Norma A. Mendoza, Ph.D.

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1 4110 Rio Bravo Suite 106 El Paso, TX Phone Norma A. Mendoza, Ph.D. Professional History President and CEO MerKadoTeknia Research & Consulting LLC Full service marketing research and marketing strategy consulting. MerKadoTeknia Research and Consulting is the only full-service marketing agency in the Paso del Norte Region. We provide nationwide consulting services, training and workshops on Hispanic Marketing Strategy. As a valued partner to advertising agencies and their clients, MKT participates in the crafting of marketing strategy for national brands, advising on aspects of social media, branding, advertising, and audience segmentation, among others. El Paso, Texas July Present Research Director, Consumer Insights Department Lopez Negrete Communications Managed research projects for clients such as Wal-Mart, Tyson Foods, Bank of America, VISA, GEICO and others. Supported account management teams by designing studies and survey instruments based on client needs and objectives. Identified research vendors and negotiated contracts; oversaw project execution. Collected primary data and performed qualitative and quantitative analyses. Worked with secondary data sources (e.g., Simmons Choices). Evaluated research findings, identifying actionable insights to support strategy; drafted reports and gave presentations to account teams and clients. Supervised research staff. February 2005-July 2005 Academic Employment History Assistant Professor, Department of Marketing and Management College of Business Administration, University of Texas at El Paso El Paso, Texas August 2007-May 2011 Assistant Professor, Department of Marketing and Management Cameron School of Business, University of Saint Thomas August 2006-August 2007 Visiting Assistant Professor, Department of Business Administration and Marketing Cameron School of Business, University of Saint Thomas August 2005-July 2006

2 MBA Lecturer, Marketing Department Jesse H. Jones Graduate School of Management, Rice University January -May 2006 Marketing Instructor, Management and Marketing Department Sam Houston State University, University Center Campus August 2004-May 2005 Assistant Professor, Department of Marketing and Logistics Sam M. Walton College of Business, University of Arkansas Fayetteville, Arkansas August 2000-June 2004 Visiting Assistant Professor, Department of Marketing and Logistics Sam M. Walton College of Business, University of Arkansas Fayetteville, Arkansas August 1998-June 2000 Research and Teaching Assistant, Marketing Department Warrington College of Business, University of Florida Gainesville, Florida August 1993-December 1996 Research Assistant Center for Law and Human Behavior, Psychology Department University of Texas at El Paso, El Paso, Texas January 1990-May 1993 Educational Background Ph.D. Business Administration, Marketing Concentration University of Florida Gainesville, Florida Post-Baccalaureate student in Experimental Psychology University of Texas at El Paso El Paso, Texas Bachelor of Arts, Psychology and Mass Communication (Advertising Concentration) High Honors University of Texas at El Paso El Paso, Texas Publications Refereed Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products Fernando R. Jimenez and Norma A. Mendoza Journal of Interactive Marketing, 2013, July An Examination of the Relationship between Research Productivity in Prestigious Business Journals and Popular Press Business School Rankings Jennifer Christie, Scot Burton, Tom Jensen, and Norma A. Mendoza Journal of Business Research, 2005, 58(4),

