Dr. José Antonio Rosa is Professor in Marketing and John and Deborah Ganoe Faculty Fellow at Iowa State University, and also serving as a Faculty Fellow in the ISU Office of Diversity and Inclusion. As an academician, José has studied topics such as subsistence consumer behavior and innovativeness, low literacy consumer behaviors and decision making, the social evolution of markets, and the role of embodied knowledge in consumer and managerial thinking. His research has been published in peer reviewed publications such as Journal of Marketing, Academy of Management Journal, and Journal of Consumer Psychology; and he serves on the Journal of Marketing Editorial Board. José has taught on marketing management, consumer behavior, and managing for innovation to undergraduate, professional graduate, and doctoral students. He was an ACE Fellow in 2013-2104 at Eastern Illinois University. In addition, he has been involved with The PhD Project since the mid-90s. The PhD Project is a joint effort between industry and academia to increase the number of underrepresented minority professors in business schools. José has mentored and advised students regardless of race or ethnicity at all levels throughout his career. He was recognized for such efforts with the 2016 American Marketing Association’s Williams-Qualls-Spratlen Multicultural Mentoring Award and inducted to The PhD Project Hall of Fame in November 2016. José holds degrees from University of Michigan, Dartmouth College, and General Motors Institute (Kettering University). In his professional career, José held management positions in marketing and manufacturing in the automotive and banking industries.