- Allen G. Aaronson Department of Marketing & International Business
- (646) 312-3288
Ana Valenzuela, PhD, is Professor of Marketing and Director of Outreach at the Allen G. Aaronson Department of Marketing and International Business, Zicklin School of Business, Baruch College. She has also served as a faculty member at the Haas School of Business (UC Berkeley), 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. Dr. Valenzuela holds a PhD from University of Madrid, Autonoma and an MBA from Georgetown University. She began her professional career with AC Nielsen as a marketing consultant for multicountry projects dealing with consumer goods markets, and also conducted marketing research for PubliEspana (TV5), The Advisory Board Company, Hello America, and the International Monetary Fund (IMF). A member of several consumer insight think tanks, Valenzuela is a frequent keynote speaker on topics related to consumer psychology and in-store strategies. Her articles on behavioral decision making and cross-cultural consumer behavior have been published 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.
Rhonda Hadi, Ana Valenzuela (2020) “Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback,” Journal of Consumer Research, forthcoming.
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.
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.
Hildebrand, Diogo, DeMotta, Yoshiko, Sen, Sankar and Valenzuela, Ana (2017) “Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type.“ Journal of Consumer Research, 44(4), 738–758.
Valenzuela, Ana and Raghubir, Priya (2015) “Are Top-Bottom Inferences Conscious and Left-Right Inferences Automatic? Implications for Shelf Space Positions,” Journal of Experimental Psychology: Applied, 21(3), 224-241.
Rhonda, Hadi and Valenzuela, Ana (2014) “A meaningful embrace: Contingent effects of embodied cues of affection,” Journal of Consumer Psychology, 24(4), 520-532.
Valenzuela, Ana, Mellers, Barbara and Strebel, Judy (2010) “Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives,” Journal of Consumer Research, 36(5), 792-805.
Valenzuela, Ana, Dhar, Ravi and Zettlemeyer, Florian (2009) “Contingent Response to Self-Customization Procedures: Implications for Decision Satisfaction and Choice,” Journal of Marketing Research, 46(6), 754-763.
Valenzuela, Ana and Raghubir Priya (2009) “Position-based Beliefs: The Center-Stage Effect,” Journal of Consumer Psychology, 19(2), 185-196.
Erdem, Tulin, Swait, Joffre and Valenzuela, Ana (2006) “Brands as Signals: A Cross-Country Validation Study,” Journal of Marketing, 41(1), 86-100.
ACR/ Sheth Foundation Dissertation Award. Honorable Mention Cross-cultural Track as Advisor of Yan Meng, PhD, Baruch College, CUNY, Fall 2016.
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.