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Ximena Garcia-Rada

Assistant Professor of Marketing, Texas A&M University

Ximena is an Assistant Professor of Marketing at Texas A&M University's 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.


  • 2021–present
    Assistant Professor of Marketing, Texas A&M University


  • 2021 
    Harvard Business School, PhD in Business Administration, Marketing


  • 2021
    Consumers Value Effort over Ease when Caring for Close Others, Journal of Consumer Research