Yoshiko Demotta

Yoshiko Demotta is an Associate Professor of Marketing at the Silberman College of Business, Fairleigh Dickinson University. She specializes in prosocial consumption, sustainability, and corporate social responsibility (CSR), with a focus on cross-cultural psychology and ethical marketing strategies. Her research bridges consumer behavior and social responsibility, addressing topics like charitable giving, corporate relief efforts, and the impact of cultural factors on marketing effectiveness. Demotta holds a PhD from the Graduate Center, City University of New York (CUNY), and has taught at all academic levels, including executive programs. She has been recognized with awards such as the NJPRO Bright Ideas Award (2018) and Silberman College of Business Teacher of the Year (2019). Prior to academia, she worked in the private sector as a researcher at Dentsu in New York.

Her work appears in top journals like the Journal of Consumer Research and Journal of Consumer Psychology. Key research themes include CSR strategy alignment, the role of thinking styles in consumer responses, and the influence of cultural dimensions such as vertical individualism on sustainable consumption. Demotta’s courses emphasize sustainable marketing practices and strategic decision-making. She actively explores how psychological factors like perceived control and dialectical thinking shape consumer decisions in socially responsible contexts.

Demotta’s research also addresses disaster relief marketing, exploring how controllability perceptions affect consumer evaluations of corporate aid. Her studies on minority group consumption behaviors highlight the interplay of identity and cultural norms in purchasing decisions. She continues to advance understanding of ethical consumerism and the integration of social responsibility into marketing frameworks.