Ricardo Villarreal, Ph. D.

Associate Professor, University of San Francisco School of Management

Dr. Villarreal is Associate Professor of Marketing at the University of San Francisco and received his Ph.D. from The University of Texas at Austin. Dr. Villarreal’s expertise is in segmentation in multicultural consumer behavior.  His research focuses on understanding how consumer segmentation, both within and between ethnic groups, is related to brand attitudes, brand loyalty, and media consumption. This unique research approach has been successfully applied to better understand consumer segmentation with Hispanic-Americans, African-Americans, and Asian-Americans. His work has been published in the Journal of Advertising Research, the Journal of Marketing Theory and Practice, the Journal of Brand Strategy, Applied Psychological Measurement, and a forthcoming publication in the inaugural issue of the Journal of Cultural Marketing Strategy.  Dr. Villarreal teaches Marketing Research, Integrated Marketing Communications, Brand Strategy, and Marketing Implications of Culture & Ethnic Identity.  He has worked closely with advertising and marketing research firms in San Antonio, Texas and Miami, Florida.

Select Articles

Villarreal, R., & Blozis, S. A. (2015). The importance of the analytic approach to the multi-group ethnic identity measure in the study of Hispanic media behavior. Journal of Cultural Marketing Strategy, 1(1), 32-44.

Blozis, S. A., & Villarreal, R. (2014). Analytic approaches to the multigroup ethnic identity measure (MEIM). Applied Psychological Measurement, 38(7), 577-580.

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.

Villarreal, R., Blozis, S. A., & Widaman, K. (2005). Factorial invariance of the Pan-Hispanic Familism Scale. Hispanic Journal of the Behavioral Sciences, 27, 409-425.

Conference Presentations

Blozis, S. A., & Villarreal, R. (2015). Describing trends in consumer media use through two-part models. A paper to be presented at the Society for Marketing Advances Conference, San Antonio, TX.

Blozis, S. A., & Villarreal, R. (2015). Pattern-mixture random-effects models for non-ignorable missing data in longitudinal studies.” An invited talk presented at the Annual Meeting of Western Users of SAS Software, San Diego, CA.

Villarreal, R., & Blozis, S. A. (2012). A latent variable modeling approach to understanding attitudinal and behavioral ethnic identity in Hispanic consumer behavior. A paper presented at the Academy of Marketing Science, New Orleans, LA.

Villarreal, R., Blozis, S. A. (2012). Hijacked advertising: Effects on attitudes toward the brand. A paper presented at the annual conference of the Society for Marketing Advances, Orlando, Florida.

Villarreal, R., & Blozis, S. A. (2011). Operationalizing Hispanic ethnicity: A latent variable and mixture modeling approach. A poster presented at the American Psychological Society Annual Convention, Washington, D.C.

Villarreal, R., Thota, S., & Blozis, S. A. (2010). An Investigation of the Effect of Hijacked Advertising Messages on Brand Attitudes. A paper presented at the Direct and Interactive Research Summit. San Francisco, CA.

Villarreal, R., Blozis, S. A., & Peterson, R. (2009). A structural equation model of Hispanic ethnicity: Implications for consumer behavior research. A poster presented at the
2009 American Psychological Society Annual Convention, San Francisco, CA.