Diego Alvarado Karste, Ph.D.

Marketing Professor Utah Valley University

Orem UT

Alvarado-Karste is an expert in marketing strategy and consumer behaviour

Biography

Dr. Diego Alvarado-Karste is a marketing professor committed to exploring and teaching practical tools with a scientific approach, with the objective of changing people's lives. At the core of his philosophy lies a blend of scientific research and hands-on practicality, reflecting his dedication to a data-driven approach to understanding marketing.

His academic journey is fueled by a profound passion with the emotional drivers of consumer decisions, the nature of persuasion, and the competitive spirit of rivalries. His research falls at the intersection of all these constructs.

In the classroom, he aims to translate complicated marketing theories into strategies his students can apply in real-world scenarios. He is passionate about mentoring aspiring marketers, equipping them with the knowledge and skills to thrive in the digital world.

As he contributes to marketing and psychological journals, his goal is to shape a world where fair economic practices are standard, decisions are data-driven, and the consumer's voice is understood and valued. In doing so, he strives to leave a mark as a leading consumer researcher, one study at a time.

Areas of Expertise

Data-Driven Marketing

Persuasion and Decision-making

Consumer Behavior

Marketing Strategy

Accomplishments

Dolores J Torres Award

Issued by Municipio de Cuenca · For best advertising campaign of 2016 in the city Cuenca

City Communication Watch Award

Issued by Observatorio Ciudadano de Comunicacion · Award for best anti-discrimination marketing campaign in 2017

Education

University of North Texas

Ph.D.

Marketing

2020

Tecnológico de Monterrey

M.B.A

Administration

2009

Universidad del Azuay

Superior Diploma

Economics

2006

Courses

Content Marketing

MKTG 3685

Marketing with Social Media

MKTG 3680

Articles

Whose customer is it anyway? Exploring firm power dynamics in consumer markets

Marketing Intelligence & Planning

2025-09-05

This study examines the power dynamics between manufacturers, retailers and consumers in shaping market interactions. It introduces the power X persuasion framework, integrating dependency-based power structures with consumer persuasion mechanisms.

When and why consumers prefer androgynous choices

Marketing Letters

2025-05-09

This research introduces the concept of androgynous choice—the pairing of a feminine brand name with a masculine product design (shape or color), or vice versa—and examines the conditions under which consumers prefer androgynous options over polarized ones, where brand names and product designs share the same gender associations.

The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity

Journal of Product & Brand Management

2020-02-20

This study aims to analyze the influence of brand identity-cognitive style (BI-CS) fit on the perceived value of a brand. It also analyzes how different forms of social influence affect the perceived value of the brand.