Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

Jorge Pena Marin, PhD

Assistant Professor
Professional Summary
Jorge Pena Marin is an Assistant Professor of Marketing, having received his Ph.D. from the University of Texas at San Antonio. His research is focused on understanding how numerical information (e.g. prices, products attributes described using numbers) influences different consumer judgments such as negotiations, persuasion, financial decision-making, or decision strategies. For instance, in one work published at the Journal of Consumer Research he found that negotiators are more likely to close deals with round (e.g. $10,000) rather than precise (e.g. $9,997) prices because they signal goal completion. In another project published at the Journal of Consumer Psychology, Jorge discovered that attributes' benefits described using round (vs. non-round) numbers are perceived as lasting longer, consequently improving consumers' attitudes. In addition, Jorge has presented multiple competitive papers at ACR and SCP conferences. Prior to joining academia, Jorge worked for more than 10 years in marketing management and business consultancy positions at companies such as JWT, TBWA, Mercedes-Benz, Accenture, and Deloitte.
Contact Information
E-mail:
Office:
407 Carl H. Lindner Hall
Phone:
513-556-8041
Fax:
513-556-0979
Teaching Interest
  • Brand Management
  • Marketing Strategy
  • Advertising
Research Interest
  • Numerical Information
  • Judgment and Decision Making
Awards | Honors

Organization:
AMA Sheth Foundation
Name:
50th AMA Sheth Foundation Doctoral Consortium Fellow
Year Received:
2015


Organization:
University of Texas at San Antonio
Name:
College of Business Inaugural Teaching Honor Role Member
Year Received:
2015


Organization:
University of Texas at San Antonio
Name:
Outstanding Graduate Student Teaching Award University-wide Winner
Year Received:
2015


Education

Institution:
University of Texas at San Antonio
Major:
Marketing
Completed:
2017
Degree:
Ph D


Institution:
Columbia Business School
Major:
Strategic Marketing Management
Completed:
2010
Degree:
Other


Institution:
IE Business School
Major:
Marketing and Sales Management
Completed:
2006
Degree:
MA


Published Contributions

Yan Dengfeng, Jorge Pena Marin,  (2017). Round Off the Bargaining: The Effects of Offer Roundness on Willingness to Accept. Journal of Consumer Research, 381–395.


Jorge Pena Marin, Rajesh  Bhargrave,  (2016). Lasting performance: Round numbers activate associations of stability and increase perceived length of product benefits. Journal of Consumer Psychology, 410-416.



Accepted Contributions



Presentations

Title:
Perceiving Opportunities to Divide: How Expanded vs. Contracted Units Influence Goal Pursuit Organization
Location:
Ghent
Year:
2018


Title:
Numerical Description Influences the Weighting of Descending versus Ascending Attributes
Location:
Dallas
Year:
2018


Title:
Starting from Zeroes: Round Numbers Signal Inflections in Temporal Sequences
Location:
Dallas
Year:
2018


Title:
Starting from Zeroes: Round Numbers Signal Inflections in Temporal Sequences
Location:
Utah
Year:
2018


Organization:
Brandemonium, LLC
Location:
Cincinnati, OH
Year:
2017


Title:
Judging Magnitudes: The Construction of Reference Points On the Fly and its Influence on Product and Price Evaluations
Location:
Dallas
Year:
2016


Title:
The Persuasiveness Power of Round Numbers: A Construal Level Theory Perspective
Location:
New Orleans
Year:
2015


Title:
The Stability Heuristic: How Round Numbers Increase the Perception of How Long Product Characteristics Last
Location:
New Orleans
Year:
2015


Title:
Deal or No Deal? The Effect of Numerical Roundness on Willingness to Accept an Offer in Negotiations
Location:
Phoenix
Year:
2015


Title:
The Persuasiveness Power of Round Numbers: A Construal Level Theory Perspective
Location:
Phoenix
Year:
2015