Iñigo
Gallo
Professor of Marketing
• Ph.D. in Marketing, UCLA Anderson School of Management
• MBA, IESE Business School, University of Navarra
• B.S., Business and Economics, University of Barcelona
Iñigo Gallo is a Professor in the Marketing Department. He has received his Ph.D. degree in Management from the Anderson School of Management, UCLA. Previous to his doctoral studies, he received an Undergraduate degree in Business and Economics from the University of Barcelona, worked for a number of years as a management consultant for Everis and received his MBA from IESE Business School, University of Navarra.
His research centers in the understanding of how experiential purchases – an event or series of events that one lives through – are different from material purchases – tangible objects, kept in one’s possession – and how these differences influence the way consumers evaluate and choose experiences, as opposed to products. Some of the questions he studies in his research are: how does price influence a decision on an experience differently from a decision on a product? What type of advertising works best for experiences compared to products? How do consumers deal with the uncertainty that is associated with the evaluation of an experiential purchase?
Associate Professor Gallo’s work has been published in different refereed and non-refereed journals in marketing and psychology. Additionally, he has presented his research at the two leading conferences in consumer behavior – Association of Consumer Research and Society of Consumer Psychology. He has also given seminars at a number of institutions, both academic and corporate.
Areas of interest.
• Consumer Behavior
• Decision Making
• Word of Mouth
• Experiential Purchases
• Digital Marketing