José A Rosa

Iowa State University | ISU · Department of Marketing and Management

Objective The article adopts a bottom‐up approach to examine the factors that influence the design, development, and diffusion of social innovation. These factors pertain to sociocultural complexities that complicate the commercial environment. Methods This article presents findings from an ethnographic study of women market traders in Fijian info...

This chapter looks to an unlikely source ‐ women market traders in subsistence marketplaces ‐ for practical insights into innovation under constraints. It then examines how women market traders innovatively navigate uncertain and hostile environments, and how they sometimes break rules to take advantage of ambiguity and misdirection in market envir...

When pursuing goals, consumers often face setbacks that force them to reevaluate their goals. Yet, current goal theory offers limited explanations for how people respond to recurring challenges and disengage from their goals. Through five experiments investigating three primary theoretical aims, this research extends the field's understanding of ac...

Recent research in the subsistence consumer domain has focused on an array of topics, including understanding relationships within social and kinship communities (Viswanathan, Gajendiran, and Venkatesan 2008), the influence of subsistence consumption culture on marketing systems (Eckhardt and Mahi 2012) and business functions (Viswanathan et al. 20...

This study investigates the influence of vision and touch inputs and gender on the creativity of consumer-derived product concepts. Manipulating vision and touch richness affects how much information is apprehended from product components. Tests include solid three-dimensional components (rich inputs) and line-diagram two-dimensional components (im...

This article examines deviant marketplace behaviors that appear in marketing systems involving subsistence consumer merchants, and their beneficial and detrimental implications. Deviant marketplace behaviors are violations of social norms that often arise among subsistence consumer merchants facing conflicting normative goals and incompatible means...

The challenges of successfully developing radical or really new products have received considerable attention from a variety of marketing, strategic, and organizational perspectives. Previous research has stressed the importance of a market-driven customer orientation, the resolution of market and technological uncertainty, and organizational proce...

Reports an error in "Embodiment in judgment and choice" by Martin Reimann, Wilko Feye, Alan J. Malter, Joshua Ackerman, Raquel Castaño, Nitika Garg, Robert Kreuzbauer, Aparna A. Labroo, Angela Y. Lee, Maureen Morrin, Gergana Y. Nenkov, Jesper H. Nielsen, Maria Perez, Gratiana Pol, José Antonio Rosa, Carolyn Yoon and Chen-Bo Zhong (Journal of Neuros...

This article argues for a third transformation in marketing pedagogy, one made necessary by the emergence of subsistence consumers as a high-growth market segment. Continued double-digit growth in buying power and consumption among the world’s poor appear certain, provided that the subsistence merchants serving such markets are effective. Ensuring...

[Correction Notice: An erratum for this article was reported in Vol 5(2) of Journal of Neuroscience, Psychology, and Economics (see record 2012-04964-001 ). Author Josh Ackerman should have been listed as Joshua M. Ackerman. All versions of this article have been corrected.] This article discusses the role of embodiment in judgment and choice to (a...

Increasing attention to global poverty and the development of market-based solutions for poverty alleviation continues to motivate a broad array of academicians and practitioners to better understand the lives of the poor. Yet, the robust perspectives residing within consumer research remain to a large degree under-utilized in these pursuits. This...

Abstract Advances in information technology make it possible to deliver multi- sensory information over the Internet, in effect facilitating experiential e-commerce that greatly exceeds the two dimensional capabilities of existing mass- market media. Delivery of sensorimotor stimuli is not enough, however, to fully generate and manage the embodied...

Existing studies on the role that strategic orientation plays in companies' innovation efforts primarily focus on identifying the relationship between strategic orientation and innovation performance for launched new products. In contrast, this article investigates how the different types of strategic orientation (i.e., customer, competitor, and te...

This article provides the background and the events leading up to this special issue, and the composition of articles that follow. This special issue includes articles that take a bottom-up approach in understanding and explaining subsistence marketplaces, focusing on individual, communal, and cultural factors that influence consumers and entrepren...

This research improves the field's understanding of subsistence consumers by investigating how low socioeconomic class relates to expectations of complexity from new products. The study tests a model of the relationship between consumer socioeconomic class, self-esteem, self-assessed capabilities, and knowledge about product domains, and the influe...

Over 4Â billion people live in what is commonly referred to as the "bottom of the pyramid" or as subsistence marketplaces. These individuals and families live in substandard housing, with limited or no access to sanitation, potable water, and health care, have low levels of literacy, and earn very low incomes. Scholars and practitioners alike sugge...

A qualitative study of subsistence consumer–merchants (SCMs) in Chennai, India, reveals that they sustain relationships in three interdependent relationship domains: vendor, customer, and family. Relying on long interview data, the authors interpret the subsystems as closed-loop and self-sustaining relationships. Subsystems are managed by SCMs thro...

A qualitative study of subsistence consumer–merchants (SCMs) in Chennai, India, reveals that they sustain relationships in three interdependent relationship domains: vendor, customer, and family. Relying on long interview data, the authors interpret the subsystems as closed-loop and self-sustaining relationships. Subsystems are managed by SCMs thro...

