Assistant Professor of Marketing

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

Iñigo is assistant 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.

Download CV

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:https://doi.org/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.


GALLO, I., SEGARRA, J. A. (2017). Visualfy: Improving the Quality of Life of an Invisible Community. IESE, M-1359-E.
GALLO, I., SEGARRA, J. A. (2017). Visualfy: Mejorando la calidad de vida de un colectivo invisible. IESE, M-1359.
GALLO, I., LIEPMANN, E., SEGARRA, J. (2015). Genuinus: marketing digital para vender productos frescos online. IESE, M-1338.
GALLO, I., LIEPMANN, E., SEGARRA, J. (2015). Genuinus: Using Digital Marketing to Sell Fresh Food Online. IESE, M-1338-E.
GALLO, I., SEGARRA, J. A. (2014). David Versus Goliath: Commercial Decisions at La Fageda. IESE, M-1321-E.

Technical Notes

GALLO, Í. (2020). How to Write a Killer Marketing Plan. IESE, MN-404-E.