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Photo of Joseph F. Rocereto, Ph.D.

Joseph F. Rocereto, Ph.D.

Associate Professor

Marketing and International Business
Bey Hall 152
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Joseph F. Rocereto, Ph.D.

Dr. Rocereto received his Ph.D. in Marketing and his MBA degrees from Drexel University. His research is focused on the effects of brand anthropomorphization, branding effects, and self-concept congruities. His research has appeared in the Journal of 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.


Ph.D., Drexel University

MBA, Drexel University

B.A., Dickinson College


Scholarly Articles

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.

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.