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Faculty and Staff

Faculty and Staff 2018-01-23T16:36:39-05:00

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Jose A Rosa

Title: John and Deborah Ganoe Faculty Fellow / Professor of Marketing
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., Business Administration and Psychology, University of Michigan, 1992
  • Masters of Arts, Psychology, University of Michigan, 1992
  • M.B.A., Finance, Dartmouth College, 1979
  • Bachelor in Industrial Administration, Marketing, General Motors Institute, 1977

Professional Work Experience

Director of PhD Program in Marketing
University of Wyoming
2011 - 2015

American Council on Education Fellow
University of Wyoming, Eastern Illinois University
2013 - 2014


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


American Marketing Association Williams-Qualls-Spratlen Multicultural Mentoring Award 2016
Journal of Marketing Outstanding Reviewer 2013

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, 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

  • 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",
  • Jose Antonio Rosa, James Harris, Terri Rittenburg, and Shikha Upadhyaya "Disengaging Heart from Place: Identifying Factors and Heuristics That Overcome Loss of Place in the Wake of Disaster-Induced Displacement",