Ana Valenzuela

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

Abstracts

Valenzuela, A., Mellers, B., & Strebel, J. Cross-cultural Differences in Delight. ADVANCES IN CONSUMER RESEARCH, VOL 35,

Valenzuela, A., Darke, P., & Briley, D. "Cultural Identity and the Antecedents of Risky Decision-Making: Am I Good or Lucky?". ADVANCES IN CONSUMER RESEARCH VOL XXXIV,

Valenzuela, A., & Chandon, P. "Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Attention, Consideration, and Choice at the Point of Purchase". ADVANCES IN CONSUMER RESEARCH, VOL XXXVI,

Journal Articles

(2025). Not all AI is created equal: A meta-analysis revealing drivers of AI resistance across markets, methods, and time. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING,

(2024). AI and culture: Culturally dependent responses to AI systems. CURRENT OPINION IN PSYCHOLOGY,

(2024). More than just your name: Public donations drive inferences of egoistic and altruistic motives. PSYCHOLOGY & MARKETING,

(2024). How Artificial Intelligence Constrains the Human Experience. JOURNAL OF THE ASSOCIATION FOR CONSUMER RESEARCH,

(2024). Intimate Transportation: The Persuasive Role of Personal Narratives in Online Reviews. JOURNAL OF THE ASSOCIATION FOR CONSUMER RESEARCH,

(2023). Intimate Transportation: The Persuasive Role of Personal Narratives in Online Reviews. Journal of the Association of Consumer Research,

(2022). The effect of anthropomorphized technology failure on the desire to connect with others. PSYCHOLOGY & MARKETING, 39(9). 1762-1774.

(2022). Sharing is not always caring: How sharing labels encourage personal consumption as a response to the threat of others. JOURNAL OF CONSUMER PSYCHOLOGY,

(2020). Good Vibrations: Consumer Responses to Technology-Mediated Haptic Feedback. JOURNAL OF CONSUMER RESEARCH, 47(2). 256-271.

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.

(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.

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.

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.

(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.

(2017). Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type. JOURNAL OF CONSUMER RESEARCH,

(2015). Cultural Identity and the Antecedents of Risk Taking Am I Good or Am I Lucky?. Psychology of the Asian Consumer,

(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). Valenzuela, Ana, Raghubir, Priya and Mitakakis, Chrissy (2013) “Shelf space schemas: Myth or reality?” Journal of Business Research, 66(7), 881-888.

(2013). Shelf space schemas: Myth or reality?. JOURNAL OF BUSINESS RESEARCH, 66(7). 881-888.

(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.

(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.

(2010). Male-Female Dynamics in Groups: A Field Study of The Weakest Link. SMALL GROUP RESEARCH, 41(1). 41-70.

(2010). Dynamic Influences on Investors' Decisions. ADVANCES IN CONSUMER RESEARCH, VOL XXXVII, 37. 166-169.

(2010). Pleasurable Surprises: A Cross-Cultural Study of Consumer Responses to Unexpected Incentives. JOURNAL OF CONSUMER RESEARCH, 36(5). 792-805.

(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 Television Show ‘The Weakest Link’". Small Group Research,

(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). 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.

(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.

(2006). The Cross-Cultural Aspects of Brands as Signals. Journal of Marketing, 41(1). 86-100.

(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). Marketing Strategy as an explanatory variable of market selection: A simultaneous modeling approach. International Marketing Review, 21(6). 573-597.

(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.

Out of Touch? Multi-Methodological Approaches to the Evolving Role of Haptics in Consumers' Experiences. ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022,

Cultural Identity and Judgment-To Bias or not to Bias. ADVANCES IN CONSUMER RESEARCH VOL XXXIV,

Is that chatbot lying to me? The effects of linguistic markers in chatbot interactions. ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022,

Beyond Individualism/Collectivism: New Theoretical Perspectives in Culture-Based Research. ADVANCES IN CONSUMER RESEARCH, VOL 33,

Sex, Lies, and AI: Consumer Beliefs About the "Mental" Representations of Algorithmic Recommendations. ADVANCES IN CONSUMER RESEARCH, VOL L, ACR 2022,

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. (2026, October 10). 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)

Ghoshal, T., Valenzuela, A., Kopalle, P., & Singh, P. (2026, September 10). Lemons, Chillies and Charms: Marketplace Manifestations of Consumer Fear of Envy. Association of Consumer Research. Paris, France: ACR.

Valenzuela, A., Lteif, L., & Williamson, S. (2026, October 10). To Share is Human: How Sharing Labels Encourage Personal Consumption. Association of Consumer Research Conference. Atlanta, Georgia

Ghoshal, T., Valenzuela, A., Kopalle, P., & Singh, P. Extraordinary Beliefs, Extraordinary Measures: Deconstructing the Evil Eye Belief. Society for Consumer Psychology. Puerto Rico

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.

Valenzuela, A. (2026, July 10). Following the Rules of AI: A Justice Perspective..

Valenzuela, A., Chapman, L., Luna, D., & Schanke, S. (2026, October 10). Is that chatbot lying to me? The effects of linguistic markers in chatbot interactions. Association of Consumer Research Conference. Denver, Colorado

Valenzuela, A., Hadi, R., Sridhar, K., & Groth, O. (2026, October 10). Consumer Responses to Haptic Augmentation of Brand Storytelling. 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. Talk to “Her”: On How the Nature of the Communication With Voice-ActivatedDevices Determines Judgement and Choice. Association for Consumer Research Conference. Atlanta, Georgia

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

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, June 30). Are Top-Bottom Inferences Conscious and Left-Right Inferences Automatic? Implications for Shelf Space Positions. : HEC Paris and INSEAD Fontainebleau.

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., 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., Erdem, T., & Swait, J. (2009, April 30). Brands as Signals: A Cross-Country Validation Study. : University of Madrid, Autonoma.

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., & 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., & 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., 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., 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., & 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. (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., & Raghubir, P. (2006, July 31). Spatial Positioning: The Value of Being Center-Stage. London Business School

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. (2006, July 31). Superstition and Marketing: Some Cross-Cultural Insights. : Euro RSCG Advertising Agency.

Valenzuela, A., Erdem, T., & Swait, J. (2006, March 31). Brands as Signals: A Cross-Country Validation Study. : Colgate Palmolive.

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., 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., 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., 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., 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., & Raghubir, P. (2004, February 28). Spatial Positioning: The Value of Center-Stage. San Francisco, CA: Society of Consumer Psychology.

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., & 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., & 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., & 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

Research Currently in Progess

Valenzuela, A., & Stephen, (n.d.). A Behavioral Finance Study of Real-time Simulated Stock Market Trading. In Progress.

Valenzuela, A.(n.d.). Buying the Right Thing: Self-regulatory Focus as a Determinant of Brand Choice. In Progress.

Chapman, L.(n.d.). Just between You and Me: Private Transactions Signal Moral Traits and Enhance Others’ Willingness to Cooperate. In Progress.

Li, M.(n.d.). The Higher, The Better: The Effect of Voice Assistant’s Pitch on Recommendation Acceptance and Purchase Intentions. In Progress.

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.

College

University

Professional

Public