Jose Domingo Mora


, PhD

Associate Professor / Chairperson

Management & Marketing

Curriculum Vitae



2010Simon Fraser UniversityPhD in Marketing
1995University of Southern CaliforniaMA in Communication Management
1992Universidad Central de VenezuelaBS Communication, BS 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

See curriculum vitae for more publications

  • Mora, J. D. (2022).
    Does consumption make company better? An activity and companionship model of experienced utility
    Internation Journal of Consumer Studies, 46, 636-652.
  • Mora, J. D. (2021).
    How Internet Penetration Affect Local B&M Retailers
    Marketing Management Journal, 31:1, 25-32.
  • Mora, J. D. (2016).
    Social Context and Advertising Effectiveness: A Dynamic Study
    International Journal of Advertising, 35(2), 325-344.
  • 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.
  • 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.

José-Domingo Mora, PhD is an associate professor at UMass Dartmouth. His scholarship encompasses advertising and consumer behavior using statistical modelling and surveys. He is interested in how being with others shapes responses to advertisements, choice, amount and variety of consumption, and the consumption experience. Dr. Mora came to academia after almost 15 years of industry experience in television audience research, media agencies and broadcast television, as well as public affairs in the oil industry, and new product development with P&G. His research has been published in the International Journal of Consumer Research, Journal of Advertising Research, Annals of Tourism Research, and the International Journal of Advertising, among other prestigious outlets.