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MesFechaHorarioSalaLugarTituloÁreaAbstractInvitado/aPersonal WebsiteFEN Short note
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Enero14 Enero12:30H103FENUnstructured Data in Social Media Marketing: Insights on Measurements, Modelling, Mediation and AppsMarketingThis presentation shares insights on how to use unstructured data (UD) for social media marketing research. I will discuss my experiences with developing measurements from multimodal content (e.g., using Vision Transformers and GenAI), exploring mediation effects in field data, and addressing modeling considerations such as endogeneity and robustness checks. The session will also highlight how research findings can be translated into interactive, research-driven apps that foster both academic replication and practical implementation. To illustrate these ideas, I will present four recent projects in which I have used text, audio, and images to understand behavioral outcomes. These projects address timely marketing topics, including optimizing images and text overlays in brand posts, the role of virtual influencers, conversational podcasts, and customer experience derived from online reviews. Collectively, these examples demonstrate diverse approaches to constructing quantitative studies that generate actionable insights for social media marketing.
Francisco Villarroel, University of Bolognahttps://www.unibo.it/sitoweb/francisco.villarroel/cv-enhttps://negocios.uchile.cl/nuevas-fronteras-del-marketing-analitico-evidencia-inteligencia-artificial-y-datos-no-estructurados/
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Enero14 Enero14:00H103FENThe design of fast delivery as a strategic advantageOperationsCustomers value fast deliveries and a reliable service. Platforms offering such a service need to carefully design their processes to provide a reliable service in an efficient manner. I explore service design strategies including customer interfaces, communication, and incentive design as means to efficiently improve fast deliveries.Natalie Epstein, Yale School of Managementhttps://www.natalieepstein.com/
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Enero20 Enero14:00H103FENPersuasion Effects of AI-Generated Marketing CommunicationMarketingIs persuasive power a human trait or a design feature? Artificial intelligence has increasingly been developed to mimic human processes, a trend reflected in the theorization of AI perceptions. Frameworks such as Mind Perception Theory and the Stereotype Content Model, originally developed to describe human social cognition, are now frequently used to explain the effects of increasingly anthropomorphized AI agents. In this seminar, two projects will be presented exploring the differing perceptions and persuasion effects of human- and AI-generated content.
The first project examines how perceptions of human-like virtual influencers depend on their content agency. Specifically, we investigate how human- versus AI-generated influencer content impacts perceived warmth and competence, which subsequently affects consumers’ intentions to engage in sustainable fashion behaviors.
The second project explores how the use of «thinking and reasoning» cues by AI agents affects sustainable food choices. This study highlights a dual effect: how these cues can simultaneously increase perceived credibility and user frustration.
Collectively, these studies show that human- and AI-generated content result in comparable persuasion effects, suggesting that these outcomes are closely linked to AI design strategies intended to mimic human processes.		Ana Isabel Loureiro Lopes, VU Amsterdamhttps://vu.nl/en/research/scientists/ana-isabel-loureiro-lopeshttps://negocios.uchile.cl/cuando-la-inteligencia-artificial-persuade-como-un-humano-investigadora-de-vrije-universiteit-amsterdam-analiza-su-impacto-en-el-marketing/
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Marzo10 de Marzo14:00H103FENCan consumer attitudes influence the way we perceive and connect with others? MarketingDespite living in a digitally connected world, loneliness and social isolation remain pressing issues in many developed countries. Could our consumer attitudes be influencing how we connect with others? In this talk, I will present key findings from my past and ongoing research on the relationship between materialistic values and social well-being, defined by meaningful interpersonal connections and a sense of belonging. I will begin by discussing insights from a recent meta-analysis on this link, followed by a second study that explores the cognitive mechanisms driving these effects. Finally, I will introduce my current projects, which examine cross-cultural differences in how materialistic individuals are perceived and the broader implications of social networks on the endorsement of materialistic values. (Fondecyt 1230626)Olaya Moldes, Cardiff Universityhttps://scholar.google.com/citations?user=CI6CtOAAAAAJ&hl=es&oi=aohttps://negocios.uchile.cl/puede-el-marketing-influir-en-como-percibimos-a-los-demas-investigadora-de-cardiff-university-analiza-el-impacto-social-del-materialismo/
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Marzo17 de marzo14:00H103FENHigh-Fidelity Social LearningManagement Social learning has been shown to be more prevalent within organizations rather than across. To explain this regularity, prior research points mostly to structural conditions prevalent inside organizations, such as proximity or organization-specific language. We complement these explanations with an individual-based view: people display a behavioral disposition for high-fidelity social learning (i.e., copying with high accuracy from others) when learning from members of their own organization (and not from outside sources). First, we use a simple formal model from cultural evolution to justify why this behavioral disposition would have evolved to become a part of our norms and/or psychology. Then, we use a pre-registered field experiment to provide empirical support for this individual-level disposition. In our experiment, we document a significant increase in social learning when doing so from fellow organizational members, of which 75% can be attributed to high-fidelity social learning. This effect trumps prestige-biased social learning and, consistent with a predisposition, it seems to operate through sentiments and not reason. (Authors: Poblete, J., Brahm, F., Macera, R.)Joaquín Poblete, PUChttps://sites.google.com/site/joacopoblete/https://negocios.uchile.cl/el-aprendizaje-social-de-alta-fidelidad-redefine-como-se-construye-la-cultura-organizacional/
