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Photo of Hermosilla, Manuel

Manuel Hermosilla

Associate Professor

Department of Marketing


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Dr. Hermosilla is an Associate Professor of Marketing at UIC Business, where he teaches Marketing Analytics and Marketing Research. He is in an applied microeconomist with expertise in healthcare and business analytics. His research has been published in leading academic journals including Marketing Science, Management Science, Journal of Marketing, and Rand Journal of Economics. His work has been featured in national and international media outlets such as the New York Times, Vox, Axios, National Affairs, and the Hindustan Times. Dr. Hermosilla earned a PhD in Quantitative Marketing from the Kellogg School of Management at Northwestern University. Before joining UIC, he taught at Johns Hopkins University.

Please visit Dr. Hermosilla's personal website for more comprehensive and up to date information.

Selected Publications

  • Hermosilla, Manuel, and Andrew T. Ching. “Does Bad Medical News Reduce Preferences for Generic Drugs?.” Journal of Marketing (2023)
  • Dranove, David, Craig Garthwaite, and Manuel Hermosilla. “Does consumer demand pull scientifically novel drug innovation?.” The RAND Journal of Economics (2022 )
  • Hermosilla, Manuel. “Rushed innovation: Evidence from drug licensing.” Management Science (2021)
  • Hermosilla, Manuel, Fernanda Gutierrez-Navratil, and Juan Prieto-Rodriguez. “Can emerging markets tilt global product design? Impacts of Chinese colorism on Hollywood castings.” Marketing Science (2018)