And the AMA Valuing Diversity fellowship goes to... Velma Gooding!

Velma Gooding, second year PHD student, recently received the "Valuing Diversity" Fellowship awarded by the American Marketing Association for her research in ethnic marketing. Despite her hectic schedule, and multiple life roles as a mother, a wife, a scholar, and a wonderful cook, Velma never compromises on excellence. Her sense of responsibility, work ethic, and keen interest in ethnic research make her a deserving winner of this fellowship.

Velma's research focuses on stereotypical media images - first manufactured during slavery - and their continuing affect on shopping, perceptions and opportunities today. Velma also studies marketplace disparities experienced by African-American and Latino populations and the dynamics between these consumer groups as the U.S. population changes. She is in the process of coauthoring a book chapter about consumer racial profiling with Dr. Jerome Williams, a UT Professor of Advertising, and two other authors.

Velma's expertise in ethnic and racial issues in media and advertising also manifests itself in her professional career. Before joining UT's doctoral program, Gooding owned the only ethnic marketing and research firm in the state of Kansas, where she worked with the state, city, and county governments, national companies, and non-profit organizations to develop campaigns to fulfill the needs of ethnic, low income and disenfranchised consumers.

Velma began her career at the age of 15 as a journalist in Chicago. "I started early because I had to catch up. I failed the first grade, but I found that everything happens for a reason. New opportunities that didn't exist the year before were available later in life only at the moment when I was ready to benefit from them. That's how I studied in Spain and later finished my BA in just three years," Velma said.

"Upon graduating, I will teach because I've been blessed with that gift. I will also continue to add to contemporary research on image effects, how ethnic marketing affects opportunity, and implications of disparities in the ethnic consumer experience. I am still very entrepreneurial and I see a consulting career in my future as well," predicts Velma.

9/21/2006