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Kevin Thomas

Kevin Thomas

Assistant Professor

Ph.D., University of Texas at Austin, Advertising, 2011

M.B.A., California State Polytechnic University - Pomona, Entrepreneurship, 2005

B.B.A., Loyola Marymount University, Marketing, 2000


Dr. Thomas investigates the socio-cultural impact of marketing communication and consumer behavior. His primary research interest pertains to understanding the relationship between marketing communication, consumption practices, and notions of self and community. Using a consumer culture theory (CCT) perspective, Dr. Thomas explores the ways in which identity markers (i.e. race, gender, class, and sexuality) are represented in marketing communication and experienced in the marketplace. Other areas of research interests include multicultural advertising, issues of diversity and marketplace discrimination, and entrepreneurship and marketplace empowerment.    

Current Research Projects: 

  • Exploring the socio-cultural impact of target marketing through a textual analysis of alcohol print advertisements targeted to historically privileged and marginalized communities 
  • Understanding stigmatized consumption through an ethnographic study of The Smarteez
  • Examining food marketing as a cultural influence on health disparities among black and Latino/a populations
  • Investigating modes of authentic consumption via a longitudinal discourse analysis of hip hop music lyrics 

Most recently his work has appeared in the Journal of Organizational Change Management and the Journal of Management, Spirituality, and Religion. Publications are forthcoming in Preventive Medicine, Journal of Small Business & Entrepreneurship, and the Handbook of Research in Religion and Spirituality and Work.