How consumers partition their resources is a fundamental yet often overlooked aspect of their everyday lives. These partitions manifest in many forms, from how employers distribute income across multiple and sometimes irregular paychecks to how individuals mentally allocate their earnings across different budgets and even how governments market benefit amounts using
shorter or longer time intervals. My research delves into this critical area, focusing on how resource partitioning (the mental or actual fragmentation of resources) influences consumers’ judgments and decision-making, particularly the financial decisions of lower-income consumers. This exploration is divided into two interconnected research streams:
By employing a mixed-methods approach that includes large-scale field studies, extensive data analysis of large financial datasets, and preregistered lab and online experiments, my research aims to bridge the gap between existing theoretical models and the lived realities of financially vulnerable populations. My research often extends prevailing theories, illuminating the importance of income or financial constraints as an essential moderator to previously documented main effects. This interest is fueled by my insatiable research curiosity and my lived experience growing up in a lower-income household.
De La Rosa, Wendy and Christopher Bechler (2024), “Unveiling the Adverse Effects of Artificial Intelligence on Financial Decisions Via the AI-IMPACT Model," Current Opinion in Psychology, 101843
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 ]
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 ]
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 ]
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,” revise and resubmit at Marketing Science
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,” minor revision at Journal of Marketing
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 Among Government Benefit Applicants: Evidence from Two Large-Scale Field Experiments"
Yin, Siyuan (PhD Student) and Wendy De La Rosa, “The Impact of (Dis)Aggregated Budgeting on Consumer Spending”
under review at Journal of Marketing Research
Goncharova, Ekaterina (PhD Student) and Wendy De La Rosa, “The Impact of Income Volatility on Subjective Wealth and Financial Decisions” under review at Journal of Marketing Research
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
De La Rosa, Wendy, Broderick L. Turner Jr., Jennifer Aaker, and Prashant Mishra, “Intraweek Payday Timing and Consumer Spending”
De La Rosa, Wendy and Christopher J. Bechler, “The Influence of Account Balance Displays on Consumer Spending”
De La Rosa, Wendy and Christopher J. Bechler, “Shrinkflation and Consumer Spending”
De La Rosa, Wendy, Stephanie M. Tully, and Itamar Simonson, “Financial Self-Deception and Spending”
De La Rosa, Wendy and Itamar Simonson, “Contingent Nudges: the Impact of Anchoring on Saving Decisions”
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 preregistration ]
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 ]
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 ]
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,” revise and resubmit at Marketing Science
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,” revise and resubmit at Journal of Marketing
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)
Yin, Siyuan (PhD Student) and Wendy De La Rosa, “The Impact of (Dis)Aggregated Budgeting on Consumer Spending”
Goncharova, Ekaterina (PhD Student) and Wendy De La Rosa, “The Impact of Income Volatility on Subjective Wealth and Financial Decisions”
De La Rosa, Wendy, Broderick L. Turner Jr., Jennifer Aaker, and Prashant Mishra, “Intraweek Payday Timing and Consumer Spending”
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