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Abril14 de Abril14:00H103FENPolitical ApportionmentManagementThe question of how to allocate seats in a body of representatives is one of the most fundamental tasks in the political organization of modern societies. In the apportionment problem, we are given the population of each state and the house size, and the goal is to design a method to allocate a certain number of seats to each state. Two fundamental properties designed to avoid the famous “Alabama paradox” and “population paradox” are monotonicity and proportionality. A method is house-monotone if no state receives fewer seats when the house size increases, and is quota-compliant if each state receives the exact proportional value, rounded up or down. In this talk, we survey recent results in this space, including deterministic and randomized apportionment methods and generalizations to multiple dimensions, where we want to obey certain marginals, for instance, with respect to political, geographical, or gender considerations.José Correa, DII U Chilehttps://www.dii.uchile.cl/quien/jose-rafael-correa/https://negocios.uchile.cl/como-se-reparten-los-escanos-en-chile/
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Abril22 de Abril14:00H103FENWho Wins and Who Loses In Prediction Markets?FinanzasWe study trading gains and losses on Polymarket, the world's largest prediction market platform, using a comprehensive dataset of more than 1.4 million users from 2022 to 2025, totalling over $20 billion in volume across 70 million trades. We document a striking profit concentration: the top 1% of users capture 84% of all trading gains. Gains flow almost entirely to sophisticated traders who outperformed market-implied probabilities. Long-shot betting drives loss concentration, while market-making strongly predicts positive performance. Our results suggest that the informational benefits of prediction markets come at a cost to unsophisticated participants.Charles Martineau, University of Torontohttps://www.charlesmartineau.com/https://negocios.uchile.cl/el-1-de-los-inversionistas-concentra-la-mayoria-de-las-ganancias-en-mercados-de-prediccion/
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Mayo5 de Mayo14:00H103FENNot a free choice: Gender norms, role-norm incongruence, and the wellbeing penalty of full-time maternal employment in EuropeGestión de PersonasDespite high rates of female labor force participation across Europe, employed mothers continue to report substantially lower subjective wellbeing than employed fathers — a gap that existing work-family theory has documented but not fully explained. Drawing on Role Theory, Social Role Theory, and Institutional Theory, we propose that this asymmetry reflects role-norm incongruence: the psychological and social burden generated when full-time maternal employment is perceived as incompatible with the prescriptive expectations of intensive motherhood. We further argue that this incongruence is socially amplified in societies with traditional gender norms, generating cross-national heterogeneity in the wellbeing costs of combining employment and caregiving. Using data from the fifth wave of the European Values Study (EVS, 2017–2021) — approximately 30,000 employed individuals across 36 European countries — and employing OLS regression with country fixed effects, propensity score matching, and difference-in-differences analyses, we find that full-time employment significantly attenuates the positive association between caregiving and subjective wellbeing for women but not for men, and that this effect is concentrated in societies with traditional gender norms and disappears in egalitarian contexts. A robustness analysis confirms that the mechanism operates through country-level social norms rather than individual gender role attitudes. These findings advance Role Theory and Social Role Theory by identifying role-norm incongruence as a theoretically distinct mechanism generating gendered wellbeing asymmetries and contribute to the cross-national work-family literature by demonstrating that the wellbeing costs of full-time maternal employment are culturally produced and therefore not inevitable.María José Bosch, ESE Business Schoolhttps://www.ese.cl/ese/academico/full-time/maria-jose-bosch/2018-04-04/133907.htmlhttps://negocios.uchile.cl/no-es-una-eleccion-libre-estudio-revela-el-costo-oculto-del-trabajo-a-tiempo-completo-en-madres-en-europa/
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MAyo19 de Mayo14:00H103FENAnalytics, Operations, and the Nationwide Rollout of Nirsevimab in ChileBusiness AnalyticsIn early 2024, Chile undertook a monumental public health challenge by becoming the first country in the Southern Hemisphere to implement a universal immunization strategy against Respiratory Syncytial Virus (RSV) using the long-acting monoclonal antibody, Nirsevimab. While the medical community focused on the clinical efficacy of the drug, the success of this nationwide rollout was fundamentally an operational and analytical triumph. This talk bridges the gap between stochastic modeling and large-scale healthcare management, illustrating how data-driven decision-making can transform public policy into life-saving action.

