Raquel Castaño
Associate Provost for Faculty Development at Tecnológico de Monterrey and professor at the Department of Marketing and Business Intelligence at EGADE Business School
+52 (81) 8625 6000 ext. 6177
Pasión por la educación y la investigación.

Professor Castaño has had an outstanding academic career as a professor and researcher in marketing and consumer behavior. Her research focuses on adopting new products and brands, the cultural meaning of consumption, and decisions affecting consumer well-being. Her research works have been published in the Journal of Marketing Research, Journal of Consumer Psychology, Marketing Letters, and Journal of Consumer Marketing, among others.

Among her main achievements as a researcher is the publication of the article “Managing Consumer Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulation,” highlighted in the Journal of Marketing Research. Likewise, a version related to the article “How we relate to brands: Psychological and insights into consumer-brand relationships,” published in the Journal of Consumer Psychology, obtained an award from the American Marketing Association in 2012 as the best work in Psychology and Consumer Behavior. She is a National System of Researchers of CONACYT, Level II member.

At EGADE Business School, she has been Dean of Faculty, Director of the Monterrey campus, Academic Director, and Director of the Master's Degree in Marketing. In the corporate sphere, she has held several management positions at GAMESA Corporate. In the corporate field, she has occupied several managerial positions in GAMESA Corporation.

    • Ph.D. in Marketing
      Tulane University
    • Master in Management
      Tulane University
    • Master in Marketing
      Tecnológico de Monterrey
    • M.A.
      Tecnológico de Monterrey 
  • Conacyt-Sistema Nacional de Investigadores, Investigador Nacional Nivel II
  • Reconocimiento del Tecnológico de Monterrey y de su Comunidad de Ex Alumnos a la Trascendencia de la Labor Formativa
  • Premio a la Labor Docente y de Investigación (2009 y 2005).  Tecnológico de Monterrey, Campus Monterrey
  1. Flores, D.; Reimann, M.; Castaño, R.; & López, A. (2019) "If I Indulge First, I Will Eat Less Overall: The Unexpected Interaction Effect of Indulgence and Presentation Order on Consumption". Journal of Experimental Psychology: Applied, 25 (2) 162-176
  2. Perez, M., Quintanilla, C., Castaño, R. and Penaloza, L. (2019), "Inverse socialization with technology: understanding intergenerational family dynamics", Journal of Consumer Marketing, Vol. 36 No. 6, pp. 818-826.
  3. Nuñez, S. & Castaño, R. (2018) Building brands in emerging economies: A consumer-oriented approach in Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications. IGI Global.
  4. Castaño, R.  (2018) Consumer Behavior on Social Media: A Thematic Exploration and an Agenda for Future Inquiry in Business Governance and Society Analyzing Shifts. Springer International Publishing.
  5. Castaño, R. & Flores, D. (2018) Consumer Behavior in Emerging Markets in  Oxford Handbook on Management in Emerging Markets. Oxford University Press.
  6. Rajagopal & Castaño, R. (2018) Social group influences in Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications. IGI Global.
  7. Castaño, R. & Núñez, S. (2018) Shifting Consumption Experiences to the Digital World in Start-Up Enterprises and Contemporary Innovation Strategies in the Global Marketplace. IGI Global.
  8. Martin Reimann, Sandra Nuñez, and Raquel Castaño (2017), Brand-Aid, Journal of Consumer Research, 44(3), pp. 673-691
  9. Edgardo Ayala, David Flores, Claudia Quintanilla and Raquel Castaño (2017), “Daily use of time, personal characteristics and experienced well-being”, Journal of Consumer Marketing, 34(2).
  10. Rajagopal, Raquel Castaño & David Flores (2016) “Consumers and Markets: Analyzing Behavioral Shifts and Emerging Challenges” Nova Publishers, New York.
  11. Castaño, Raquel and María Eugenia Pérez, (2015) Can you love counterfeit goods? Attitudes towards bogus and genuine products, Strategic Direction, 31(5), 1-3 
  12. Rajagopal & Raquel Castaño (2015) “Understanding Consumer Behavior and Consumption Experience” IGI Global, New York.