Expertise DescriptionI have more than 20 years experience in the field of Consumer Research with expertise in retail, services, and consulting companies. I have experience with value drivers from omnichannel retailing, consumer and store atmosphere factors impacting the retail shopping experience, customer attitudes toward new consumer technologies being launched in retail and services industry environments (e.g., mobile, interactive, etc.), factors impacting customer loyalty, and consumers’ attitudes toward privacy and trust.
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My consulting experience includes technical definitions for retail entities; acculturation research design issues and research on consumer ethnic identity; development of training modules for retail industry consultants; development of market analysis for art gallery industry; Hispanic shopping behaviors; interactive teleshopping, and Hispanic and Mexican national shopping behaviors research.
My professional experience includes Managing Partner at a consulting firm specializing in consumer research, with prior experience as a Researcher and Professor.
My research employs various theoretical frameworks to investigate research questions that contribute to theoretical development and practitioner applications related to consumer decision-making regarding patronage of retail shopping venues for purchases of all types of consumer goods. This research has been funded by professional associations, private foundations, and government agencies such as International Business Machines, Inc., Marketing Science Institute, International Council of Shopping Centers Educational Foundation, Direct Marketing Educational Foundation, Direct Marketing Policy Center, and the United States Department of Agriculture.
I am published in numerous journals such as the Journal of Business Research, Journal of Retailing, Journal of Direct Marketing, International Journal of Retail and Distribution Management, Journal of Retailing and Consumer Services, The International Review of Retail, Distribution, and Consumer Research, the Journal of Marketing Channels and the Journal of Small Business Management.
I hold a Ph.D. in retail management from a distinguished university and took courses in consumer behavior as part of my Ph.D. training. In addition, I have taught numerous undergraduate-level and graduate-level courses offered by several different 4-year U.S. universities which contained substantial segments related to consumer behaviors including decision-making in the context of retailing.
|Ph.D.||Retail Management||Purdue University|
|M.S.||Education||University of Arizona|
|B.S.||Merchandising||University of Arizona|
Awards & Affiliation
|Academy of Marketing Science|
|American Collegiate Retailing Association|
|American Marketing Association|
Academy of Marketing Science