USF logo

Anthony Patino

Professor / Associate Dean of Graduate Programs

Full-Time Faculty

(415) 422-4152 SFH Downtown Campus, Second floor


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, 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, Patino taught at the University of Baltimore, Loyola Marymount University, University of Delaware and Loyola College of Maryland. Patino's research informs his teachings on global market strategy, integrated marketing communication, consumer behavior and promotional strategy.

PhD, Business Administration, Marketing, Temple University, Philadelphia, Pennsylvania, 2006
MBA, Marketing, Duke University, North Carolina, 1991
MA, Administration, Planning and Social Policy, Harvard University, Cambridge, Massachusetts, 1989
BA, Mathematics, Drew University, Madison, New Jersey, 1985
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
Selected Publications

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

Awards & Distinctions

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