Ricardo Villarreal

Ricardo Villarreal


Full-Time Faculty


Professor Ricardo Villarreal De Silva brings to USF years of experience in consumer behavior research and methodology. He was the lead researcher on two large consumer behavior studies that brought together experts in the advertising industry with his research expertise. That expertise started in multicultural marketing, where his theory of ethnicity provided great insight into understanding U.S. Hispanics’ consumer behavior. Recently, his work has focused on applying sophisticated statistical approaches to understanding media behavior, advertising, and e-retailing.

Dr. Villarreal believes San Francisco is the best place in the world for students to develop and apply strong marketing skills. After all, San Francisco is the city that believes in and supports freedom and exploration of thought.


  • Consumer Behavior
  • Media Behavior
  • Identity and Branding
  • Culture and Marketing
  • Research Methodology

Research Areas

  • Media Behavior
  • Consumer Behavior
  • Advanced analytics in media and consumer behavior
  • Multi-Cultural and Cross-Cultural consumer behavior


  • Chair, Marketing Department, 2019–2023
  • Faculty Development Funds Council, 2018–2026
  • Co-Chair, Faculty Development Committee, 2015-2019


  • PhD, Advertising, University of Texas at Austin, 2004
  • MBA, Texas A&M University at Corpus Christi, 1996
  • BA, Business Administration, University of the Incarnate Word at San Antonio, 1992

Prior Experience

  • 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

Selected Publications

  • Gutierrez Rodriguez, P. Villarreal, R., Cuesta, P. Blozis, S. (2020). "A PLS-SEM Approach to Understanding E-SQ, E-Satisfaction and E-Loyalty for E-Fashion Retailers in Spain." Journal of Retailing and Consumer Services (Accepted June 2020)

  • Thota, S. & Villarreal, R. (2020). "Is Ad Imitation the Sincerest Form of Flattery? An Investigation of the Effect of Hijacked Advertising Messages on Brand Attitudes." Journal of Consumer Marketing; March.

  • Blozis, S., Villarreal, R., Thota, S., & Imparato, N. (2019) "Using a Two-Part Mixed-Effects Model to Understand Daily, Individual-Level Media Behavior." Journal of Marketing Analytics, 7, (4), pp. 234-250.

  • Villarreal, R. & Blozis, S. (2015). "The Importance of the Analytic Approach to the Multigroup Ethnic Identity Measure In the Study of Hispanic Media Behavior." Journal of Cultural Marketing Strategy, Vol 1, No.1; inaugural issues.

  • Villarreal, R. (2014). "Improving Multicultural Marketing: Between-Group and Within-Group Segmentation Approaches." Journal of Brand Strategy: Special Issue on Multicultural Marketing, Vol, 3, (3), pp. 278-289.

  • "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.)