Julio Sevilla is an assistant professor at UGA's Terry College of Business

Julio Sevilla

  • Associate Professor, Department of Marketing


  • PhD, Marketing, University of Miami, 2013
  • MBA, International Business, Florida International University, 2008
  • BS, Industrial Engineering, Universidad Americana (Managua, Nicaragua), 2005

Research Interests

  • Consumer behavior
  • Consumption & Retailing/Packaging
  • Numeric Cognition/Pricing
  • Multicultural/Political Marketing


Journal Articles

  • Ton, Lan Anh N., Rosanna K. Smith, and Julio Sevilla (2023), “Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products,” Forthcoming at Journal of Marketing.
  • Lai, Edward, Julio Sevilla, Mathew Isaac and Rajesh Bagchi (2023), “The Easy Addendum Effect: When Doing More Seems Less Effortful,” Forthcoming at Journal of Applied Psychology.
  • Sample, Kevin L., John Hulland, Julio Sevilla and Lauren Labrecque, “The Design Communications Assessment Scale (DCAS): Assessing and Adjusting the Effectiveness of Product Design Communications,” Journal of Marketing Research, (Forthcoming).
  • Isaac, Mathew S., Julio Sevilla, and Rajesh Bagchi (2022), The Commission Effect: Framing Affects Perceived Magnitude of Identical Payouts,” Journal of Experimental Psychology: Applied. https://doi.org/10.1037/xap0000441.
  • Vanbergen, Noah, Caglar Irmak and Julio Sevilla (2020), “Product Entitativity: The Effect of Assortment Quantity on Expected and Actual Product Efficacy,” Journal of Consumer Research, Vol. 47 (August), 192-214.
  • Sevilla, Julio and Robert J. Meyer (2020), “Leaving Something for the Imagination: The Effect of Visual Concealment on Preferences,” Journal of Marketing, Vol. 84 (July), 109-126.
  • Salerno, Anthony and Julio Sevilla (2019), “Scarce Foods are Perceived as Having More Calories,” Journal of Consumer Psychology, Vol 29 (July), 472-482, Vol. 78 (December), 103750.
  • Sevilla, Julio, Joy Lu and Barbara E. Kahn (2019), “Maximizing Enjoyment Over Time: The Interplay Between Variety-Seeking and Satiation,” Journal of Consumer Psychology, Vol 29 (April), 89-103.
  • Sevilla, Julio, Mathew Isaac and Rajesh Bagchi (2018), “Format Neglect: How the Use of Numerical Versus Percent Rank Claims Influences Consumer Judgments,” Journal of Marketing, Vol. 82 (6), 150-164.
  • Sevilla, Julio, Jiao Zhang and Barbara E. Kahn (2016), “Anticipation of Future Variety Reduces Satiation from Current Experiences,” Journal of Marketing Research, 53(6):954-968.
  • Sevilla, Julio and Claudia Townsend (2016), “The Space-to-Product-Ratio Effect: How Interstitial Space Influences Product Aesthetic Appeal, Store Perceptions and Product Preference,” Journal of Marketing Research, 53(5):665-681.
  • Sevilla, Julio and Joseph P. Redden (2014), “Limited Availability Reduces the Rate of Satiation,” Journal of Marketing Research, 51(2):205-217.
  • Sevilla, Julio and Barbara E. Kahn (2014), “The Completeness Heuristic: Product Shape Completeness Influences Size Perceptions, Preference and Consumption,” Journal of Marketing Research, 51(1):57-68.