Welcome to my Research Page
This section is further organized by research interests, current projects, and grant work. Obviously, you can also see a synopsis of all of this in my CV. Send me an email (click above), if you have a comment or question.
In general, I would describe my research program as centering on two interrelated paths— intercultural social advocacy promotions and designing campaigns that improve the way social and health-oriented messages are received by and are beneficial to recipients. The majority of my research projects (and thus my areas of expertise) converge on two interrelated topics: - Dissemination of mass-mediated communication toward culturally diverse and disenfranchised population segments.
- Analysis of current health marketing and prevention efforts (strategy, message) and exploration of new ways to communicate with/reach relevant target audiences.
Coherence of My Work
The majority of my research projects have focused on one of two interrelated topics: advertising/ promotional mass-mediated communication toward culturally diverse population segments and social, ecological or health marketing and prevention efforts.
I have authored or co-authored several works on cross-cultural advertising/corporate communication or consumer analysis.
I am interested in identifying the attitudinal predispositions and message cues that render a message more successful or, at least, targeted. For example, I have studied similarities and differences among Hispanic consumer behaviors to understand how these patterns affect brand advertising, as well as how best to respond to this as an advertiser/promoter.
I also have authored or co-authored several works in the area of social marketing, specifically on environmental and health campaigns. The majority of these studies examine particular issues or problems (e.g., obesity, recycling) and theoretical approaches (e.g., fear appeals, efficacy appeals). Cross-cultural phenomena are integrated in my body of work because disease prevention and prosocial campaigns show different results for different cultural groups due to differences in cultural values.
I find it also imperative to continue my attendance at related international conferences, publication in international outlets, and exchange with international scholars on these topics.
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