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

English and Spanish.


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.