Eric D. DeRosia

Assistant Professor
Business Management, Department of


Office: 671 TNRB
Phone: (801) 473-5051
Email: ederosia@byu.edu
Media Contact: Prefers no media contact.
Expertise:
  • Marketing: Consumer Behavior
Research:
  • My research focuses on the response of viewers to advertising. I am interested in the attributes of advertisements and the influence of these attributes on viewer response. Furthermore, I am interested in extending previous research on viewer response by looking more closely at the details of such responses, including belief formation. My primary intention is to make important contributions to theory. Where possible, I also intend my research to have direct managerial application.
Education:
  • Ph.D., Marketing, University of Michigan Business School, 2003
  • B.S., Business Management (minor emphasis in Statistics), Marriott School of Management, Brigham Young University, 1994
Group Affiliations:
  • Marketing - Primary
Selected Publications:
  • "Blind Insights: A New Technique for Testing A Priori Hypotheses with Qualitative Methods," Qualitative Marketing Research Volume 12, Issue 1, Pages 15-35, January, 2009    V I E W   A B S T R A C T
  • "Sophistication, Bridging the Gap, and the Likelihood of Confusion: An Empirical and Theoretical Analysis," Trademark Reporter [a peer-reviewed legal journal devoted to trademarks] Volume 98, Issue July/August, Pages 913-949, July, 2008    V I E W   A B S T R A C T
  • "Trademarks, Consumer Psychology, and the Sophisticated Consumer," Emory Law Journal Volume 57, Issue 3, Pages 575-650, July, 2008    V I E W   A B S T R A C T
  • "The Effectiveness of Nonverbal Symbolic Signs and Metaphors in Advertisements: An Experimental Inquiry," Psychology & Marketing Volume 25, Issue 3, Pages 298-316, March, 2008    V I E W   A B S T R A C T
  • "Forecasting Deep Consumer Resonance: An Application of the Zaltman Metaphor Elicitation Technique (ZMET)," Advances in Business Management and Forecasting Volume 5, Elsevier Science, Oxford, UK, Kenneth D. Lawrence and Michael D. Geurts, 2008    V I E W   A B S T R A C T
  • "The Stonewall Metaphor: Making an Impact with Transformative Consumer Research," Advances in Consumer Research Volume 34, Association for Consumer Research, Duluth, MN, Gavan J. Fitzsimons and Vicki G. Morwitz, 2007    V I E W   A B S T R A C T
  • "Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures," Go Figure: New Directions in Advertising Rhetoric M.E. Sharpe, Armonk, NY, Edward F. McQuarrie and Barbara J. Phillips, 2007    V I E W   A B S T R A C T
  • "Civil Metaphor," Marketing Research Volume 18, Issue 1, Pages 8-13, January, 2006    V I E W   A B S T R A C T
  • "Improving Sales Forecasts by Testing Underlying Hypotheses About Consumer Behavior: A Proposed Qualitative Method," Advances in Business Management and Forecasting Volume 4, p. 183-197, Elsevier Science, Oxford, UK, Kenneth D. Lawrence and Michael D. Geurts, 2006    V I E W   A B S T R A C T
  • "A New Sleeper Effect: The Temporal Effects of Making Messages More Challenging," Proceedings of the American Academy of Advertising 2005    V I E W   A B S T R A C T
  • "The Cognitive Processes Underlying the Interpretation of Visual Metaphors," Advances in Consumer Research Volume 29, 2001    V I E W   A B S T R A C T
  • "An Experimental Investigation of the Processes Underlying the Interpretation of Nonverbal Signs and Metaphors in Advertising," Advances in Consumer Research 2000    V I E W   A B S T R A C T
Experience:
   Professional
  • Project Director (ad hoc market research), Opinion Research Corporation, 1994-1997
  • Assistant Project Director (continuous and ad hoc market research), Fairfax Research Group, 1993-1994
Awards:
  • Outstanding Researcher Award , Business Management Department , 2009
  • Outstanding Teacher Award , Business Management Department , 2007
  • Fellow, AMA-Sheth Doctoral Consortium , American Marketing Association , 2001
  • Milton G. and Josephine H. Kendrick Marketing Award for outstanding doctoral work , University of Michigan , 2000
  • Fellow, 30th Annual Albert J. Haring Symposium , University of Michigan , 2000
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