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

PhD, Northwestern University; BA, University of Illinois


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.


The Collectivve Unconscious in Marketing Teams: The Brand and Its Managers on the Couch 2013
Russell W. Belk: The Early Years 2013
Marketing Legends: Russell Belk (The Early Years) 2012
Focus Groups and Depth Interviews 2010
Focus Groups and Depth Interviews 2009
Focus Group Research: Exploration and Discovery 2007
Dimensao Ritual do Comportamento de Consumo 2007
Let's Pretend: Projective Methods Reconsidered 2006
Focus Groups: Theory and Practice 2006
Focus Group Research: Exploration and Discovery 2006
Interesting Stuff: A Commentary on Ritual Consumption Studies 2004
Focus Groups Fail to Connect Theory and Current Practice 2003
Advances in Consumer Research 2003
Out-of-Focus Groups 2003
A Typology of Projective Methods 2001
Four Questions about Consumer Motivation Research 2000
Sidney J. Levy: un Visionnaire du Marketing 2000
Symbols Still for Sale 2000
Consumer Rituals and Ritualized Consumption 1999
Defending the Dowager: Competitive Communication Strategies for Declining Man Brands 1999
Impulse Buying 1999
Operationalization and Normative Effect of Buying Impulsiveness: A Comparison Between Korea and the United States 1997
Normative Influences in Impulsive Buying Behavior 1995
Growing and Keeping Brand Equity 1995
Translating Marketing Strategy: Implementation as a Managerial Communication 1994
An Exploratory Study of Impulse Buying in Hong Kong 1993
In the Mood: Affective Elements in Impulse Buying 1993
I Was 'Observed' and Auto-Driven by the Odyssey 1991
Effects of Impulse Purchases on Consumers' Affective States 1988
Researching Consumer Fantasy 1988
Modern Hex Signs and Symbols of Security 1987
The Buying Impulse 1987
Thematic Apperception Test Applications in Cross-Cultural Research 1987
An Exploratory Study of Impulse Buying in an Oriental Culture: The Case of Singapore 1986
The Ritual Dimension of Consumer Behavior 1985
Body Cathexis and Grooming Market Segmentation Issues 1985
Consuming Impulses 1985
Ritual Behavior and Consumer Symbolism 1984
Targeting the 'Solo' Consumer 1984
Psychosocial Themes in Consumer Grooming Rituals 1983
Brands, Trademarks, and the Law 1981
Social Division and Aesthetic Specialization: The Middle Class and Musical Events 1981