Marketing — MBA — Business Administration — Executive MBA — Global Entrepreneurial Management
Anthony  Patino

Anthony Patino

Associate Professor

Anthony Patino is a renowned expert in entertainment, advertising and promotion, consumer behavior, public policy and marketing analytics. He holds degrees in marketing, business administration, planning and social policy from Duke University, Harvard University and Temple University. His widely-published research takes him to conferences all over the U.S.

During his career in entertainment, Dr. Patino worked in marketing, sales and research at leading entertainment firms like Sony Picture Entertainment, ABC, Capital Cities, WMAR-TV and Scripps Howard Inc. He incorporates his twenty years of experience as an entertainment marketing executive into his illustrious teaching career.

Prior to joining the USF School of Management's faculty in 2013, Dr. Patino taught at the University of Baltimore, Loyola Marymount University, University of Delaware and Loyola College of Maryland. Dr. Patino's research informs his teachings on global market strategy, integrated marketing communication, consumer behavior and promotional strategy.


Ph.D., Business Administration, Marketing, Temple University, Philadelphia, Pennsylvania, 2006
M.B.A., Marketing, Duke University, North Carolina, 1991
M.A., Administration, Planning and Social Policy, Harvard University, Cambridge, Massachusetts, 1989
B.A., Mathematics, Drew University, Madison, New Jersey, 1985

Courses Offered
  • The following courses represent the last 3 years of teaching and do not represent the current course offerings.

The following list is a selection of recent publications and does not represent the entire body of research.

Bui, M., Kaltcheva, V.D., Patino, A., & Leventhal, R. (2013). Front-of-Package Labels: Influences of Varying Nutritional Food Labels on Parental Decisions. Journal of Product and Brand Management, 22 (5/6)

Quinones, R., Winsor, R.D., Patino, A., & Hoffmann, P. (2013). The Regulation of Dietary Supplements within the United States: Flawed Attempts at Mending a Defective Consumer Safety Mechanism. Journal of Consumer Affairs, 47 (2), 328-357

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

Patino, A., Pitta, D. & Quinones, R. (2012). Social Media's Emerging Importance in Market Research: Implications and Concerns. Journal of Consumer Marketing, 29 (3), 233-237

Patino, A., Kaltcheva, V.D. & Smith, M.F. (2012). Adolescent Motivations for Reality Television Viewing: An Exploratory Study. Psychology & Marketing, 29 (3); 136-143

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

Honors and Awards

Transformative Research Grant, Association for Consumer Research, for "Gaining Insight into Consumers' Food Literacy and Motivations in a Food Desert: An Exploratory Study for Public Policy Development" (Anthony Patino, Matthew T. Kachura, Velitchka D. Kaltcheva, and Dennis Pitta)

AMA-Sheth Foundation Doctoral Consortium Fellow, University of Connecticut, 2005


Editorial Advisory Board -Journal of Consumer Marketing 2013

Board of Directors, Education Director, Marketing Research Association of Southern California, 2011-2013

Vice President of Marketing and Research, WMAR-TV and ABC-TV, Baltimore, Maryland, 1996 - 2000

Director, Network and Cable Marketing and Research, Sony Pictures Entertainment, Culver City, California, 1995 - 1996

Director, Research and Sales Development, ABC / Capital Cities, New York City, New York, and Durham, North Carolina, 1990 - 1995

Anthony Patino, University of San Francisco School of Management