José Domingo Mora, PhD

Associate Professor

Management & Marketing

Curriculum Vitae



Charlton College of Business 219


2010Simon Fraser UniversityPh.D in Marketing
1995University of Southern CaliforniaM.A. in Communication Management
1992Universidad Central de VenezuelaB.S. Communication, B.S. Biology


  • Marketing strategy
  • Advertising
  • Marketing research
  • Promotional strategy
  • Principles of marketing


Research Interests

  • Marketing communication
  • Social context of exposure and consumption
  • Social influence and group behavior
  • Statistical modeling of consumer behavior

Select publications

Mora, J. D. (2016).
Social Context and Advertising Effectiveness: A Dynamic Study
International Journal of Advertising, 35(2), 325-344.

Mora, J. D., Ho, J., & Krider, R. E. (2015).
Who Decides What to Watch on TV at Home? Insights from People-Meter Data in Mexico
Journal of Advertising Research, 55(1), 22-36.

Mora, J. D. and Gonzalez, E. M. (2016).
Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico
Journal of Retailing and Consumer Services, 28, 228-239.

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