Jacqueline Tovar

Jacqueline Tovar student in marketing at the Pamplin College of Business, Virginia Tech. Focusing on Consumer Behavior, interested in research centered on cross cultural influences on consumer decision making. My primary interests lie in understanding the purchasing decisions of Latino consumers within the United States and exploring broader international markets.

Specifically, I intend to investigate how diverse cultural backgrounds shape purchasing and consumption behaviors across online and physical retail channels. A parallel area of interest involves examining generational variations in how cultural groups respond to advertising, comparing effects within the US versus overseas markets.

This research direction is informed by years of industry experience working with global multibillion-dollar corporations across diverse sectors, including media, entertainment, marketing, consumer products, investment banking, commercial banking, and financial services. I hold an MBA from Pace University and a Bachelor's degree with double majors in Marketing & Management and a minor in Statistics from Bryant University.