3 Well Ah : Hesitations and Hedges as an Influence on Jurors Decisions Norma A. Mendoza, Harmon M. Hosch, Bruce J. Ponder, and Victor Carrillo Journal of Applied Social Psychology, 2000, 30, Buy Now, Pay Later: Does a Future Temporal Orientation Affect Credit Overuse? Norma A. Mendoza and John W. Pracejus Advances in Consumer Research eds. Merrie Brucks and Deborah MacInnis Provo, UT: Association for Consumer Research, 1997, Non-refereed invited contributor Corrective Advertising In Encyclopedia of Advertising, Fitzroy Dearborn Publishers, Ed. John McDonough 2003 Academic Presentations "Identifying Predictors of Self Regulated Learning in Marketing Students" Elena González Gascón, Maria D. De Juan Vigaray, Norma Mendoza International Conference of Education, Research and Innovation Madrid, Spain, November 16, 2010 "The Role of Achievement Goal Orientation and Perceived Usefulness of Marketing Courses in Self Regulated Learning" Elena González Gascón, Maria D. De Juan Vigaray, Norma Mendoza International Technology, Education and Development Conference Valencia, Spain, March 8, 2010 Music Wars: Consumer Perceptions of Music Industry Practices and the Viability of a Record Industry Defense Kenneth Bates, Tina Hurst, Norma Mendoza and Jennifer Christie Siemens Competitive Paper, Marketing and Public Policy Conference Salt Lake City, Utah, May 2004 Towards an Understanding of Benefit Depreciation: An Experimental Approach Jennifer Christie Siemens and Norma Mendoza Competitive Paper, Society for Consumer Psychology Conference San Francisco, California, February 2004 Internet Distribution of Copyrighted Digital Content: Consumer Perceptions, Ethical Issues and the Viability of Subscription Models Jennifer Christie, Don Cook, Norma A. Mendoza, and Ramana Madupalli Recognized as Best Student Paper, Marketing and Public Policy Conference Washington, D.C., May 2003 Intellectual Property on The Internet: Consumer Perceptions And General Propositions Regarding Viability Of New Business Models Jennifer Christie, Don Cook, Jeff Langenderfer, Norma A. Mendoza Special Session, Association for Consumer Research European Conference Dublin, Ireland, June 2003 Decision Strategies and Information Processing Biases of Retail Buyers: A Script- Theoretic Approach to Demand Estimation American Collegiate Retailing Association, Spring Conference Las Vegas, Nevada, May 2002

4 Temporal Orientation and Materialism: Psychological Antecedents to College Students Debt and Savings Behavior Norma A. Mendoza and Hélène Cherrier Special Session Paper, Marketing and Public Policy Conference Washington, D.C., May 2001 A Framework for the Evaluation and Promulgation of Advertising on the Internet and the World Wide Web Don L. Cook and Norma A. Mendoza Special Session Paper, Marketing and Public Policy Conference South Bend, Indiana, May 1999 Does Temporal Orientation Affect Credit Overuse Norma A. Mendoza and John W. Pracejus Competitive Paper Session, Association for Consumer Research Conference Tucson, Arizona, October 1996 Influence of Courtroom Interpretation and Jury Composition on Jury Decision-Making Paper Presentation, Southwestern Psychological Association Conference Corpus Christi, Texas, April 1993 Consulting: Presentations and Workshops Achieving Customer Service Excellence Presentation during Independent s Week to members of Homegrown El Paso El Paso, Texas, July 2, 2013 Achieving Customer Service Excellence: A Benchmark Study of Members and for Members of Homegrown El Paso Webinar for members of Homegrown El Paso El Paso, Texas, May 29, 2013 Cross-Border Consumer Statistics Research Findings Presentation to El Paso media and business professionals El Paso, Texas, March 26, 2013 Marketing and Sales Tips for Start-Ups Workshop for entrepreneurs and small business owners The Hub of Human Innovation El Paso, Texas, November 29, 2012 Branding of Financial Services Presentation and branding workshop for management team Guerra Financial Investments El Paso, Texas, August 18, 2010 Making The Connection: Improving Service Quality at APRENDAMOS Seminar for providers of early intervention services to families of children with special needs APRENDAMOS Intervention Team Las Cruces, New Mexico, July 19, 2010

5 Invited Talks Food Acculturation: Winning HER Heart and Stomach Guest Lecturer Anthropology of Food, Culture and Society class El Paso, Texas, July 23, 2013 Social Media: The Good, The Bad and The Ugly Guest Speaker Lunch Speaker Series for MBAs El Paso, Texas, February 28, 2013 The Business of Sports: Marketing and Social Media Guest speaker - American Marketing Association El Paso, Texas, October 11, 2012 Social Media and Our Virtual Selves LULAC Dsitric IV Women s Conference El Paso, Texas, September 15, 2012 X, Y, Z: How to Market to the Up-and-Coming Home Buyer Generations Featured luncheon speaker, Council of Independent Brokers and Agents El Paso, Texas, April Steps to Profit from your Online Presence Featured luncheon speaker, Council of Independent Brokers and Agents El Paso, Texas, September 22, 2011 Using Social Media Tools: Strategies for Realtors Featured luncheon speaker, Council of Independent Brokers and Agents El Paso, Texas, October 4, 2010 Branding Strategies for Organizations Branding workshop, Women in Business Association meeting University of Texas at El Paso El Paso, Texas, September 30, 2010 Applying Consumer Behavior Insights to Improve Financial Education and Counseling Keynote address, American Center for Credit Education Leadership and Innovation in Financial Education (LIFE) Conference Rapid City, South Dakota, June 9, 2010 Demonstration of Media Lab Computerized Experiment Software Presentation to faculty, College of Business Administration, El Paso, Texas, October 30, 2009 Strategies to Improve Advertising Revenue Workshop for staff of The Prospector student newspaper, El Paso, Texas, October 7, 2009

