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Dr. Enrique P. Becerra

Enrique Becerra

Department of Marketing
Texas State University
McCoy Hall 314
601 University Drive
San Marcos, Texas 78666  
Phone:  (512) 245-1277  
Fax:  (512) 245-7475


Professor Becerra has over 14 years of industry experience including over eight years of experience in Latin America. 
Current Research Interests:
Consumer behavior and advertising.
Recent Research and Publication Activities:
Becerra, Enrique and Pradeep Korgaonkar, “Effects of Trust Beliefs on Consumers Online Intentions,” forthcoming in the European Journal of Marketing.
Korgaonkar, Pradeep, Ronnie Silverblatt, and Enrique P. Becerra, “The Hispanic View of Email, Popup, and Banner Advertising,” forthcoming,  International Journal of E-Business Research
Chapa, Sindy, Enrique P. Becerra, and Stephen E. Halbrook, “Se Habla Espanol: Exploring Latinos’ Emotional Reactions Toward Political Language Tailored-Ads,” forthcoming, 2010 AMA Winter Conference.
Becerra, Enrique P. and C. H. Kim, “Trust Transference, Hybrid Retailing, and Culture: The Influence of Trust Transference Across-Cultures on Purchase Intentions in the Online Store of a Hybrid Retailer,”  2009 AMA Summer Conference Proceedings.
Becerra, Enrique and Pradeep Korgaonkar, “Hispanics’ Information Search and Patronage Intentions Online,” Journal of Electronic Commerce Research. Vol. 10 No. 2, 76-93.
Becerra, Enrique P., The Effect of Price and Trust Beliefs on Online Evaluations,” International Journal of Electronic Marketing and Retailing. Vol. 2 No.4, 299-316.
Becerra, Enrique P. and Mary Ann Stutts (2008).  Ugly Duckling by day, Super Model by Night: The Influence of Body Image on the Use of Virtual Worlds. Journal of Virtual Worlds Research, Vol. 1 No. 2 (November).
Korgaonkar, Pradeep, Ronnie Silverblatt, and Enrique Becerra (2004), “Hispanics and Patronage Preferences for Shopping From the Internet,” Journal of Computer Mediated Communication, Vol. 9 No. 3.
Professional Service Activities:
Dr. Becerra is member of the American Marketing Association, Association for Consumer Research, and the editorial board of ESIC Market Journal; and reviews for the Association for Consumer Research, Academy of Marketing Science, and American Marketing Association.
Professor Becerra teaches international marketing, principles of marketing, and ethnic and niche marketing.