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Merrick School of Business

Anthony Patino

Anthony D. Patino, Ph.D.

Assistant Professor in Marketing

Department of Marketing and Entrepreneurship
Office: Business Center 511
Phone: 410.837.5288

  • Ph.D., Temple University
  • M.B.A., Fuqua School of Business, Duke University
  • M.A., Harvard University
  • B.A., Drew University

Marketing professor Anthony Patino is an expert in advertising and promotion, consumer behavior, public policy, and entertainment marketing. Prior to joining the faculty in 2010, he taught at Loyola Marymount University, University of Delaware and Loyola College of Maryland. Patino also worked in marketing, sales, and research at Towson University, WMAR-TV/Scripps Howard Inc., Sony Picture Entertainment, and ABC/Capital Cities. He is a member of the American Academy of Advertising, American Marketing Association, American Psychological Association, Association for Consumer Research, National Association of Television Programming Executives, and the Society for Consumer Psychology.

Intellectual Contributions

Book Chapters

Kaltcheva, V. D., Winsor, R. D., & Patino, A. D. (2011). Alan P. Fiske’s Relational Models Framework: Applications to Customers’ Relationships with Service Marketers. Nova Science Publishers.

Refereed Journal Articles

Kaltcheva, V. D., Winsor, R. D., Patino, A. D., & Shapiro, S. (2013). Impact of Promotions on Shopper Price Comparisons. Journal of Business Research. 66(7), 809-815.

Patino, A. D., Pitta, D. A., & Quinones, R. (2012). Social Media's Emerging Importance in Market Research: Implications and Concerns. Journal of ConsumerMarketing. 29(3), 223-237.

Patino, A. D., Kaltcheva, V. D., & Michael, S. F. (2012). Adolescent Motivations for Reality Television Viewing: An Exploratory Study. Psychology and Marketing.

Lingelbach, D., Pitta, D. A., & Patino, A. D. (2012). Entrepreneurship Among The Millenials: A Conceptual Framework. Journal of Consumer Marketing.

Patino, A. D., Kaltcheva, V. D., Lingelbach, D., & Pitta, D. A. (2012). Segmenting the toy industry: A study of pre-teen Millennials. Journal of Consumer Marketing/Emerald. 29(2), 156-162.

Kaltcheva, V. D., Patino, A. D., & Chebat, J. (2011). The Impact of Retail Environment Extraordinariness on Customer Self-Concept. Journal of Business Research. 64(6), 551-557.

Patino, A. D., Kaltcheva, V. D., & Smith, M. F. (2011). The Appeal of Reality Television for Teen and Pre-Teen Audiences: The Power of "Connectedness" and Psychodemographics. Journal of Advertising Research. 51(1), 288-297.

Patino, A. D., Kaltcheva, V. D., & Smith, M. F. (2010). Adolescent Motivations to Watch Reality Television. Association for Consumer Research. 38.

Conference Proceedings

Hickman, T. M., Kaltcheva, V. D., Patino, A. D., Joan, P. M., Pitta, D. A., & Winsor, R. D. (2011). Current and Future Managers’ Perceptions of Positive Marketing. Center For Positive Marketing at Fordham University.


Graham, C., Hickman, T., Kaltcheva, V. D., Patino, A. D., Phillips, J. M., Pitta, D. A., & Winsor, R. D. Jesuit Business Education Conference, "Current and Future Jesuit Educated Managers’ Perceptions of Socially Responsible Marketing," Jesuit Business Educators, Los Angeles, Ca. (2012).

Bui, M., Patino, A. D., & Kaltcheva, V. Marketing and Public Policy Conference, "Do What I Say, Not What I Do! The Liberating Effects of Health Symbol Marketing on Unhealthy Food Packaging," AMA, Washington, DC. (2011).

Patino, A. D. Center for Teaching Excellence, "The Use of TVM2 in the Classroom: A Study of a Nielsen Simulation in Entertainment Marketing Education," Loyola Marymount University, Los Angeles, CA. (2010).

Contracts, Grants and Sponsored Research

Patino, Anthony D.(Principal), Kachura, Matthew (Supporting), Kaltcheva, Velitchka (Supporting), Pitta, Dennis A., "Gaining Insight into Consumers’ Food Literacy and Motivations in a Food Desert: An Exploratory Study for Public Policy Development" Sponsored by ACR, Private, $1350. (2012).

Media Contributions

Daily Record: Interviews per D. Giles (2012).

Research in Progress

"An Empirical Assessment of Excel PivotTables and PivotCharts as Effective Marketing Information Literacy Tools." (Writing Results)

"Male Body Image: A Shift from Downward to Upward Social Comparison" (On-Going)
Target: Journal of Men and Masculinity

"Online and Mobile Marketin 2009 vs. 2013"

"Online and Mobile Marketing in Package Delivery Business"

"Reality Television Viewing: The Impact of Connectedness on Aspirational Values, Age, and Gender" (On-Going)
Target: Young Consumers

"Unintended Consequences of the Use of the Fear and Sexual Appeal in Public Health Campaigns" (Writing Results)
Target: Journal of Marketing and Public Policy