Americus Reed

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 10, 2018

Hosts Americus Reed and Barbara Kahn are joined by Kristin Hildebrand (Founder, WONE) and Jay Stein (Chief Executive Officer, Dream Hotel Group) on the Wednesday, October 10, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, October 10, 2018

Marketing Matters: October 3, 2018

Hosts Americus Reed and Barbara Kahn are joined by Lynn Branigan (President and CEO, She Runs It) and Kate Ryan (Managing Director, US, Diffusion) on the Wednesday, October 3, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, October 3, 2018

Marketing Matters: September 19, 2018

Hosts Americus Reed and Barbara Kahn are joined by Mike May (VP of Business Strategy, Huge), Matthew Fisher (Postdoctoral Research Fellow, Carnegie Mellon), and Amish Shah (President, ALTR Created Diamonds) on the Wednesday, September 19, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, September 19, 2018

Marketing Matters: September 12, 2018

Hosts Americus Reed and Barbara Kahn are joined by Shachar Orren (Chief Storyteller, Playbuzz), Caleb Warren (Assistant Professor, University of Arizona), and Ryan Millman (Co-founder and CEO, UnDigital) on the Wednesday, September 12, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, September 12, 2018

Marketing Matters: September 5, 2018

Host Americus Reed is joined by John Rothschild (Author of “Football Betting Made Easy: Secrets of a Professional Handicapper”), Prashanth Jayaraman (Co-Founder and CEO, Levitabl LLC), Ross Kimbarovsky (Founder and CEO, CrowdSpring), Brad Bishop (Professor; Municipal Judge, Cumberland School of Law, Samford University; City of Hoover, Alabama), Nikki Porcher (Founder, Buy From a Black Woman), and Ken Wisnefski (Founder, CEO, Webimax) on the Wednesday, September 5, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, September 5, 2018

Marketing Matters: August 29, 2018

Hosts Americus Reed and Barbara Kahn are joined by Peter Adams (Reporter, Marketing Dive) and Mpho Sekwele (Founder, SintuOnline) on the Wednesday, August 29, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, August 29, 2018

Marketing Matters: August 22, 2018

Host Americus Reed is joined by Drew Westervelt (Founder and COO, HEX Performance), Alina Sorescu (Professor of Marketing, Texas A&M University), and Tiffani Bova (Sales Futurist, Global Customer Growth and Innovation Evangelist, Salesforce) on the Wednesday, August 22, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, August 22, 2018

Marketing Matters: August 1, 2018

Hosts Americus Reed and Barbara Kahn are joined by Joseph Goodman (Associate Professor of Marketing and Logistics, Ohio State University), Sucharita Kodali (Retail Analyst, Forrester), and Stephen Hahn-Griffiths (Chief Reputation Officer, Reputation Institute) on the Wednesday, August 1, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, August 1, 2018

Marketing Matters: July 18, 2018

Hosts Americus Reed and Barbara Kahn are joined by Erik Rosenstrauch (CEO, FUEL Partnerships), Nailya Ordabayeva (Assistant Professor of Marketing, Carroll School of Management, Boston College), and Steve Wanczyk (Associate Vice President, Braithwaite Communications) on the Wednesday, July 18, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, July 18, 2018

Marketing Matters: July 11, 2018

Hosts Americus Reed and Barbara Kahn are joined by Marissa Tarleton (CMO, RetailMeNot), Danielle Bernstein (Blogger, Entrepreneur, We Wore What; SSO by Danielle), Richard Wong (Vice President, Marketing & Creator Relations of #paid, #paid), and Doug Fletcher (Founder; Lecturer, Montana State University; Co-Author of “How Clients Buy”, Fletcher & Company) on the Wednesday, July 11, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, July 11, 2018

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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 31, 2018 Episode Featured ImageMarketing Matters: October 31, 2018

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.Read More

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Wharton professors have been recognized as some of LinkedIn’s top authors — in fact, three of the faculty on this list have been recognized as LinkedIn Top Voices.
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