Jorge
Pena Marin

Assistant Professor of Marketing

• Ph.D., in Marketing, University of Texas at San Antonio
• Ex. Ed., Strategic Marketing Management, Columbia Business School
• M.A., Marketing and Sales Management, IE Business School
• B.A., Business Administration, University San Pablo C.E.U.

Jorge Pena Marin holds a Ph.D. in Marketing from the University of Texas at San Antonio. He is Assistant Professor in the Marketing Department at IESE Business School. He has taught Brand Management and Influence Strategies at the University of Cincinnati, and Principles of Marketing and Integrated Marketing Communications at the University of Texas at San Antonio.

Prof. Pena Marin researches how using numerical information (i.e., prices, attribute information) influences consumers’ decisions in a wide array of domains, including negotiations, goal pursuit, financial decision-making or attribute weighting. Jorge’s work has appeared in top marketing journals such as Journal of Consumer Research and Journal of Consumer Psychology. Jorge has also presented his research numerous times in conferences around the world.

Prior to joining academia, Prof. Pena Marin worked for more than 10 years in marketing management and business consultancy positions at companies such as TBWA, Mercedes-Benz, and Accenture.

Areas of interest

* Consumer Behavior
* Judgment and Decision-Making
* Behavioral Pricing
* Numerical Information