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Verónica Martín Ruiz

Assistant Professor



PhD in Marketing with minor in Psychology, Iowa State University, 2021
MBA, concentration in Marketing, Iowa State University, 2014
MA Translation and Localization Management, Middlebury Institute of International Studies, 2008
Ph.D. Translation and Interpretation Processes (a.b.d.), Universidad de Granada (Spain), 2004
BA Translation and Interpretation, Universidad de Granada (Spain), 2002

Academic Appointments

Assistant Professor of Marketing, UMass Amherst, 2021-current

Recent Honors / Awards

Winner Thomas C. Kinnear/Journal of Public Policy & Marketing Award, 2024
Inducted into Beta Gamma Sigma, International Business Honors Society - PhD, 2021
Global Women in Marketing Award, Winner, Multicultural Marketplaces TCR team award, 2020
Fellow, 6th AMS Annual Academy of Marketing Science (AMS) Doctoral Consortium, 2020
Fellow, 3rd Annual PhD Project-Baruch Research Symposium, New York, 2020
Rama and Sridhar Ramaswami Marketing Research Excellence Award, 2020
AMA Foundation Valuing Diversity Ph.D. Award, 2019
Fellow, 27th Annual Robert Mittelstaedt Doctoral Symposium, University of Nebraska-Lincoln, NE, 2018

Research Interests

Consumer Behavior
Cultural norms (honor, dignity, tightness-looseness) in healthcare and retail settings
Transformative Consumer Research
Multicultural markets
Diversity, Inclusion and Equity
Research Methods for Cultural Research

Teaching Interests

  • Consumer Behavior
  • Principles of Marketing
  • DEI in Marketing

Selected Publications

Galalae, C., Kipnis, E., Cui, C.C., Johnson, E. Licsandru, T., Vorster, L., Demangeot, C., Kearney, S., Mari, C., Martín Ruiz, V., Pullig, C., and Lindsey-Warren, T.M. (2022), "A multi-contextual lens on racism and discrimination in the multicultural marketplace," Journal of the Association for Consumer Research, 8 (1), 11-20, (ahead of print)

Eva Kipnis, Catherine Demangeot, Chris Pullig, Samantha Cross, Charles Cui, Cristina Galalae, Shauna Kearney, Tana Licsandru, Carlo Mari, Verónica Martín Ruiz, Samantha Swanepoel, Lizette Vorster, and Jerome Williams (2021), “Institutionalizing Diversity and Inclusion Engaged Marketing (DIEM) for Multicultural Marketplace Wellbeing.” Journal of Public Policy and Marketing, 40 (2), 143-164,

  • Winner of the Thomas C. Kinnear/Journal of Public Policy & Marketing Award that recognizes a JPP&M article that has made the most significant contribution to the understanding of marketing and public policy issues within a three-year time period.