Associate Professor of Marketing

• Ph.D. in Marketing, University of California Los Angeles
• MBA, IESE Business School
• Business and Economics, University of Barcelona

Iñigo is an Associate Professor in the Marketing Department at IESE Business School. Iñigo has received his Ph.D. degree in Management from the Anderson School of Management, UCLA. Previous to his doctoral studies, Iñigo 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.

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 Iñigo 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?

Iñigo’s work has been published in different refereed and non-refereed journals in marketing and psychology. Additionally, Iñigo 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.

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Areas of interest

* Consumer Behavior
* Decision Making
* Word of Mouth
* Experiential Purchases
* Digital Marketing


Journal Articles (refereed)

REUTSKAJA, E., IYAMABO, J., RAGHUBIR, P., GALLO, Í. (2020). Price-denomination effect. Choosing to pay with denominations that are the same as the product prices. Frontiers in Psychology, 11. doi:10.3389/fpsyg.2020.552888.
GILOVICH, T., GALLO, I. (2020). Consumers' pursuit of material and experiential purchases. A review. Consumer Psychology Review, 3 (1), 20-33. doi:10.1002/arcp.1053.
GALLO, I., TOWNSEND, C., ALEGRE, I. (2019). Experiential Product Framing and Its Influence on the Creation of Consumer Reviews. Journal of Business Research, 98, 177 - 190. doi:10.1016/j.jbusres.2019.01.007.
GALLO, I., SOOD, S., MANN, T., GILOVICH, T. (2017). The Heart and the Head: On Choosing Experiences Intuitively and Possessions Deliberatively. Journal of Behavioral Decision Making, 30 (3), 754 - 768. doi:10.1002/bdm.1997.

Articles in other publications

GONZÁLEZ, J., GALLO, I., FONCILLAS, P. (2018). Caso BMW: De "poseer" a "vivir": veinte años "conduciendo" experiencias. Harvard Deusto Márketing y Ventas (150), pp. 42 - 49.
GALLO, I., TOWNSEND, C. (2017). Qué puede hacer por ti el marketing experiencial. La importancia de las emociones. IESE Insight (32), pp. 23 - 30.
GALLO, I., TOWNSEND, C. (2017). Selling Experiences to Connect With Consumers. Experiential Advertising. IESE Insight (32), pp. 23 - 30.

Book Chapters

EDSON ESCALAS, J., GALLO, I., GAUSTAD, T. (2019). Reminiscing on Self-Brand Connections: Differentiating Experiential versus Symbolic Origins. In Americus Reed II and Mark Forehand (Ed.), Handbook of Research on Identity Theory in Marketing (pp. 125 - 140). Cheltenham: Edward Elgar Publishing.


IESE BUSINESS SCHOOL,, VEEPEE, ATREVIA (2021). I Estudio Veepee-IESE sobre el futuro del ecommerce en España. IESE, Barcelona, España.


PLANLILIO, L., GALLO, Í. (2021). Firemadillo SCRPt. A Software to Revolutionize the Movie Industry. IESE, M-1389-E.
GALLO, Í., ÁNGELA JIANG WANG (2021). DurvisTech and Carla Falcón: Fixing a Sales Team. IESE, M-1385-E.
SENDAGORTA, P., GALLO, Í., JIANG WANG, Á. (2021). Insite: Simplified Big Data. IESE, M-1384-E.
SENDAGORTA, P., GALLO, Í., JIANG WANG, Á. (2021). INSITE: la simplificación del big data. IESE, M-1384.
ÁNGELA JIANG WANG,, GALLO, Í. (2021). Anytime Fitness: Getting Online Marketing in Shape. IESE, M-1381-E.

Technical Notes

GALLO, Í., JIANG WANG, Á., SEGARRA, J. (2021). Content Marketing: What It Is and How to Do It Well. IESE, MN-407-E.
GALLO, Í., SEGARRA, J., JIANG WANG, Á. (2021). Marketing de contenidos: qué es y cómo hacerlo bien. IESE, MN-407.
GALLO, Í., VALENTÍ VIDAL, A., SEGARRA, J. (2020). Web Analytics: Demystifying Performance Marketing. IESE, MN-406-E.
GALLO, Í. (2020). How to Write a Killer Marketing Plan. IESE, MN-404-E.
GALLO, Í. (2020). Cómo hacer un plan de marketing ganador. IESE, MN-404.