Ana Valenzuela
Visiting Professor, Department of Marketing in ESADE
URL Associate Professor


  • Doctora en Ciencias Económicas y Empresariales. Universidad Autónoma de Madrid

Areas of interest

  • Technology marketing, Sensory marketing, Behavioral Decision Making, Cross-cultural consumer behavior, In-store marketing


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

Palmeira, M., Lei, J. & Valenzuela Martínez, A.M. (2019). Impact of vertical line extensions on brand attitudes and new extensions. European Journal of Marketing, 53 (2), pp. 299-319. DOI: 10.1108/EJM-07-2017-0431.

Valenzuela Martínez, A.M., Bonezzi, A. & Szabo-Douat, T. (2018). What goes around, comes around: How beliefs in karma influence the use of word-of-mouth for self-enhancement. Journal of the Association of Consumer Research, 3 (4), pp. 490-502. DOI: 10.1086/699567.

Wongkitrungrueng, A., Valenzuela Martínez, A.M. & Sen , S. (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), pp. 280-295. DOI: 10.1016/j.jretai.2018.07.001.

Valenzuela Martínez, A.M. & Hadi, R. (2018). Implications of product anthropomorphism through design. In Solomon, M. R. & Lowrey, T. M. (Eds.), The Routledge companion to consumer behavior (pp. 82-96). London; New York: Routledge.

Hildebrand, D., DeMotta, Y., Sen , S. & Valenzuela Martínez, A.M. (2017). Consumer responses to corporate social responsibility (CSR) contribution type. Journal of Consumer Research, 44 (4), pp. 738-758. DOI: 10.1093/jcr/ucx063.

Valenzuela Martínez, A.M. & Hadi, R. (2016, October). Good vibrations: Consumer responses to technologically-mediated social touch & . In Association for Consumer Research Conference. Symposium conducted at the meeting of Association for Consumer Research (ACR), Berlin.

Valenzuela Martínez, A.M. & Raghubir, P. (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), pp. 224-241. DOI: 10.1037/xap0000055.

Valenzuela Martínez, A.M., Raghubir, P. & Mitakakis, C. (2013). Shelf space schemas: Myth or reality?. Journal of Business Research, 66 (7), pp. 881-888. DOI: 10.1016/j.jbusres.2011.12.006.

Valenzuela Martínez, A.M. & 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: 10.1177/0146167212458327.

Valenzuela Martínez, A.M., 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: 10.1086/605592.

Valenzuela Martínez, A.M., 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: 10.1509/jmkr.46.6.754.

Valenzuela Martínez, A.M. & Raghubir, P. (2009). Position-based beliefs: The center-stage effect. Journal of Consumer Psychology, 19 (2), pp. 185-196. DOI: 10.1016/j.jcps.2009.02.011.

Gomez, M. & Valenzuela Martínez, A.M. (2006). Export marketing strategies for high performance: Evidence from spanish exporting companies. Journal of Euromarketing, 15 (1), pp. 5-28. DOI: 10.1300/J037v15n01_02.

Erdem, T., Swait, J. & Valenzuela Martínez, A.M. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70 (1), pp. 34-49. DOI: 10.1509/jmkg.2006.70.1.34.

Valenzuela Martínez, A.M., 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: 10.1016/j.obhdp.2004.09.001.

Lado, N., Martínez-Ros, E. & Valenzuela Martínez, A.M. (2004). Identifying successful marketing strategies by export regional destination. International Marketing Review, 21 (6), pp. 573-597. DOI: 10.1108/02651330410568024.

Erdem, T., Zhao, Y. & Valenzuela Martínez, A.M. (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: 10.1509/jmkr.