Profile image of Jeffrey Rotman

Dr Jeffrey Rotman



Senior Lecturer (Department of Marketing)


Faculty of Business and Law


Deakin Business School


Melbourne Burwood Campus


Doctor of Philosophy, University of Western Ontario, 2017

+61 3 924 68843


Dr Jeff Rotman is a Senior Lecturer in the Department of Marketing at Deakin Business School and the recipient of the 2021 Vice-Chancellor’s Early Career Researcher Award for Career Excellence. He specialises in research on consumer psychology with a specific focus on the areas of morality, ethics, justice, and emotion. Dr Rotman’s work has been published in the Journal of Consumer Psychology, Marketing Letters, Cognition, Public Opinion Quarterly, and the Journal of Business Ethics.

Read more on Jeffrey's profile

Research interests

  • Emotions
  • Moral Psychology
  • Justice

Teaching interests

  • Consumer Behaviour
  • Integrated Marketing Communications

Professional activities

Media appearances


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The customer is often wrong: Investigating the influence of customer failures and apologies on frontline service employee well-being

N Robertson, J Rotman, L McQuilken, A Ringer

(2023), Psychology and Marketing, C1

journal article

Should Artificial Intelligent Agents be Your Co-author? Arguments in Favour, Informed by ChatGPT

M Polonsky, J Rotman

(2023), Vol. 31, pp. 91-96, Australasian Marketing Journal, London, Eng., C1

journal article

Reversing the denomination effect in tipping contexts

J Zenkić, J Lei, K Millet, J Rotman

(2023), pp. 1-8, Journal of Consumer Psychology, London, Eng., C1

journal article

The Ethical Standards of Judgment Questionnaire: Development and Validation of Independent Measures of Formalism and Consequentialism

E Love, T Salinas, J Rotman

(2020), Vol. 161, pp. 115-132, Journal of Business Ethics, C1

journal article

Addressing global warming denialism: the efficacy of mechanism-based explanations in changing global warming beliefs

J Rotman, T Weber, A Perkins

(2020), Vol. 84, pp. 74-103, Public opinion quarterly, Oxford, Eng., C1

journal article

What do online complainers want? An examination of the justice motivations and the moral implications of vigilante and reparation schemas

Y Grégoire, R Legoux, T Tripp, M Radanielina-Hita, J Joireman, J Rotman

(2019), Vol. 160, pp. 167-188, Journal of business ethics, Dordrecht, The Netherlands, C1

journal article

Lie, cheat, and steal: how harmful brands motivate consumers to act unethically

J Rotman, M Khamitov, S Connors

(2018), Vol. 28, pp. 353-361, Journal of consumer psychology, Chichester, Eng., C1

journal article

The warmth of our regrets: managing regret through physiological regulation and consumption

J Rotman, S Lee, A Perkins

(2017), Vol. 27, pp. 160-170, Journal of consumer psychology, Amsterdam, The Netherlands, C1-1

journal article

Loyalty as a matter of principle: the influence of standards of judgment on customer loyalty

E Love, M Staton, J Rotman

(2016), Vol. 27, pp. 661-674, Marketing letters, New York, N.Y., C1-1

journal article

Embodied cognition and social consumption: elf-regulating temperature through social products and behaviors

S Lee, J Rotman, A Perkins

(2014), Vol. 24, pp. 234-240, Journal of consumer psychology, New York, N.Y., C1-1

journal article

Funded Projects at Deakin

Other Public Sector Funding


Dr Jeffrey Rotman, Prof Michael Polonsky

Victorian Workcover Authority (WorkSafe Vic) - Partnership

  • 2019: $37,956

Industry and Other Funding

Edge Distributed Energy Resources Marketplace Trial.

A/Prof Joshua Newton, Dr Jeffrey Rotman, Dr Virginia Weber

Geomatic Technologies Pty Ltd (t/as Mondo Power P/L)

  • 2022: $140,000

Project EDGE customer insights.

A/Prof Joshua Newton, Dr Jeffrey Rotman, Dr Virginia Weber

Australian Energy Market Operator Ltd

  • 2023: $72,496
  • 2022: $74,992

Project EDGE: Customers Insights Research

A/Prof Joshua Newton, Dr Virginia Weber, Dr Jeffrey Rotman, Dr Jay Zenkic

Mondo Power Pty Ltd

  • 2023: $153,750

Other Funding Sources

Fairly integrating Distributed Energy Resources (DERs) into the National Electricity Market.

A/Prof Joshua Newton, Dr Virginia Weber, Dr Jeffrey Rotman, Dr Jay Zenkic, Prof Jenni Lightowlers

iMove Australia Limited

  • 2023: $85,600


Associate Supervisor

Hedieh Karachi

Thesis entitled: The Effect of Nostalgia on Product and Brand Choices: Three Essays

Doctor of Philosophy, Department of Marketing