Associate 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...
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
Consumer Behavior, Media Behavior, Identity and Branding, Culture and Marketing, Research Methodology