Education

Graduate School of Business, Stanford University

Ph.D. in Marketing

Stanford, CA (Sep 2016-Jan 2022)

The Wharton School, University of Pennsylvania

B.S. in Economics, Summa Cum Laude, Phi Beta Kappa

Philadelphia, PA (Sep 2007-May 2011)

The Wharton School, University of Pennsylvania

Assistant Professor of Marketing 

Philadelphia, PA (Jul 2021-Present)

1. De La Rosa, Wendy, Abigail B. Sussman, Eric Giannella, and Maximilian Hell (2022), “Communicating Amounts in Terms of Commonly Used Budgeting Periods Increases Intentions to Claim Government Benefits,” Proceedings of the National Academy of Sciences, 119(37), e2205877119. [ Paper Link ]  [ Data, Materials, and preregistrations ] 

• Accepted and presented as a competitive paper at the Behavioral Science & Policy Association Conference (May 2023)
• Accepted and presented as a competitive paper at the Society for Consumer Psychology Conference (Mar 2023)
• Accepted and presented as a competitive paper at the Association for Consumer Research Conference (Oct 2022) 
• Accepted and presented as a competitive paper at the Boulder Financial Decision-Making Conference (May 2022)

2. De La Rosa, Wendy and Stephanie M. Tully (2022), “The Impact of Payment Frequency on Consumer Spending and Subjective Wealth Perceptions,” Journal of Consumer Research, 48(6), 991-1009. [ Paper Link ]  [ Data, Materials, and preregistrations ]

• AMA CBSIG Consumer Research in Practice Award (Oct 2023)
• Journal of Consumer Research Ferber Award Recipient (Oct 2022)
• Journal of Consumer Research Editor’s Choice (2022)
• Accepted as a competitive paper at the Boulder Financial Decision-Making Conference (May 2020)
• Best Competitive Paper Award at the Society for Consumer Psychology Conference (Mar 2020) 
• Accepted and presented as a working paper at the Association for Consumer Research Conference (Oct 2019)
• First-Place Award at the Marketing Doctoral Student Association Conference (Aug 2019)

3. De La Rosa, Wendy*, Eesha Sharma*, Stephanie M. Tully*, Eric Giannella, and Gwen Rino (2021), “Psychological Ownership Interventions Increase Interest in Claiming Government Benefits,” Proceedings of the National Academy of Sciences, 118(35), e2106357118. [ Paper Link ]  [ Data, Materials, and preregistrations ]

• Behavioral Science & Policy Association’s Best Paper Award (May 2022)
• Runner-Up Best Competitive Paper at the Association for Consumer Research Conference (Nov 2021) 
• Runner-Up Best Competitive Paper at the Society for Consumer Psychology Conference (Mar 2021) 
• Presented at the Society of Judgment and Decision-Making Conference (December 2020)
• Presented at the Behavioral Insights Group Doctoral Workshop at the Harvard Kennedy School (Aug 2020)

1. De La Rosa, Wendy, Chris Bechler, Hal E. Hershfield, Gwen Rino, Ryan Hatch, Chris Chan, and Eric Giannella, “Improving Income Elicitation Methods to Increase Income Reporting: Evidence from Two Large-Scale Field Experiments Among Government Benefit Applicants,” under review at Nature (sent out for reviews)

• Accepted as a competitive paper at the Boulder Financial Decision-Making Conference (May 2024)
• Accepted as a competitive paper at the Behavioral Decision Research in Management Conference (May 2024)

2. De La Rosa, Wendy and Abigail B. Sussman, “The Frequency-Cost Matrix (FCM): A New Paradigm for Financial Decision-Making,” reject and resubmit at Journal of Marketing

3. De La Rosa, Wendy, Ron Berman, Christophe Van den Bulte, Nidhi Agrawal, Adam L. Alter, Christopher J. Bechler, Jonathan E. Bogard, J. Anthony Cookson, Kylie Davis, Ayelet Fishbach, Craig R. Fox, Ayelet Gneezy, Hal E. Hershfield, Tatiana Homonoff, Aziza C. Jones, Lena Kim, John G. Lynch, Tamutswa Mahari, Erick M. Mas, Eesha Sharma, Anya Shchetkina, Jackie Silverman, Abigail B. Sussman, Patricia Torres, Stephanie M. Tully, Broderick L. Turner, Jr., Esther Uduehi, Oleg Urminsky, Adrian F. Ward, Vince Dorie, Gwen Rino, Maximilian Hell, and Eric Giannella, “Increasing Interest in Claiming a Tax Credit: Evidence from Two Large-Scale A/B/n Field Experiments Among Lower Income People,” under review at Marketing Science

• Accepted as a competitive paper at the Behavioral Decision Research in Management Conference (May 2024)
• Accepted and presented as a competitive Paper at the Association for Consumer Research (October 2023)
• Accepted and presented as a competitive Paper at the Society for Consumer Psychology Conference (Mar 2023)

4. De La Rosa, Wendy, Jackie Silverman, Abigail Sussman, Vince Dorie, Gwen Rino, Maximilian Hell, Eric Giannella, Lisa Dillman, “Using Partition Descriptions to Increase Interest in Claiming Government Benefits,” under review at Journal of Marketing

5. Yin, Siyuan (PhD Student) and Wendy De La Rosa, “The Impact of (Dis)Aggregated Budgeting on Consumer Spending,”under review at Marketing Science

• Accepted as a competitive paper at the Boulder Financial Decision-Making Conference (May 2024)
• Accepted and presented as part of a special session at the Society for Consumer Psychology Conference (Mar 2023)

6. De La Rosa, Wendy, Broderick L. Turner Jr., Jennifer Aaker, and Prashant Mishra, “Intraweek Payday Timing and Consumer Spending” 

• Recipient of the $10,600 Wharton Dean’s Research Fund Award (Mar 2022)
• Best Competitive Paper Award (Financial Decision-Making Track) at the Society for Consumer Psychology Conference (Feb 2022) Presented at Kellogg’s Designing Studies for Research Progress and Application Conference (Jun 2020)
• Recipient of the Diversity Dissertation Research Opportunity $5,000 Award (Dec 2019)
• Recipient of the Wheeler Institute for Business and Development Research $15,000 Award (Sept 2019)