Valentina Ortiz Ubal

Valentina O. Ubal is a sixth-year doctoral student at Arizona State University. She pursues her doctoral degree under the guidance of her advisors Dr. Maura Scott and Dr. Martin Mende.

She conducts research at the intersection of Consumer-based Strategy and Transformative Consumer Research, focusing specifically on financial decision-making, technology, (mis)information, and well-being. 

Valentina has presented her work at the Association for Consumer Research Conference, and was session chair at the American Marketing Association Conference and the Marketing and Public Conference. She recently published in the Journal of Service Research, Current Opinion in Psychology, Journal of Public Policy &Marketing, and Journal of Personal Selling & Sales Management. She received the 2023 James M. Comer Award for Best Contribution to Selling and Sales Management Theory. She won a grant from the Association for Consumer Research Transformative Consumer Research Grants in 2021, and from the Marketing Science Institute and Journal of Public Policy & Marketing Research Competition in 2022 for her research on misinformation. 

Valentina has been invited to review for the Journal of Service Research, Journal of Public Policy & Marketing, and the Journal of Business Research. She has taught undergraduates the Basic Marketing Concepts and Consumer Behavior courses and has been a teaching assistant for Basic Marketing Concepts, Consumer Behavior, Service Marketing, and Retail Management courses. 

Before becoming a doctoral student at ASU, Valentina completed a Bachelor of Business Administration degree at the Federal University of Pampa (Brazil) and a Master of Science in Marketing degree at the Federal University of Rio Grande do Sul (Brazil). She has also taught undergraduate students in several business-related courses in Brazil for almost three years.