Wendy De La Rosa is an Assistant Professor of Marketing and the Alfred H. Williams Faculty Scholar at The Wharton School at the University of Pennsylvania. She focuses on behavioral science to improve consumers’ financial well-being. Specifically, she researches how people seek out, receive, and think about their resources and how these factors influence their behavior.  

Her award-winning research has been published in the Journal of Consumer Research and the Proceedings of the National Academy of Sciences. Her work has been featured in CNN, CNBC, Forbes, PBS NewsHour, The New York Times, NPR, Scientific American, and The Wall Street Journal, among others.  

De La Rosa is also the co-creator and host of TED’s “Your Money and Your Mind” series, a Forbes 30 under 30 Finance honoree, and a Paul & Daisy Soros Fellow. Her TED talks have been viewed over 7 million times. She serves on the board of Code for America and Propel. Prior to joining Wharton, Wendy received her Ph.D. from Stanford’s Graduate School of Business and helped start Google’s first behavioral economics unit. She was also a private equity investor at Goldman Sachs.