A qualitative study of subsistence consumer–merchants (SCMs) in Chennai, India, reveals that they sustain relationships in three interdependent relationship domains: vendor, customer, and family. Relying on long interview data, the authors interpret the subsystems as closed-loop and self-sustaining relationships. Subsystems are managed by SCMs thro...

This research investigates how in-store interactions with cashiers and other retail personnel influence consumers’ use of coupons. To explore this phenomenon, we develop and test a model whereby perceived discrimination and customer metaperceptions of cashier attitudes influence both embarrassment and confidence in using coupons which, in turn, aff...

Based on the careful observation and interviews of employees at three companies, and supplemented by cases from the popular business press, a discovery approach is used to derive four management principles that engender creativity and innovation in organizations: (1) manage organizations so that their knowledge base is more diverse than what would...

In August 2006, 85 academicians and practitioners from industry and the nonprofit sector came together on the campus of the University of Illinois at Chicago for a conference unlike others in recent management research history. This conference focused on the subsistence marketplace and its constituents – the billions of individuals and families liv...

This research explores the influence of consumers’ body-related information on beliefs and purchase intentions toward products for which the consumption experience is significantly and directly determined by body-related information (e.g., feel, fit, sense of safety) when the products are bought in body-absent purchase environments such as the Inte...

This study investigates how people's satisfaction judgments are modified after they interact with other group members. It integrates research on customer satisfaction and social influence to develop hypotheses about how an individual's satisfaction is influenced by discrepancies between her expectations about the satisfaction of other group members...

This work draws on consumer and psychology research to explain sociocognitive aspects of product-market dynamics at a higher level of specificity than prior research. The authors extend the field's understanding of marketshaping shared knowledge through a theory-informed discussion of how shared product knowledge comes to exist and how it changes a...

This research tests the interrelationship between product category structure and marketed product models in a mature industry. It focuses on the motorcycle industry between 1990 and 1996. Market stories from published sources for each year are content analyzed to trace the emergence, growth, and disappearance of product categories, and to ascertain...

A study of the decision making and coping of functionally illiterate consumers reveals cognitive predilections, decision heuristics and trade-offs, and coping behaviors that distinguish them from literate consumers. English-as-a-second-language and poor, literate consumers are used as comparison groups. The strong predilection for concrete reasonin...

A qualitative study of three network marketing organizations that sell products and services using distributed workforces suggests how these organizations harvest members' work-family conflict and transform work-related ambivalence into commitment. We offer a model depicting how specific organizational practices, which we label "making workers into...

Advances in information technology are making it possible to deliver multisensory stimuli over the Internet, giving rise to what we call second-generation electronic commerce, and to Web-based exchanges that approach in-store episodes and greatly exceed existing mass-market media in experiential richness. Delivery of multisensory stimuli is not eno...

This study examines the relationship between categorization bases and the persistent use of specific categories in the motorcycle industry. Categorization bases are distinguished from one another and classified based on their distance from embodied experience. The relationship between the different classes that emerge and the number of years that s...

Content analysis of text data and experimental methods are used in two studies that investigate the use of embodied concepts in sense making by marketing managers, and the influence that environmental and dispositional factors have on such usage. Embodied concepts are simple mental outlines that capture aspects of our bodily relationships to the en...

In this article, the authors explore the origins and evolution of product markets from a sociocognitive perspective. Product markets are defined as socially constructed knowledge structures (i.e., product conceptual systems) that are shared among producers and consumers--sharing that enables consumers and producers to interact in the market. The fu...

In this article, the authors explore the origins and evolution of product markets from a sociocognitive perspective. Product markets are defined as socially constructed knowledge structures (i.e., product conceptual systems) that are shared among producers and consumers—sharing that enables consumers and producers to interact in the market. The fun...

Taking a social constructivist perspective, this paper presents a socio-cognitive framework for understanding the dynamics of mature competitive markets. Its fundamental premise is that mature competitive markets are as dynamic as emerging ones because the enactment-sensemaking cycles in which producers and consumers engage, and the constant recali...

A theoretical framework is proposed in which consumers and producers are seen as market actors coupled in behavior-cognition cycles - cycles of enacted behavior and sensemaking that generate product knowledge. Repeated knowledge and sensemaking over product concepts give rise to product conceptual systems shared by market actors. The arguments are...

Using survey data from a sample of fleet purchasing managers, we explore the motivational process of industrial buyers. The results reveal direct and indirect links between self-esteem and both extrinsic and intrinsic motivation. The indirect effects of self-esteem on motivation come through industrial buyer responsiveness to leader behavior and fo...

This study looks at how a marketing organization changed its strategic orientation in response to environmental factors, and at the influence of retentions on the change effort. Retentions are defined , here as the concepts and mental models used by marketing managers when trying to respond to environmental changes. The influence of retentions on s...

This study investigates managerial sensitivity to timing differences in new product introduction decisions. Using a case scenario as the research setting, the study finds that in managerial decisions involving a choice between two-attribute alternatives (dollar value and time), respondents shifted their emphasis between attributes when they were pe...

When encountering novel products, people typically use analogies to familiar products to describe or “make sense” of new ones. When cell phones were first introduced, for example, they were compared to land-line phones and walkie-talkies. The areas of product knowledge from which people draw these analogies are known as source domains, from which t...