Ximena Garcia-Rada, Texas A&M University – Consumers Value Effort Over Ease When Caring for Close OthersXimena Garcia-Rada, Texas A&M University – Consumers Value Effort Over Ease When Caring for Close Others

Caregiving is never easy. Ximena Garcia-Rada, assistant professor of marketing at Texas A&M University, determines that products to ease the burden aren’t always welcomed. I am an assistant professor of marketing at Mays Business School, Texas A&M University researching consumer behavior and well-being with an emphasis on close, personal relationships. ​I use a wide range of tools—laboratory […]