Americus Reed

Professor of Marketing, The Wharton School

Professor Americus Reed is the Marketing Department’s only “identity theorist,” focusing his research on the role consumers’ self-concepts play in guiding buying decisions. He examines how social identity, social influence, values, attitudes and judgments interact in shaping purchase decisions and consumer behavior, but from a social psychology point of view. Most recently, Professor Reed studied brand identity by examining the triggers that lead consumers to identify with and become loyal to a product, brand or logo. Other recent research looked at judgments that are linked to a person’s identity are virtually immovable, or “sticky,” providing new information for marketing managers about product loyalty. Professor Reed’s research has been published in top-tier academic journals including the Journal of Consumer Research, the Journal of Marketing Research and the Journal of Personality and Social Psychology. His teaching interests include courses in Consumer Behavior, Marketing Research, Marketing Management, Organizational Behavior and Social Psychology. That Professor Reed received his PhD from the University of Florida, and his MS and BA degrees from Georgia State University.

Past Appearances

Marketing Matters: October 2, 2019

Host Americus Reed is joined by William Humphrey (Assistant Professor of Marketing, Florida International University), Dave Sargent (Vice President of Global Automotive, J.D. Power), and Brad Grossman (Founder, CEO, Zeitguide) on the Wednesday, October 2, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, October 2, 2019

Marketing Matters: September 25, 2019

Hosts Americus Reed and Barbara Kahn are joined by Cooper Lawrence (Multiple Gracie Award winning radio host, TV Personality, Author, and Ph.D., 710 WOR), Jason Yim (CEO, Trigger), Mike Kijewski (CEO, MedCrypt), and Catharine Hays on the Wednesday, September 25, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 25, 2019

Marketing Matters: September 18, 2019

Hosts Americus Reed and Barbara Kahn are joined by Andrew Chung (Founder & CEO, Innovo Property Group), Kwame A. Appiah (Professor of Philosophy and Law, New York University), and Lee Thompson (Co-Founder, FlashPack) on the Wednesday, September 18, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 18, 2019

Marketing Matters: September 11, 2019

Hosts Americus Reed and Barbara Kahn are joined by Jake Hancock (Partner, Brand Strategy, Lippincott), Jennifer Escalas (Professor of Marketing, Owen Graduate School of Management, Vanderbilt University), and Norty Cohen (Founder; Author of “The Participation Game: How the Top 100 Brands Build Loyalty In A Skeptical World”, Moosylvania) on the Wednesday, September 11, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 11, 2019

Marketing Matters: September 4, 2019

Hosts Americus Reed and Barbara Kahn are joined by William Humphrey (Assistant Professor of Marketing, Florida International University) and Brad Grossman (Founder, CEO, Zeitguide) on the Wednesday, September 4, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 4, 2019

Marketing Matters: August 28, 2019

Hosts Americus Reed and Barbara Kahn are joined by Gideon Nave (Professor, Marketing, the Wharton School), Joel Beckerman (Award-Winning Composer and Founder of Man Made Music; Author of The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy, Man Made Music), and Geoff Cottrill (VP-Strategic Marketing, The Coca-Cola Company) on the Wednesday, August 28, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, August 28, 2019

Marketing Matters: August 21, 2019

Hosts Americus Reed and Barbara Kahn are joined by Sam Yagan (CEO, ShopRunner), Laura Stampler (Contributing Writer, Fortune Magazine), and Chris Rodgers (Founder and CEO, Colorado SEO Pros) on the Wednesday, August 21, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, August 21, 2019

Marketing Matters: August 14, 2019

Host Americus Reed is joined by Simon Tam (Founder and Bassist, The Slants), Dan Granger (CEO and Founder, Oxford Road), and Daniel Korschun (Associate Professor of Marketing, Lebow College of Business at Drexel University) on the Wednesday, August 14, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, August 14, 2019

Marketing Matters: August 7, 2019

Hosts Americus Reed and Barbara Kahn are joined by Andrew Chung (Founder & CEO, Innovo Property Group), Kwame A. Appiah (Professor of Philosophy and Law, New York University), and Lee Thompson (Co-Founder, FlashPack) on the Wednesday, August 7, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, August 7, 2019

Marketing Matters: July 31, 2019

Hosts Americus Reed and Barbara Kahn are joined by Kristin Flor Perret (Senior Vice President-Global Marketing, WE Communications), Meng Zhu (Associate Professor, Johns Hopkins University), and Joseph Jaffe (Author, “Built to Suck”, HMS Beagle) on the Wednesday, July 31, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, July 31, 2019

Spotlight

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Marketing Matters Show Cover PictureMarketing Matters
Analysis and research into advertising, marketing, customer behavior, and new product launches.
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On Wharton Business Radio

Marketing Matters: October 9, 2019 Episode Featured ImageMarketing Matters: October 9, 2019

Hosts Americus Reed and Barbara Kahn are joined by Mansur Khamitov (Assistant Professor of Marketing and Consumer Behavior, Nanyang Business School, NTU Singapore) and Frost Prioleau (Co-Founder and CEO, Simpli.fi) on the Wednesday, October 9, 2019 edition of Marketing Matters.

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Wharton Stories

The More Than Ever Tour Brings the Classroom Experience to Alumni  Story Featured ImageThe More Than Ever Tour Brings the Classroom Experience to Alumni
Lifelong Learning is hitting the road on a five-city tour to connect alumni to the latest cutting-edge research from Wharton faculty.
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