Michelle Jasso

Michelle Jasso is the Robert O. Anderson Endowed Professor of Marketing at the College of Business, New Mexico State University (NMSU). She specializes in consumer behavior, advertising strategy, and multicultural marketing, focusing on how target markets, cultural identity, and ethnic identification influence consumer persuasion and brand engagement. Her research has been published in top journals like the Journal of Advertising Research and Journal of Public Policy and Marketing. She teaches courses including Advertising Strategy (45 courses taught), Promotion Management, and Consumer Behavior. Her work integrates real-world business collaborations with the NSA, NGA, and Moroccan government, emphasizing practical marketing skills for students. She has authored textbooks such as Principles of Advertising & Integrated Marketing Communication and contributed to scholarly volumes on ethnic marketing and brand management.

Education: Ph.D. in Marketing from University of Houston (2004), MBA from NMSU (2001), BA in Electronic Media from University of Texas at El Paso (1999).

Research Focus: Brand love/hate dynamics, multicultural advertising effectiveness, consumer identity, and the impact of interpersonal traits on brand connections. Her recent studies explore how cultural disidentification, cosmopolitanism, and pandemic-era messaging shape consumer attitudes.

Grants & Labs: No specific grants mentioned, but her teaching emphasizes applied projects with real clients through simulated advertising agencies.

Awards: None explicitly listed, though her endowed professorship indicates institutional recognition.