The presentation explores the comprehensive "analytics-to-impact" pipeline developed by our transdisciplinary team of engineers and clinicians. We began by utilizing high-resolution national databases to conduct a robust counterfactual analysis, allowing us to project health outcomes and cost-savings long before the campaign began. This evidence-based foundation was critical for securing policy adoption and optimizing resource allocation across the national health system.

Furthermore, we detail the methodological frameworks used to assess the real-world effectiveness of the strategy during its high-stakes first season. By examining the impact on ICU admissions and healthcare utilization through the lens of operations management, we reveal how engineering principles can mitigate the uncertainties of a boiling market and high-demand healthcare environments. We conclude by discussing the "virtuous cycle" of collaboration between academia, the Institute of Complex Engineering Systems (ISCI), and the public sector, offering a blueprint for how business school disciplines can lead the charge in solving the world’s most pressing healthcare crises.		Danis Sauré, DII U Chilehttps://www.dii.uchile.cl/quien/denis-saure/https://negocios.uchile.cl/de-la-crisis-respiratoria-al-analisis-avanzado-de-datos-el-caso-chileno-de-nirsevimab-como-laboratorio-de-politica-sanitaria/
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Mayo26 de Mayo14:00H103FENDemystifying Circular Economy Implementation: Evidence from a Large-Scale Survey of Latin American FirmsManagement The circular economy (CE) is widely promoted as a pathway to decouple economic activity from environmental degradation, yet large scale firm adoption remains low and empirical evidence is concentrated in the Global North, where coercive regulation is typically cast as the dominant institutional driver. Whether this canonical pressure hierarchy travels to weak-enforcement contexts remains unresolved. This study examines which institutional pressures actually drive CE implementation in Latin American firms, and whether internal capabilities or external embeddedness better explains adoption. Integrating institutional theory and the dynamic capabilities view, we draw on survey data from 1,079 large firms across Chile, Colombia, Argentina, Brazil, and Mexico, analyzed through confirmatory factor analysis and covariance-based structural equation modeling (CB-SEM) across eight specifications. Institutional pressures robustly predict CE implementation, but their composition inverts mainstream expectations: normative and mimetic pressures dominate, coercive regulatory pressure underperforms, and coercive market pressure is effectively dormant. Dynamic capabilities show a null effect, and institutional pressures significantly buffer the negative effect of implementation barriers. These findings establish a boundary condition for dynamic capabilities theory and reframe CE adoption in emerging economies as institutionally embedded, driven by normative and mimetic forces rather than state coercion.Tomás Santa María, UDDhttps://negocios.udd.cl/persona/tomas-santa-maria/
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Junio2 de Junio14:00H103FENThe impact of pay-for-performance on teams: Evidence from a natural experiment*ManagementWhile the impact of pay-for-performance on individuals in well-understood, the same is not true for its impact on team productivity. Exploiting a natural experiment, we find that pay-for-performance improves productivity by 20% on individuals but has a null effect on teams. We calibrate a theoretical model to show that the null effect on teams is not because pay-for-performance loses its effectiveness in teams due to free-riding—in fact, free-riding is strongly counteracted by effort complementarity in our setting. The null effect emerges because teams with fixed wages display larger social incentives than teams with pay- for-performance. These higher social incentives seem to be arising from teams with fixed wage being more reactive to rivals’ performance than teams with pay-for-performance.Francisco Brahm, London Business Schoolhttps://sites.google.com/site/fcobrahm/francisco-brahm-research-site
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Junio 16 de junio14:00H103FENMarketing as an Instrument for Inequity Belief: Conceptualization, Scale Development, and ValidationMarketingScholars and practitioners have long sought to understand consumers' negative perceptions of marketing. Most explanations rely on consumers' lay beliefs rooted in the idea that marketing drives sales and influences consumption in ways convenient for firms but not for them. However, modern consumers’ concerns go beyond consumption; they also care about how businesses and their marketing strategies affect society. Thus,
