Fulbright Senior Scholar (Spain, 2019).

Academic Appointments

St. Edward's University. Associate Professor of Marketing.

St. Edward's University. Marketing, Entrepreneurship and Digital Media Department Chair.

Year Started

Languages Spoken

<p>English and Spanish.</p>


PhD, The University of Texas-Pan American (2005)

MEd, The University of Texas-Pan American

BBA, ITESM (Monterrey Tech)

Publications & Articles


Oyedele, A, MD Hernandez and K Backes (2019). “Consumer Culture and Political Ideology Plots in Social Media Campaigns,” Journal of Promotion Management, Volume 25, Number 1, 108-127.

Hernandez, MD, N Nasif, K Malzer and MS Minor (2017). “Uncovering Emotions and Insights Evoked by Paper Currency,” International Review of Retail, Distribution and Consumer Research, Volume 27, Number 4, 424-433.

Hernandez, MD, YJ Wang, H Sheng, M Kalliny and MS Minor (2017). “Escaping the Corner of Death? An Eyetracking Approach to Reading Direction Influence on Visual Attention and Memory,” Journal of Consumer Marketing, Volume 34, Number 1, 1-10.

Oyedele, A and MD Hernandez (2017). “Effect of Intergroup-Based Emotions on Attitude Towards Cross Ethnic Products,” Journal of Consumer Marketing, Volume 34, Number 1, 29-42.

Hernandez, MD (2015). “Academic Dishonesty Using Social Media: A Comparative Study of College Students from Canada and China,” SAM Advancement Management Journal, Volume 80, Number 4, 45-51.

Hernandez, MD and MS Minor (2015). “False Recall of Brands in Advergames: A Cross-Country Comparison,” Journal of Research in Interactive Marketing, Volume 9, Number 1, 54-69.

Chapa, O, MD Hernandez, YJ Wang and C Skalski (2014). “Do Individualists Complain More Than Collectivists? A Four-Country Analysis on Consumer Complaint Behavior,” Journal of International Consumer Marketing, Volume 26, Number 5, 373-390.

Hernandez, MD and H Vicdan (2014). “Rethinking Flow: Qualitative Insights from Mexican Cross-Border Shopping,” International Review of Retail, Distribution and Consumer Research, Volume 24, Number 3, 347-360.

Hernandez, MD and H Vicdan (2014). “Modeling Word of Mouth vs. Media Influence on Videogame Preorder Decisions: A Qualitative Approach,” Journal of Retailing and Consumer Services, Volume 21, Number 3, 401-406.

Hernandez, MD (2013). “Millennial Non-Smokers’ Insights into Graphic Health Warnings on Cigarette Packaging: The ZMET Method,” Journal of Management Policy and Practice, Volume 14, Number 5.

Wang, YJ, MD Hernandez, MS Minor and J Wei (2012). “Superstitious Beliefs in Consumer Evaluation of Brand Logos: Implications for Corporate Branding Strategy,” European Journal of Marketing, Volume 46, Number 3, 712-732.

Hernandez, MD (2011). “A Model of Flow Experience as Determinant of Positive Attitudes toward Online Advergames,” Journal of Promotion Management, Volume 17, Number 3, 315-326.

Hernandez, MD and MS Minor (2011). “Investigating the Effect of Arousal on Brand Memory in Advergames: Comparing Qualitative and Quantitative Approaches,” Qualitative Market Research: An International Journal, Volume 14, Number 2, 207-217.

Wang, YJ, MD Hernandez and MS Minor (2010). “The Effects of Web Aesthetics on Consumers’ Perceived Online Service Quality and Satisfaction in an E-Tail Environment: The Moderating Role of Purchase Task,” Journal of Business Research, Volume 63, Numbers 9 & 10, 935-942.

Hernandez, MD and MS Minor (2010). “East-West Writing System Differences and Cross-cultural Research Methods: A Proposed Agenda,” International Marketing Review, Volume 27, Issue 5, 579-593.

Hernandez, MD and S Chapa (2010). “Adolescents, Advergames and Snack Foods: Effects of Positive Affect and Experience on Memory and Choice,” Journal of Marketing Communications, Volume 16, Numbers 1 & 2, 59-68.

Hernandez, MD, YJ Wang, MS Minor and Q Liu (2008). “Effects of Superstitious Beliefs on Consumer Novelty Seeking and Independent Judgment Making: Evidence from China,” Journal of Consumer Behaviour, Volume 7, Number 6, 424-435.

Hernandez, MD (2008). “Determinants of Mexican Children’s Attitudes Toward Advergames,” Young Consumers, Volume 9, Number 2, 112-120.

Hernandez, MD, S Chapa, MS Minor, C Maldonado and F Barranzuela (2004). “Hispanic Attitudes Toward Advergames: A Proposed Model of Their Antecedents,” Journal of Interactive Advertising, Volume 5, Number 1, 74-83.

Tello, MP, W Greene, and MD Garcia-Hernandez (2002). “An Integrated Model for Forecasting of Voluntary Turnover in the Mexican Maquiladora Industry,” Journal of Business & Entrepreneurship, Volume 14, Number 1.