy and Mellers, Barbara (2009) “Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives,” Journal of Consumer Research (electronically published, forthcoming in 2010)

Valenzuela, Ana, Dhar, Ravi and Zettlemeyer, Florian (2009) “Contingent Response to Self-Customization Procedures: Implications for Decision Satisfaction and Choice,” Journal of Marketing Research, forthcoming in December’s issue.

Valenzuela, Ana and Raghubir Priya (2009) “Position-based Beliefs: The Center-Stage Effect,” Journal of Consumer Psychology, 19(2), 185-196.

Valenzuela Ana and Priya Raghubir (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

Priya Raghubir and Valenzuela, Ana [Authorship in alphabetical order denotes equal contribution] “ Center of Inattention: Position Biases in Decision-Making,” forthcoming at Organizational Behavior and Human Decision Processes.

Erdem, Tulin, Swait, Joffre and Valenzuela, Ana “The Cross-Cultural Aspects of Brands as Signals,” forthcoming at Journal of Marketing.

Gomez, Monica and Valenzuela, Ana [Authorship in alphabetical order denotes equal contribution] (2005) “Export Marketing Strategies for High Performance: Evidence from Spanish Exporting Companies,” Journal of Euro-Marketing , 15(1), 5-28.

Valenzuela, Ana, Srivastava, Joydeep and Lee, Seonsu (2005) “The Role of Cultural Orientation in Bargaining under Incomplete Information: Differences in Causal Attributions,” Organizational Behavior and Human Decision Processes, 96 (1), 72-88.

Lado, Nora, Martínez-Ros, Ester and Valenzuela, Ana [Authorship in alphabetical order denotes equal contribution] (2004) “Marketing Strategy as an explanatory variable of market selection: A simultaneous modeling approach” (2004), International Marketing Review, 21(6), 573 – 597.

Erdem, Tulin, Zhao, Ying and Valenzuela, Ana (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.

Professional Activities:

Editorial Board: Journal of International Marketing – Fall 2007- present

Program Committee Association of Consumer Research North America Conference 2008 and Asian Conference 2009

Reviewer, Journal of Consumer Behavior

Reviewer, Journal of Marketing

Reviewer, Sheth Foundation Dissertation Awards

Reviewer, Marketing Science

Reviewer, Journal of Consumer Psychology

Reviewer, Journal of Retailing

Reviewer, Association of Consumer Research Conference Proceedings

Reviewer, Society of Consumer Psychology Conference Proceedings

Reviewer, Academy of Management Review

Awards, Honors, etc.:

Faculty Fellowship Publications Program, CUNY, Spring 2007.

Advertising Educational Foundation Fellowship, New York, 2006.

Outstanding Teaching Award, San Francisco University, 2001.

Club 6, Haas School of Business, U.C. Berkeley (Teaching honor): January 2000-September 2001.

Dissertation awarded Summa Cum Laude by Unanimity, Universidad of Madrid, Autonoma, Spain, 1998.

Full-tuition Merit Scholarship for postgraduate studies at Georgetown University, Fundacion Ramon Areces, Spain, 1993-1995.

National Merit Prize for Academic Excellence, Spanish Ministry of Education, Spain, 1993.

Price Waterhouse Prize for Academic Excellence. Price Waterhouse, Spain, 1993.



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