6 "Consumer Insights to Serve the Hispanic Market" Kauffman Campus Initiative, Graduate Students Entrepreneurship Conference El Paso, Texas, July 24, 2009 "Identifying Business Opportunities that Serve the Hispanic Market: The Role of Marketing Research" Kauffman Campus Initiative, Celebrating Hispanic Entrepreneurship Conference El Paso, Texas, May 19, 2009 "Tailoring Financial Education for the Hispanic Population American Center for Credit Education Leadership and Innovation in Financial Education (LIFE) Conference Rapid City, South Dakota, October 9, 2009 Back to the Future or Back to Basics? The Role of Emerging Technologies in the Marketing of Libraries School of Library and Information Sciences, University of North Texas Conference on Information Services for the Next Generation, March 2006 Deceptive Advertising: Toward a Conceptualization of Over-Time Effects Kogod College of Business Administration, American University Washington, D.C., May 1997 Teaching Experience Teaching Awards Excellence in Undergraduate Instruction Department of Marketing and Management, University of Texas at El Paso Spring 2011 Graduate Doctoral Seminar: Cognitive Principles and Information Processing Department of Marketing and Transportation, Sam M. Walton College of Business University of Arkansas Fall 2001 MBA Study Abroad: Marketing in the People s Republic of China (Beijing China) Department of Marketing and Management, Cameron School of Business University of Saint Thomas Summer 2007 MBA: Global Marketing, Marketing Seminar, Marketing Management Theory, Integrated Marketing Communications Department of Marketing and Management, Cameron School of Business University of Saint Thomas Spring 2006, Spring 2007 MBA: Strategic Integration of Marketing Communications Marketing Department, Jesse H. Jones Graduate School of Management Rice University Spring 2006

7 MBA: Marketing Management and Strategy, Marketing Research Management and Marketing Department, Sam Houston State University University Center Campus Fall 2004 MBA: Retail Strategy and Procurement Department of Marketing and Logistics, Sam M. Walton College of Business University of Arkansas Summer 2003, 2004 Undergraduate Consumer Behavior, Principles of Marketing Marketing and Management Department, College of Business Administration University of Texas at El Paso Fall 2007-Spring 2011 Marketing Analysis, Marketing Applications, Marketing Research Consumer Behavior, International Marketing, Advertising and Integrated Marketing Communications Department of Marketing and Management, Cameron School of Business University of Saint Thomas Fall Spring 2007 Principles of Marketing Management and Marketing Department, Sam Houston State University University Center campus Fall 2004 Retail Marketing Strategy Department of Marketing and Logistics, Sam M. Walton College of Business University of Arkansas Fall 1998-Spring 2004 Retailing Systems and Management Marketing Department, Warrington College of Business University of Florida Fall 1994, Fall 1997 Executive Global Marketing Trends Marketing and Retail Seminars tailored to Executives from SK Corporation, Korea, September 2006 Pricing Strategy in Retail Seminar for Level III Buyers and District Managers of Wal-Mart Stores, Inc. Fayetteville, Arkansas January, April, July 2003 Global Retail Academy Week-long seminar tailored to Managers and Executives from LG Corporation, Korea Fayetteville Arkansas, Tampa, Florida, January 2001

8 Other English-as-a-second language and Spanish Instructor Language Plus Academy, El Paso, Texas % English Spanish Bilingual Professional Internships Federal Trade Commission Worked alongside the Marketing Academic Advisors to the legal staff of the Bureau of Consumer Protection, Division of Advertising Practices Washington, D.C. Fall 1996

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