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Dennis Rook

Professor Emeritus of Clinical Marketing

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.
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Dennis Rook, Hakan Cengiz () "Voluntary Simplicity in the Final Rite of Passage: Death ,".
Dennis Rook () "Russell W. Belk: The Early Years ,"  Legends in Consumer Behavior: Russell W. Belk  Sage Publications.
Dennis Rook () "Focus Groups and Depth Interviews ,"  Wiley International Encyclopedia of Marketing.
Dennis Rook () "Focus Groups and Depth Interviews ,"  Wiley International Encyclopedia of Marketing  Marketing Research.
David Stewart, Dennis Rook () "Focus Group Research: Exploration and Discovery ,"  The Handbook of Applied Social Research Methods.
Dennis Rook () "Dimensao Ritual do Comportamento de Consumo ,"  Revista de Administracao de Empresas (RAE)  #1.
Dennis Rook () "Let's Pretend: Projective Methods Reconsidered ,"  Handbook of Qualitative Research Methods in Marketing  Elgar Publishing Limited, 11, 143-155.
David Stewart, Prem Shamdasani, Dennis Rook () "Focus Groups: Theory and Practice ,"  Sage Publications.
David Stewart, Prem Shamdasani, Dennis Rook () "Focus Group Research: Exploration and Discovery ,"  The Handbook of Applied Social Research Methods  Sage Publications.
Dennis Rook () "Interesting Stuff: A Commentary on Ritual Consumption Studies ,"  Contemporary Consumption Rituals: A Research Anthology  Lawrence Erlbaum Associates, 315-319.
Dennis Rook () "Focus Groups Fail to Connect Theory and Current Practice ,"  Marketing News, 40-45.
Dennis Rook, Puman Keller () "Advances in Consumer Research ,"  Proceedings of the Association for Consumer Researach Annual Conference  Association for Consumer Research  XXX.
Dennis Rook () "Out-of-Focus Groups ,"  Marketing Research  15, 10-15.
Dennis Rook () "A Typology of Projective Methods ,"  Advances in Consumer Research  28.
Dennis Rook () "Symbols Still for Sale ,"  Proceedings of the 15th Paul D Converse Symposium  American Marketing Association, 50-54.
Dennis Rook () "Four Questions about Consumer Motivation Research ,"  They Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires  Routledge, 313-318.
Dennis Rook () "Sidney J. Levy: un Visionnaire du Marketing ,"  Les Essentials du Marketing  Editions EMS, 116-137.
Dennis Rook () "Consumer Rituals and Ritualized Consumption ,"  The Elgar Companion of Consumer Research and Economic Psychology  Elgar Publishing, Ltd., 506-511.
Dennis Rook, Sidney Levy () "Defending the Dowager: Competitive Communication Strategies for Declining Man Brands ,"  Brands, Symbols, Consumers and Research: Sidney J. Levy on Marketing  Sage Publications, 171-196.
Dennis Rook () "Impulse Buying ,"  The Elgar Companion of Consumer Research and Economic Psychology  Elgar Publishing, Ltd., 328-333.
Dennis Rook, De Lyi, Sang Lee, Hyok Kwak, Robert Fischer () "Operationalization and Normative Effect of Buying Impulsiveness: A Comparison Between Korea and the United States ,"  Korean Journal of Advertising  8, 83-92.
Dennis Rook, Robert Fischer () "Normative Influences in Impulsive Buying Behavior ,"  Journal of Consumer Research  22, 305-313.
Dennis Rook () "Growing and Keeping Brand Equity ,"  USC Business, 42-47.
Dennis Rook () "Translating Marketing Strategy: Implementation as a Managerial Communication ,"  Marketing Managers Handbook  Dartnell, 64-76.
Dennis Rook, Prem Shamdasani () "An Exploratory Study of Impulse Buying in Hong Kong ,"  Proceedings of the Academy of International Business West and South Asian Regions  Hong Kong University.
Dennis Rook, Meryl Gardner () "In the Mood: Affective Elements in Impulse Buying ,"  Research in Consumer Behavior  JAI Press  6, 1-28.
Dennis Rook () "I Was 'Observed' and Auto-Driven by the Odyssey ,"  Highways and Buywavs: Naturalistic Research from the Consumer Behavior Odyssey  Association for Consumer Research, 48-58.
Dennis Rook, Meryl Gardner () "Effects of Impulse Purchases on Consumers' Affective States ,"  Advances in Consumer Research  Association for Consumer Research  15, 127-131.
Dennis Rook () "Researching Consumer Fantasy ,"  Research in Consumer Behavior  JAI Press  3, 247-270.
Dennis Rook () "Modern Hex Signs and Symbols of Security ,"  Marketing and Semiotics: New Directions in the Study of Signs for Sale  Mouton de Gruyter, 239-246.
Dennis Rook () "The Buying Impulse ,"  Journal of Consumer Research  14, 189-199.
Dennis Rook () "Thematic Apperception Test Applications in Cross-Cultural Research ,"  Emerging International Strategic Fronteirs  American Marketing Association, 328-331.
Dennis Rook, Prem Shamdasani () "An Exploratory Study of Impulse Buying in an Oriental Culture: The Case of Singapore ,"  Singapore Marketing Review  IV, 7-20.
Dennis Rook () "The Ritual Dimension of Consumer Behavior ,"  Journal of Consumer Research  12, 251-264.
Dennis Rook () "Body Cathexis and Grooming Market Segmentation Issues ,"  The Psychology of Fashion  Lexington Books, 233-242.
Dennis Rook () "Consuming Impulses ,"  Advances in Consumer Research  Association for Consumer Research.
Dennis Rook () "Ritual Behavior and Consumer Symbolism ,"  Advances in Consumer Research  Association for Consumer Research, 279-284.
Dennis Rook () "Targeting the 'Solo' Consumer ,"  Quality and Innovation Policies, Market Segmentation and Positioning  Eleventh International Research Seminar in Marketing, 142-155.
Dennis Rook, Sidney Levy () "Psychosocial Themes in Consumer Grooming Rituals ,"  Advances in Consumer Research   10, 329-334.
Dennis Rook, Sidney Levy, John Czepiel () "Social Division and Aesthetic Specialization: The Middle Class and Musical Events ,"  Symbolic Consumer Behavior  Association for Consumer Research, 38-45.
Dennis Rook, Sidney Levy () "Brands, Trademarks, and the Law ,"  Review of Marketing 1981  American Marketing Association, 185-194.