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Jose A Rosa

Title: Professor / John and Deborah Ganoe Faculty Fellow / Faculty Fellow in Office of Diversity and Inclusion
Department: Marketing

Office: 4580 Memorial Union
Phone number: (515) 294-7207


Dr. José Antonio Rosa is Professor in Marketing and John and Deborah Ganoe Faculty Fellow at Iowa State University, and also serving as a Faculty Fellow in the ISU Office of Diversity and Inclusion.  As an academician, José has studied topics such as subsistence consumer behavior and innovativeness, low literacy consumer behaviors and decision making, the social evolution of markets, and the role of embodied knowledge in consumer and managerial thinking. His research has been published in peer reviewed publications such as Journal of Marketing, Academy of Management Journal, and Journal of Consumer Psychology; and he serves on the Journal of Marketing Editorial Board.  José has taught on marketing management, consumer behavior, and managing for innovation to undergraduate, professional graduate, and doctoral students.  He was an ACE Fellow in 2013-2104 at Eastern Illinois University.  In addition, he has been involved with The PhD Project since the mid-90s.  The PhD Project is a joint effort between industry and academia to increase the number of underrepresented minority professors in business schools.  José has mentored and advised students regardless of race or ethnicity at all levels throughout his career.  He was recognized for such efforts with the 2016 American Marketing Association’s Williams-Qualls-Spratlen Multicultural Mentoring Award and inducted to The PhD Project Hall of Fame in November 2016. José holds degrees from University of Michigan, Dartmouth College, and General Motors Institute (Kettering University).  In his professional career, José held management positions in marketing and manufacturing in the automotive and banking industries.

Academic History

  • Ph.D., Dual-Degree: Business Administration and Psychology, University of Michigan, 1992
  • Masters of Arts, Psychology, University of Michigan, 1992
  • M.B.A., General Management, Dartmouth College, 1979
  • Bachelor in Industrial Administration, Marketing, General Motors Institute, 1977

Academic Work Experience

Iowa State University
2015 -

University of Wyoming
2008 - 2015

Director, PhD Program in Marketing
University of Wyoming
2010 - 2015

American Council of Education Fellow
Home: University of Wyoming Host: Eastern Illinois University
2013 - 2014

Associate Professor
University of Illinois at Chicago
2005 - 2008

Visiting Professor - EMBA Program
University of Illinois at Urbana-Champaign
2006 - 2009

Professional Work Experience

Account Team Manager
Electronic Data System
1984 - 1987

Product Development Analyst
Cadillac Motor Car Division, General Motors Corporation
1983 - 1984


  • Goal Persistence in the Face of Action Crisis
  • Consumer and Manager Creativity and Innovation
  • Better Assessment of Goal Motivation in Medication Adherence
  • Strategies for Overcoming Gender- and Race-Based Marginalization
  • Cross-Cultural Sustainable Consumption Motivators and Behaviors
  • Consumer Agency in the Face of Intersectional Disadvantage
  • Social Construction of Markets


American Marketing Association Williams-Qualls-Spratlen Multicultural Mentoring Award 2016
PhD Project Hall of Fame Inductee 2016
Journal of Marketing Outstanding Reviewer 2013
TEDx USC Talk from April 12, 2011 is selected for the TEDx Talks Editor’s Pick List. 2011

Selected Publications

  • Bohlmann, Jonathan D., Jelena Spanjol, William J. Qualls, and Jose Antonio Rosa (2012) "The Interplay of Customer and Product Innovation Dynamics: An Exploratory Study", Journal of Product Innovation Management, 30 (2):228-244. Link to Paper
  • Shikha Upadhyaya and Jose Antonio Rosa (2019) "Resilience in Social Innovation: Lessons from Women Market Traders", Social Science Quarterly, 100 (6):2115-2133. Link to Paper
  • Vann, Richard J., José Antonio Rosa, and Sean M. McCrea (2018) "When Consumers Struggle: Action Crisis, Cognition, and Commitment for Problematic Goal Pursuits", Psychology & Marketing, 35 (9):696-709. Link to Paper
  • Carlos Andres Trujillo and Jose Antonio Rosa (2017) "Creativity and Socio-Economic Stratum: The Role of Hope and Integral Affect. DOI identifier - 10.1111/ijcs.12369", International Journal of Consumer Studies, 41 (5):576-586. Link to Paper
  • Upadhyaya, Shikha, Jose Antonio Rosa, and others (2014) "Subsistence Consumer-Merchant Marketplace Deviance In Market Systems: Antecedents, Implications and Recommendations", Journal of Macromarketing, 34 (2):145-159.
  • Jose Antonio Rosa, William J. Qualls and Julie A. Ruth (2013) "Creative Imagining by Consumers: Effects of Gender and Level of Modality-Specific Inputs", Journal of Business Research, 67 (3):386-393. Link to Paper
  • Jose Antonio Rosa (2012) "Teaching Marketing to the Next Four Billion: Innovations and Challenges", Journal of Marketing Education, 34 (1):44-54.

Papers Under Review

  • Carlos Trujillo, Catalina Estrada-Mejia, and Jose Antonio Rosa "Choice Architecture Engages Moral and Not Social Norms to Influence Pro-Environmental Consumer Choice Through Negative and Positive Emotions",

Work in process

  • Jose Antonio Rosa and Khashayar Afshar "Foresight in Innovation Management: A Conviction Narrative Approach",
  • Veronica Martin Ruiz and Jose Antonio Rosa "I am NOT sick! How Internet-based Health Care Moderates the Effect of Culture Norms on Male Patient Treatment Adherence",
  • Veronica Martin Ruiz, Susan Cross, and Jose Antonio Rosa "Short and Effective Honor Manipulation for Online Cross-Cultural Research.",
  • Richard J. Vann, Jose Antonio Rosa, and Kem Krueger "The Motivation Potential Scale: Integrating Goal Theory into Medication Adherence Prediction",
  • Richard J. Vann and Jose Antonio Rosa "Goal-Disruptive Thoughts, Feelings, and Evaluations: Action Crisis in Personal and Health Goals",
  • Srini Venugopal, Lin Ong, Caroline Roux, Smriti Kumar, and Jose Antonio Rosa "Transformative Consumer Agency in the Face of Intersectional Disadvantage of Caste and Class",