J. Daniel Martinez Garcia

Doctoral Student

McClelland Hall 320C

Areas of Expertise

  • Language and consumer behavior
  • health well-being and sustainable consumption
  • Brand loyalty


Daniel joined the program in 2016. His current research looks at the evolution of the beer industry in the United States particularly focusing on channels, pricing, and policy. Additionally, he is interested in how a firm's marketing strategies affect press behavior in terms of news content, apparent attitude towards a firm, and amount of coverage certain events will get. Prior to the Ph.D. program Daniel worked on research pertaining the use and design of 3D printed electronics, and led the development of a business plan to build and market a unique 3D electronic printer winning Best Business Plan in the Paso del Norte Venture Competition in 2016.