Ximena Garcia-Rada

Assistant Professor


Ximena Garcia-Rada is an Assistant Professor of Marketing at Texas A&M University, Mays Business School. She earned a Doctorate in Business Administration (Marketing) from Harvard University, a Master of Business Administration (MBA) from INCAE Business School, and a Bachelor of Business Administration from Universidad de Lima.

Her research examines consumer behavior and well-being with an emphasis on close, personal relationships. ​She uses a wide range of tools—laboratory experiments, field studies, in-depth interviews, and analysis of archival data—to investigate the psychological processes underlying how consumers make decisions when taking care of their families and sharing experiences with relationship partners. Her work has been published in leading academic journals including the Journal of Consumer Research, Journal of Consumer Psychology, and Psychological Science and featured in several national and international publications including the Wall Street Journal, Harvard Business ReviewScientific American, and Forbes.

Research Interests

Consumer behavior, close relationships, interpersonal consumption, well-being.