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Jose Domingo Mora

faculty

Jos茅 Domingo Mora, PhD

Associate Professor / Chairperson

Management & Marketing

Curriculum Vitae

Contact

508-999-8955

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Charlton College of Business 219

Education

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

Teaching

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

Teaching

Programs

Teaching

Courses

Principal form and applications of advertising alternatives as a part of overall market strategy planning. Considerable emphasis is placed on applied problems which allow for student planning of advertising campaigns.

Strategy formulation for determining what marketing strategy can realistically accomplish, identifying internal and external factors that must be considered in developing longer term strategies, setting realistic marketing and financial objectives and organizing for successful implementation of strategies. Students undertake assignments that allow them to examine both successful and unsuccessful strategies.

Research

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. (2026).
    Journal of Business Research, 205
  • Mora, J. D. (2025).
    Journal of Current Issues & Research in Advertising, 1-25.
  • Mora, J.D. and Izadi, A. (2024).
    Journal of Electronic Commerce Research, 25, 171-190.
  • Mora, J. D. (2022).
    International Journal of Consumer Studies, 46, 636-652.
  • Mora, J. D. (2016).
    Social Context and Advertising Effectiveness: A Dynamic Study
    International Journal of Advertising, 35(2), 325-344.

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.