the previously described beliefs do not fully capture the concerns of these socially conscious consumers. This research addresses this gap by conceptualizing and developing a measurement scale for the lay belief that marketing strategies are used to legitimate and perpetuate social inequity, the “Marketing as an Instrument for Inequity Belief.” In seven studies, this research demonstrates the convergent, content, experimental, discriminant, and predictive validity of the measurement, as well as its relationship with important consequences such as a reduction in consumers’ confidence to advocate for their rights during marketplace interactions, and an improved attitude toward radical actions such as boycotts against brands. This construct and its scale offer new opportunities for marketers, scholars, and policymakers to better understand negative consumers' beliefs about marketing and how it influences their relationships with the marketplace.		Ignacio Vargas, University of North Texashttps://scholar.google.com/citations?user=F57maykAAAAJ&hl=es
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Junio23 de Junio14:00H103FENValue Creation and Appropriation Dynamics: Evidence from a Multi-Stakeholder AnalysisManagementA central concern in strategy research is understanding how organizations create value and how that value is distributed among stakeholders. These issues matter because they directly shape firm performance. In this paper, we examine how exogenous shocks to a firm’s value creation capacity affect the value captured by different stakeholder groups. The exogenous nature of these shocks ensures that no specific stakeholder group can be held responsible for the changes in value creation, enabling a clearer assessment of how appropriation dynamics unfold. We focus on stakeholders that materially contribute to firm operations, including employees, suppliers, shareholders, creditors, and energy providers. Our empirical setting is the mining industry, where we have detailed data on the world’s largest copper mines. Our results indicate different patterns of value appropriation for the different stakeholder groups. Results also show that the sensitivity of each stakeholder group to external value creation shocks is asymmetric for positive and negative shocks. Jorge Tarzijan, PUChttps://economiayadministracion.uc.cl/docentes/jorge-tarzijan/
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Julio7 de Julio14:00H103FENEntity NeuteringFinanzasCutting-edge LLMs are trained on recent data, creating a concern about look-ahead bias. We propose a solution called entity neutering: using LLMs to find and remove all identifying information from text. Our procedure uses an LLM agent that iteratively (i) masks entity-related terms and (ii) paraphrases the text until an independent LLM fails to recognize the target company from the text. In a sample of over 500,000 financial news articles we verify that, after neutering, ChatGPT and other LLMs identify the subject firm at the rate of random chance. Among the unidentified articles, the sentiment extracted from the raw text and the neutered text agree more than 90% of the time and have similar return predictability, with the difference providing an upper bound on look-ahead bias. We also demonstrate entity neutering on longer texts: MD&As and earnings call transcripts. Overall, the evidence suggests that LLMs are able to effectively neuter text while maintaining semantic content. For look-ahead bias, LLMs can be both the problem and the solution.William Mullins, UC San Diegohttps://willmullins.net/
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Julio9 de Julio14:00H103FENNot All Employee Volunteering Is Equal: Corporate-Sponsored Versus Personal VolunteeringGestión de PersonasEmployee volunteering is widely assumed to benefit both employees and organizations, but prior research often treats volunteering as a unitary activity. We argue that this obscures an important distinction between volunteering employees pursue independently and volunteering sponsored by their employing organization. Personal volunteering is likely to be meaningful because it is often self-directed, autonomy-supportive, and aligned with employees’ personal values. Corporate-sponsored volunteering, however, may generate additional benefits because it links prosocial action to the organization, strengthening organizational pride, identification, and reciprocity. Across four complementary studies—a meta-analysis of 87 independent samples with over 105,000 individuals, nationally representative U.S. Census data, a field study of volunteers in an entrepreneurship training program, and an organizational-level study of aspiring B Corporations—we compare the outcomes of corporate-sponsored and personal volunteering. Across the first three studies, corporate volunteering is more strongly associated with favorable organizational outcomes than personal volunteering. Effects for personal outcomes are also generally stronger for corporate volunteering, although more nuanced across outcomes. At the organizational level, corporate volunteering is positively associated with retention. Together, the findings suggest that employer sponsorship is not merely a contextual detail, but an important feature of employee volunteering associated with different organizational and personal outcomes, offering both theoretical and practical implications for the design of corporate social impact initiatives and strategic use as organizational interventions.Katerina Gonzalez, Suffolk Universityhttps://www.suffolk.edu/academics/faculty/k/a/katerina-gonzalez
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Noviembre17 de novManagement Erica Salvaj, Universidad San Andrés, Argentinahttps://udesa.edu.ar/cuerpo-docente/erica-helena-salvaj
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