Ricardo Villarreal
Assistant Professor
Ricardo Villarreal De Silva is an expert in multicultural
consumer behavior. In the United States Ricardo has extensively
studied the role of ethnic identity and core cultural values in the
consumer behavior of U.S. Hispanics. Ricardo has collaborated with
leading advertising and consumer research firms in national studies
of Hispanic consumer behavior; as well as worked on several
advertising account planning projects with international food
production companies. His academic and professional work has been
supported by the advertising education foundation and the Visiting
Scholar, IC2 Institute. Ricardo came to University of San Francisco
in January of 2009 from Sonoma State University.
Education
Ph.D., Advertising, University of Texas at Austin, 2004
Teaching
- Marketing Research
- Retail Management
Publications
Villarreal, R & Peterson, R.A. "The concept and marketing
implications of Hispanicness." Journal of Marketing Theory and
Practice. (In Press).
Villarreal, R. & Peterson, R.A. (2008). "Hispanic ethnicity
and media behavior." Journal of Advertising Research, 48,
2, 179-190.
Villarreal, R., Blozis, S.A., & Jeong, J.J. (2008).
"Understanding adolescent Hispanic Consumers: Advertising and
branding implications." Business Journal of Hispanic
Research, 2, 62-47.
