Joseph F. Rocereto, Ph.D.

• Professor

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Department: Marketing and International Business

Office: Samuel E. and Mollie Bey Hall 152

Phone: 732-263-5713

Email: jroceret@monmouth.edu

View CV

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Dr. Rocereto received his Ph.D. in Marketing and his MBA degrees from Drexel University. His research is focused on the effects of brand anthropomorphism, advertising, and branding. His research has appeared in the Journal of Marketing, Journal of Advertising, International Journal of Research in Marketing. Advances in Consumer Research, International Journal of Advertising, Advances in International Marketing, and the Journal of Marketing Theory and Practice, among others. He has presented his research at leading national and international conferences.

His primary areas of teaching, both at the graduate and undergraduate levels, include marking research and consumer behavior.

Education

Ph.D., Drexel University

MBA, Drexel University

B.A., Dickinson College

Scholarly Articles

Banerjee, Somak, Joseph F. Rocereto, Hyokjin Kwak, and Arpita Pandey (2023), “Debunking Fake Ad Claims: The Moderating Role of Gender,” International Journal of Advertising,
Internet Access: https://www.tandfonline.com/eprint/K4C2JUJ7HIBTPUG6MFAA/full?target=10.1080/02650487.2023.2171554

Kwak, Hyokjin, Marina Puzakova, Joseph F. Rocereto, and Takeshi Moriguchi (2020), “When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism,” Journal of Advertising, 49 (5), 508-524. (Lead Article)

Kwak, Hyokjin, Marina Puzakova, and Joseph F. Rocereto (2017), “When Brand Anthropomorphism Alters Perceptions of Justice: The Moderating Role of Self-Construal,” International Journal of Research in Marketing, 34 (4) (December), 851-871.

Puzakova, Marina, Hyokjin Kwak, Suresh Ramanathan, and Joseph F. Rocereto (2016), “Painting Your Point: The Role of Color in Firms’ Strategic Responses to Product Failures via Advertising and Marketing Communications,” Journal of Advertising, 45 (4), 365-376.

Kwak, Hyokjin, Marina Puzakova, and Joseph F. Rocereto (2015), “Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Price Fairness,” Journal of Marketing, 79 (4), 56-76.

Puzakova, Marina, Hyokjin Kwak, and Joseph F. Rocereto (2013), “Better Not Smile at the Price: The Contradictory Role of Brand Anthropomorphism on Price Fairness,” Advances in Consumer Research, Vol. XLI, Simona Botti and Aparna Labroo, eds., Provo, UT: Association for Consumer Research, forthcoming.

Puzakova, Marina, Joseph F. Rocereto, and Hyokjin Kwak (2013), “Ads Are Watching Me: A View from the Interplay between Anthropomorphism and Customization,” International Journal of Advertising, forthcoming.

Puzakova, Marina, Hyokjin Kwak, and Joseph F. Rocereto (2013), “When Humanizing Brands Goes Wrong: The Detrimental Role of Brand Anthropomorphization amidst Product Wrongdoings,” Journal of Marketing, 77 (3), 81-100.

Kwak, Hyokjin, Anupam Jaju, Marina Puzakova, and Joseph F. Rocereto (2013), “The Connubial Relationship between Market Orientation and Entrepreneurial Orientation,” Journal of Marketing Theory and Practice, 21 (2), 141-161.

Puzakova, Marina, Hyokjin Kwak, and Joseph F. Rocereto (2011), “When Humanizing Brands Go Wrong: The Detrimental Role of Brand Anthropomorphization amidst Product Wrongdoings,” Advances in Consumer Research, Vol. XXXIX, Rohini Ahluwalia, Tanya L. Chartand, and Rebecca K. Ratner, eds., Provo UT: Association for Consumer Research, 630.

Rocereto, Joseph F., Marina Puzakova, Rolph E. Anderson, and Hyokjin Kwak (2011), “The Role of Response Formats on Extreme Response Style: A Case of Likert-Type versus Semantic Differential Scales,” Advances in International Marketing, 22, 53-71.

Puzakova, Marina, Hyokjin Kwak, and Joseph F. Rocereto (2008), “Pushing the Envelope of Brand and Personality: Antecedents and Moderators of Anthropomorphized Brands,” Advances in Consumer Research, Vol. XXXVI, Ann L McGill and Sharon Shavitt, eds., Provo, UT: Association for Consumer Research, 413-420.