Jorge Pena Marin

Headshot of Jorge Pena Marin, PhD

Jorge Pena Marin, PhD

Assistant Professor, Department of Marketing

2374 Carl H. Lindner Hall

513-556-8041

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.

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Teaching Interest
Brand Management
Marketing Strategy
Advertising

Research Interest
Numerical Information
Behavioral Pricing

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
Pena Marin, Jorge, Wu, Ruomeng. Disconfirming Expectations: Incorrect Imprecise (vs. Precise) Estimates Increase Source Trustworthiness and Consumer Loyalty. Journal of Consumer Psychology.

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