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Jorge Pena Marin

Email: penamar1@msu.edu
Assistant Professor
Department: Marketing
Office:
 North Business Building
632 Bogue St Rm N345
East Lansing, MI 48824
Phone: (517) 432-6429
Curriculum Vitae
Areas of Expertise
  • Biography
    Jorge Pena Marin holds a Ph.D. in Marketing (Consumer Behavior) from the University of Texas at San Antonio. He is an Assistant Professor of Marketing at Michigan State University and the Program Director of the Study Abroad Program Business and Culture in Spain. Prior to MSU, he worked at IESE Business School and the University of Cincinnati.

    Dr. Pena Marin researches consumer behavior and decision-making in various domains, including branding, goal pursuit, financial decision-making, product attribute weighting, and negotiations. Jorge's work has appeared in top journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of the Association for Consumer Research, the Journal of Experimental Psychology: Applied, and the Journal of Retailing. Jorge has also presented his research numerous times at conferences around the world and has been part of the Editorial Review Board of the Journal of Consumer Psychology and the Journal of Experimental Psychology: Applied.

    Dr. Pena Marin also helps companies make informed decisions based on science-based/data-driven principles. He leverages a variety of methodologies such as experiments, discrete choice models, and secondary data. He has also been an invited speaker on several occasions, including at Brandemonium, the premier branding conference in the U.S. for practitioners.

    Before joining academia, Jorge worked for more than ten years in marketing management/strategy and business consultancy positions at companies such as TBWA, Mercedes-Benz, and Accenture.

    Managerial Publications:
    "Unlocking the Persuasive Power of Numbers", in California Management Review: Insights, with     Ellen Lahn, and G. Tomas M. Hult.
    "Racing to ROI: Formula 1's Playbook for Winning Business", in California Management Review: Insights., with G. Tomas M. Hult, Vasiliki Bamiatzi, and Konstantinos Bozos.
    "Master Gender Identity in Consumer Behavior: Boost Your Marketing Connection", in California Management Review: Insights, with Micayla Downey, Ayalla Ruvio, and G. Tomas M. Hult.
  • Publications
    Article
    Pena-Marin, Jorge, and Rajesh Bhargave (2016), "Lasting performance: Round numbers activate associations of stability and increase perceived length of product benefits," Journal of Consumer Psychology, 26 (3), 410-416
    Article
    Yan, Dengfeng, and Jorge Pena-Marin (2017), "Round Off the Bargaining: The Effects of Offer Roundness on Willingness to Accept," Journal of Consumer Research, 44 (2), 381-395
    Article
    Pena-Marin, Jorge, and Ruomeng Wu (2019), "Disconfirming Expectations: Incorrect Imprecise (vs. Precise) Estimates Increase Source Trustworthiness and Consumer Loyalty." Journal of Consumer Psychology, 29 (4), 623-641
    Article
    Christophe Lembregts, and Jorge Pena-Marin (equal authorship) (2021), "Numbers and Units Affect Goal Pursuit Organization and Motivation," Journal of Consumer Psychology, 31 (1), 37-54
    Article
    Pena-Marin, Jorge, and Dengfeng Yan (2021), " Reliance on Numerical Precision: Compatibility between Accuracy versus Efficiency Goals and Numerical Precision Level Influence Attribute Weighting in Two-Stages Decisions," Journal of Consumer Psychology 31 (1), 22-36
    Article
    Pena-Marin, Jorge, Rashmi Adaval and Liang Shen (2022), “Fear in the Stock Market: How COVID-19 Affects Preference for High- and Low-Priced Stocks,” Journal of the Association for Consumer Research, 7(1), 115-123.
    Article
    Pena-Marin, Jorge, and Rajesh Bhargave (2022), "Comparing estimates for decision-making: Numerical processing and preferences for underestimates versus overestimates," Journal of Experimental Psychology: Applied, 28(1), 147.
    Article
    Blumenstein, Edda; Bamiatzi, Vassiliki; Hult, G. Tomas M.; Pena-Marin, Jorge (2026), "Making omnichannel work: A dynamic capabilities roadmap for retail transformation," in press, Journal of Retailing.
    Article
    Yan, Dengfeng, and Jorge Pena-Marin (2017), "Round Off the Bargaining: The Effects of Offer Roundness on Willingness to Accept," Journal of Consumer Research, 44 (2), 381-395
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