Jorge Villegas

Jorge VillegasAnchor link to John Martin videoListen to Professor Villegas discuss emotions in advertising

Meet Jorge Villegas
Assistant Professor,
Business Administration



  • B.S. Marketing, Monterrey Tech (Mexico)
  • M.B.A. Monterrey Tech (Mexico)
  • Ph.D. Advertising, University of Texas at Austin


  • Work hard, be open minded, and ask as many questions as you need.When I got my undergraduate degree in Monterrey, Mexico, I was absolutely sure that I was done with school. I wanted to be a market researcher, a copywriter (the person who writes the text of an advertising campaign), a director of TV commercials, or a writer. I was lucky to do all of these activities before turning 30. In all of these jobs, I always had questions such as: How does this really work? Why do we do it this way? What is the theory behind? The only way to answer these questions was to get a doctorate degree where you learn how to empirically test theories and develop new knowledge. In general, if you want to be a researcher, you need to be a teacher. So I stumbled upon teaching as a profession. Now, I can’t imagine doing anything else but doing research and teaching.

Interesting facts:

  • I am a very boring person: I don’t drink, watch sports, dance, place bets, smoke, and the list goes on. What do I do? Play with my kids, walk my dog, talk with my wife, and read in the 3 minutes that I am left alone.

Learning philosophy:

  • I firmly believe that professors who teach applied courses such as marketing, advertising, and consumer behavior need to position their courses as much more than a stepping stone toward graduation. The courses that I teach are an opportunity for students to explore the possibility of working in these areas or to genuinely understand their role in businesses as well as in their personal life.

Research interests:

  • My research focuses on three major areas: the influence of individuals’ affective and cognitive process in persuasion, creativity in advertising agencies, and the role of marketing in organizations.

Major project underway:

  • Probably the most fun project that I am working on is creativity in ad agencies. My research sees creativity as the outcome of an advertising agency’s environment, philosophy, and personnel. The main objective of my research is to develop a holistic model of this organizational strategic resource and process. It’s very cool to interview for an hour or two some of the most creative people in top ad agencies and learn about the past, present, and future of the advertising world.

Listen to Professor Villegas talk about emotion in advertising:

Advice to prospective students:

  • Work hard, be open minded, and ask as many questions as you need.

Best thing about UIS:

  • I like the small size of the classes and the opportunity to interact with students. Even our “large” core courses are 10% the size of similar courses in large universities.