Juan Mundel

Juan Mundel is an associate professor and director of Global Initiatives at the Cronkite School. Cronkite Global Initiatives fosters internationalization of the curricula, and is home to a number of U.S. Department of State programs, including the Hubert H. Humphrey Fellowship and Study of the United States Institutes program.

He teaches courses in strategic communication and digital audiences at the graduate and undergraduate level. His research, which focuses on consumer behavior, multicultural and international audiences, and social media has appeared in the Journal of Advertising, Journal of Retailing and Consumer Services, and the Journal of Product and Brand Management, among other outlets.

Mundel has more than 13 years of experience working in projects related to global engagement and internationalization. In addition to his administrative experience in the Center for International Relations at Universidad Blas Pascal, he has led short-term study abroad programs to Paris, London, and Amsterdam (International Advertising in Europe, Michigan State University); Amsterdam, Cannes, and Barcelona (Advertising and Society in Europe, Michigan State University and DePaul University); and Buenos Aires and Cordoba (International Social Marketing, Michigan State University and DePaul University). These programs connect students with leading markets in mass communication and provide opportunities to develop much needed global-ready skills.

He is the head of the Advertising Division at AEJMC after serving as vice head, research chair, and graduate student chair. Mundel is also on the Global and Multicultural Committee for the American Academy of Advertising.

Education:

• Ph.D. in Media and Information Studies, Michigan State University

Recent publications:

Yang, J., Mundel, J., Huddleston, P., & Behe, B. (2022). The Effect of Hedonic Presentation on Consumers’ Willingness to Pay and Purchase Intention for Minimally Branded Products Online. Journal of Promotion Management. Ahead of print.

Mundel, J., Stantz, J., Deng, T., Sasiela, N. & Mucci, S. (2022). Consumer Responses to Visual Cues in Food Ads: Considering Endorser Body Size (In)Congruence with Healthy and Unhealthy Foods. Visual Communication Quarterly, 29 (1), 17-33.

Mundel, J. & Yang, J. (2022). Hispanic Identification with Endorsers in Social Media Ads. Journal of Interactive Advertising. Ahead of print.

Yang, J. & Mundel, J. (2022). Brand Feedback to Negative eWOM on Social Media: An Expectation Violation Approach. Journal of Product and Brand Management, 31(2), 279-292.

Mundel, J. & Yang, J. (2021). Consumer Engagement with Brands’ COVID-19 Messaging on Social Media: The Role of Perceived Brand-Social Issue Fit and Brand Opportunism. Journal of Interactive Advertising, 21 (3), 173-190.