Marketing — Business Administration
Ricardo  Villarreal

Ricardo Villarreal

Associate Professor

Associate Professor Ricardo Villarreal De Silva brings to USF years of extensive research on ethnic identity and core cultural values in the consumer behavior of Hispanics in the U.S. Dr. Villarreal is an expert in multicultural behavior and collaborates with international food production companies on ad account planning projects.

Dr. Villarreal’s research presents and empirically tests a theory of ethnicity, which he defines as “the combined effects of ethnic identity and cultural values.” Expanding upon this research, he is presently integrating more sophisticated statistical methods that allow for modeling with latent variables, which may define subpopulations. Using ‘mixture modeling’ and two independent samples of both Asians and Hispanics, he hopes to provide better support and understanding of ethnicity theory and consumer behavior.

For students gravitating towards cross-cultural marketing or human behavioral studies, Professor Villarreal feels there’s no better location in the world to immerse oneself in ethnic explorations than San Francisco, a city whose collective mentality was born of cultural curiosity and a mission of acceptance.


Ph.D., Advertising, University of Texas at Austin, 2004
M.B.A., Texas A&M University at Corpus Christi, 1996
B.A., Business Administration, University of the Incarnate Word at San Antonio, 1992

Courses Offered
  • The following courses represent the last 3 years of teaching and do not represent the current course offerings.

The following list is a selection of recent publications and does not represent the entire body of research.

"Branding Implications of the Relationship between Hispanic Familism and Brand Related Behaviors: A Latent Variable Model Approach," Academy of Marketing Studies Journal, 2013

"The Concept and Marketing Implications of Hispanicness,"Journal of Marketing Theory and Practice, 2009 (with Peterson, R.A.)

"Hispanic Ethnicity and Media Behavior,"Journal of Advertising Research, Vol. 48, 2008 (with Peterson, R.A.)

"Understanding Adolescent Hispanic Consumers: Advertising and Branding Implications," Business Journal of Hispanic Research, Vol. 2, 2008 (with Blozis, S.A., and Jeong, J.J.)

Honors and Awards

Faculty Development Committee Award, USF, 2012


Assistant Professor of Marketing, School of Business and Economics, Sonoma State University, 2006 - 2009

Assistant Professor of Marketing, College of Business and Economics, University of Wisconsin at River Falls, 2005 - 2006

Ricardo Villarreal, University of San Francisco School of Management