University of Southern California

Dennis Rook
Chair of the Department of Marketing & Professor of Clinical Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-5030
Education: 
PhD, Northwestern University; BA, University of Illinois

Overview

Dennis Rook’s methodological expertise resides in the domain of qualitative behavioral research, where his focus has been on the theory, design and execution of focus groups, individual depth interviews, and projective methods. He has relied on these tools to investigate consumer impulse buying, consumption rituals, and consumer symbolism, the research of which has been published in marketing’s leading journals, as well as specialized boutique publications.

Research

Rook, D. W., "The Collectivve Unconscious in Marketing Teams: The Brand and Its Managers on the Couch," in , Marketing Theory 2013.
Rook, D. W., "Russell W. Belk: The Early Years," in Sheth, J., eds., Legends in Consumer Behavior: Russell W. Belk, Sage Publications 2013.
Rook, D. W., "Marketing Legends: Russell Belk (The Early Years)," in Sheth, J., eds., Legends in Marketing, Sage Publications, Thousand Oaks, CA 2012.
Rook, D. W., "Focus Groups and Depth Interviews," in Kamakura, W., eds., Wiley International Encyclopedia of Marketing 2010.
Rook, D. W., "Focus Groups and Depth Interviews," in Kamakura, W., eds., , Wiley International Encyclopedia of Marketing 2009.
Stewart, D. W., and Rook, D. W. (2007) "Focus Group Research: Exploration and Discovery,".
Rook, D. W. (2007) "Dimensao Ritual do Comportamento de Consumo," Revista de Administracao de Empresas (RAE), #1 (January-March).
Rook, D. W., "Let's Pretend: Projective Methods Reconsidered," in Belk, R., eds., Handbook of Qualitative Research Methods in Marketing, Elgar Publishing Limited, Northampton, MA 2006.
Stewart, D. W., Shamdasani, P. N., and Rook, D. W. (2006) "Focus Groups: Theory and Practice," Sage Publications (2).
Stewart, D. W., Shamdasani, P. N., and Rook, D. W. (2006) "Focus Group Research: Exploration and Discovery," Sage Publications (Second).
Rook, D. W., "Interesting Stuff: A Commentary on Ritual Consumption Studies," in Otnes, C., and Lowrey, T., eds., Contemporary Consumption Rituals: A Research Anthology, Lawrence Erlbaum Associates, New York 2004.
Rook, D. W. (2003) "Focus Groups Fail to Connect Theory and Current Practice," Marketing News 40-45.
Rook, D. W., and Keller, P. (2003) "Advances in Consumer Research," Association for Consumer Research, XXX.
Rook, D. W. (2003) "Out-of-Focus Groups," Marketing Research, 15 (2), 10-15.
Rook, D. W. (2001) "A Typology of Projective Methods," Advances in Consumer Research, 28.
Rook, D. W., "Four Questions about Consumer Motivation Research," in Rattneshwar, S., Mick, D., and Huffman, C., eds., They Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires, Routledge, London 2000.
Rook, D. W., "Sidney J. Levy: un Visionnaire du Marketing," in Jolibert, A., eds., Les Essentials du Marketing, Editions EMS, Grenoble, France 2000.
Rook, D. W. (2000) "Symbols Still for Sale," American Marketing Association 50-54.
Rook, D. W., "Consumer Rituals and Ritualized Consumption," in Earl, P., and Kemp, S., eds., The Elgar Companion of Consumer Research and Economic Psychology, Elgar Publishing, Ltd., Brookfield, VT 1999.
Rook, D. W., and Levy, S. J., "Defending the Dowager: Competitive Communication Strategies for Declining Man Brands," in Brands, Symbols, Consumers and Research: Sidney J. Levy on Marketing, Sage Publications 1999.
