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Management & Marketing

José Antonio Rosa

Professor of Marketing & Sustainable Business Practices

Ph.D., University of Michigan
M.A., University of Michigan
M.B.A., Dartmouth College
B.A., General Motors Institute

Teaching Interest
Marketing Management
Consumer Behavior
Creativity and Innovativeness in Organizations

Areas of Expertise
Bottom-of-the-Pyramid Consumer Attitudes and Behaviors
Deviance Among BoP Consumers
Contentment and Sustainable Consumption
Consumer Psychology

José Antonio Rosa is professor of marketing and sustainable business practices in the Department of Management and Marketing at the College of Business of the University of Wyoming. Among his current research interests are the influence of hope on the innovativeness of subsistence consumers, and the psychological antecedents and processes involved in sustainable consumption behavior. He is also exploring the factors that influence and channel the innovative efforts of poor consumers who operate their own businesses, the influence of modality-specific inputs and gender on consumer creativity, the relationship between creativity and deviance among the poor, and the nature and antecedents of consumption contentment among consumer at all socio-economic levels. Rosa has twice been a Fulbright Fellow, studying the innovativeness of managers in Chile in 2005 and that of consumers and consumer merchants in Colombia in 2010. He holds a Ph.D. in Business Administration and Psychology from the University of Michigan, an MBA from Dartmouth College, and a Bachelor in Industrial Administration from Kettering University.

Selected Publications (available on request)
José Antonio Rosa with Christopher P. Blocker, Julie A. Ruth, Srinivas Sridharan, and others (2013), “Understanding Poverty and Promoting Poverty Alleviation through Transformative Consumer Research,” Journal of Business Research, 66(8), 1195-1202.

José Antonio Rosa (2012), “Teaching Marketing to the Next Four Billion: Innovations and Challenges.” Journal of Marketing Education, 34(1), 44-54.

José Antonio Rosa with Martin Reimann and others (2012), “Embodiment in Judgment and Choice,” Journal of Neuroscience, Psychology, and Economics, 5(2), 104-123.

Bohlmann, Jonathan D., Jelena Spanjol, William J. Qualls, and José Antonio Rosa (2012), “The Interplay of Customer and Product Innovation Dynamics: An Exploratory Study.” Journal of Product Innovation Management, 30(2), 228-244.

José Antonio Rosa with Christopher P. Blocker, Julie A. Ruth, Srinivas Sridharan, and others (2011), “Applying a Transformative Consumer Research Lens to Understanding and Alleviating Poverty,” Journal of Research for Consumers, (19), 1-9. 

Jelena Spanjol, William Qualls, and José Antonio Rosa (2011), “How Many and What Kind? The Role of Strategic Orientation in New Product Ideation,” Journal of Product Innovation Management, 28 (2), 236-250.

Hoobler, Jenny M., Rospenda, Kathleen M., Lemmon, Grace, & Rosa, José Antonio (2010) "Time Heals:  A within-subject longitudinal study of the effects of positive job experiences and generalized workplace harassment on well-being," Journal of Occupational Health Psychology (in press).

Madhubalan Viswanathan, José Antonio Rosa, and Julie A. Ruth (2010), "Exchanges in Marketing Systems: The Case of Subsistence Consumer-Merchants in Chennai, India," Journal of Marketing, 74(3), 1-17.

Carlos A. Trujillo, Andrés Barrios, Sonia M. Camacho, and José Antonio Rosa (2010), "Low Socioeconomic Class and Consumer Complexity Expectations for New Product Technology," Journal of Business Research, 63(7), 538-547.

Kelly L. Weidner, José Antonio Rosa, and Madhubalan Viswanathan (2010), "Marketing to Subsistence Consumers: Lessons from Practice," Journal of Business Research, 63(7), 559-569.

Anne Brumbaugh and José Antonio Rosa (2009), "Perceived Discrimination, Cashier Metaperceptions, Embarrassment, and Confidence as Influencers of Coupon Use: An Ethnoracial-Socioeconomic Analysis," Journal of Retailing, 85(3), 347-362.

José Antonio Rosa, William J. Qualls, and Carlos Fuentes (2008), "Involving Mind, Body, and Friends: Management That Engenders Creativity."  Journal of Business Research, 61(6), 631-639. 

Jonathan Bohlmann, José Antonio Rosa, Ruth Bolton, and William J. Qualls (2007), "The Effect of Group Interactions on Satisfaction Judgments: Satisfaction Escalation," Marketing Science, 25 (4), 301-321. 


News Releases

Rosa Receives Academy of Marketing Science Award

Two UW Professors Selected for Fulbright Scholars Program

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