Wendy De La Rosa is an Assistant Professor of Marketing of the Wharton School. She co-founded Common Cents Lab, which works to improve financial well-being for low- to moderate-income people. She helped start Google’s first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across more than 30 teams. Her research interests include how consumers, particularly those that are low-income, perceive their resources, and how those perceptions inform their spending decisions. In the past, she was a researcher at Wharton and collaborated with Professor Adam Grant on research and application projects on organizational behavior, employee motivation, and burnout. She was also a private equity investor at Goldman Sachs.
De La Rosa’s work has been published in Scientific American, PBS Newshour, Forbes, and Tech Crunch and was named a Forbes “30 Under 30” honoree and a Daisy and Paul Soros scholar. She holds a PhD from Stanford’s Graduate School of Business focusing on consumer behavior as well as a bachelor’s in economics with a concentration in management and finance from Wharton. She graduated summa cum laude and Phi Beta Kappa. In her spare time, De La Rosa leads a monthly behavioral economic reading and discussion series.