Rook, D. W., "Impulse Buying," in Earl, P., and Kemp, S., eds., The Elgar Companion of Consumer Research and Economic Psychology, Elgar Publishing, Ltd. 1999.
Rook, D. W., Lyi, D. R., Lee, S. B., Kwak, H. J., and Fischer, R. J. (1997) "Operationalization and Normative Effect of Buying Impulsiveness: A Comparison Between Korea and the United States," Korean Journal of Advertising, 8 (1), 83-92.
Rook, D. W., and Fischer, R. J. (1995) "Normative Influences in Impulsive Buying Behavior," Journal of Consumer Research, 22 (3), 305-313.
Rook, D. W. (1995) "Growing and Keeping Brand Equity," USC Business 42-47.
Rook, D. W., Levy, S., and Freyerichs, G., eds. Translating Marketing Strategy: Implementation as a Managerial Communication, Dartnell, New York 1994.
Rook, D. W., and Shamdasani, P. (1993) "An Exploratory Study of Impulse Buying in Hong Kong," Hong Kong University.
Rook, D. W., and Gardner, M. P., "In the Mood: Affective Elements in Impulse Buying," in Costa-Arnold, J., and W. Belk, R., eds., Research in Consumer Behavior, JAI Press, Greenwich, CT 1993.
Rook, D. W., "I Was 'Observed' and Auto-Driven by the Odyssey," in Belk, R., eds., Highways and Buywavs: Naturalistic Research from the Consumer Behavior Odyssey, Association for Consumer Research, Provo, UT 1991.
Rook, D. W., "Researching Consumer Fantasy," in Hirschman, E., and Sheth, J., eds., Research in Consumer Behavior, JAI Press, Greenwich, CT 1988.
Rook, D. W., and Gardner, M. P., "Effects of Impulse Purchases on Consumers' Affective States," in Houston, M., eds., Advances in Consumer Research, Association for Consumer Research, Provo, UT 1988.
Rook, D. W., "Thematic Apperception Test Applications in Cross-Cultural Research," in Tan, C., Lazer, W., and Kirpalani, V., eds., Emerging International Strategic Fronteirs, American Marketing Association, Chicago 1987.
Rook, D. W., "Modern Hex Signs and Symbols of Security," in Umiker-Sebeok, J., eds., Marketing and Semiotics: New Directions in the Study of Signs for Sale, Mouton de Gruyter, Amsterdam 1987.
Rook, D. W. (1987) "The Buying Impulse," Journal of Consumer Research, 14, 189-199.
Rook, D. W., and Shamdasani, P. (1986) "An Exploratory Study of Impulse Buying in an Oriental Culture: The Case of Singapore," Singapore Marketing Review, IV, 7-20.
Rook, D. W. (1985) "The Ritual Dimension of Consumer Behavior," Journal of Consumer Research, 12, 251-264.
Rook, D. W., "Consuming Impulses," in Holbrook, M., and Hirschman, E., eds., Advances in Consumer Research, Association for Consumer Research, Provo, UT 1985.
Rook, D. W., "Body Cathexis and Grooming Market Segmentation Issues," in Soloman, M., eds., The Psychology of Fashion, Lexington Books, Lexington, MA 1985.
Rook, D. W., "Ritual Behavior and Consumer Symbolism," in Kinnear, T., eds., Advances in Consumer Research, Association for Consumer Research, Provo, UT 1984.
Rook, D. W. (1984) "Targeting the 'Solo' Consumer," Eleventh International Research Seminar in Marketing 142-155.
Rook, D. W., and Levy, S. J., "Psychosocial Themes in Consumer Grooming Rituals," in Bagozzi, R., Tybout, A., and Arbor, A., eds., , Advances in Consumer Research 1983.
Rook, D. W., and Levy, S. J., "Brands, Trademarks, and the Law," in Enis, B., and Roering, K., eds., Review of Marketing 1981, American Marketing Association, Chicago 1981.
Rook, D. W., Levy, S. J., and Czepiel, J., "Social Division and Aesthetic Specialization: The Middle Class and Musical Events," in Hirschman, E., Holbrook, M., and Arbor, A., eds., Symbolic Consumer Behavior, Association for Consumer Research 1981.