Ricardo Villareal

Ricardo Villarreal

Associate Professor

Department Chair • Full-Time Faculty

(415) 422-4507 Malloy Hall, Room 218


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.

Chair, Marketing Department, 2019
Faculty Development Funds Council, 2018-
Co-Chair, Faculty Development Committee, 2015-2019
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
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
Consumer Behavior
Media Behavior
Identity and Branding
Culture and Marketing
Research Methodology
Media Behavior
Consumer Behavior
Advanced analytics in media and consumer behavior
Multi-Cultural and Cross-Cultural consumer behavior
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. DOI https://doi.org/10.1108/JCM-03-2019-3147

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. DOI https://doi.org/10.1057/s41270-019-00062-7

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.)