People

“Finding an advisor who you really click with and who is willing to support your research interests is absolutely key.”

As an undergraduate in business administration at the Universidad de Lima in her native Peru, Ximena Garcia-Rada (she/her) hadn’t yet considered the idea of doctoral studies. Even when professors from her MBA program at INCAE business school in Central America suggested that she consider a doctorate, she preferred to gain some industry experience first. “I went on to spend two years in marketing consulting,” Ximena explains. “During this time, I realized how much I enjoyed the intellectual challenge of my job; I was more interested in figuring out the solution than I was in implementing it, which suggested that research would be a good fit for me.”

Ximena put her theory to the test by accepting a position as a Research Associate at the Center for Advanced Hindsight at Duke University, working with Professor Dan Ariely on issues related to consumer behavior and moral decision-making. She developed a strong interest in behavioral economics and set her sights on business school doctoral programs where she could engage in research that would have important theoretical and practical implications.

The HBS Marketing program has proven to be an ideal choice for Ximena, first and foremost because of the relationship that she has built with her advisor, Professor Michael I. Norton. “Mike is an extraordinary researcher and a remarkable human,” she explains. “Finding an advisor who you really click with and who is willing to support your research interests is absolutely key.”

Ximena has been particularly impressed by the outstanding resources available to HBS doctoral students. “‘No’ is simply not an answer here. If there is something you want to do—access a specific data set or pursue a line of research—faculty and staff will help you figure out how to make it happen.”

Research

Ximena’s research focuses primarily on consumer behavior in the context of close, personal relationships. She considers how the experiences consumers share with their friends and family members affect those relationships. She is also investigating the ways in which couples discuss financial matters with each other and the factors that influence caregivers’ purchasing decisions.