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

Knowledge@Wharton: February 4, 2019

Host Dan Loney is joined by Patti Williams (Associate Professor of Marketing, The Wharton School), Ivan Seidenberg (Former Chairman and CEO of Verizon Communications; Board of Directors, Blackrock), Lisa George (Associate Professor of Economics, Hunter College & The Graduate Center, City University of New York), Rodney Ramcharan (Associate Professor of Finance and Business Economics, Marshall School of Business, University of Southern California), Dan Kennedy (Associate Professor of Journalism; Contributor to WGBH News, Northeastern University), Peter Conti-Brown (Assistant Professor of Legal Studies and Business Ethics, Wharton School at University of Pennsylvania), and Americus Reed (Professor of Marketing, The Wharton School) on the Monday, February 4, 2019 edition of Knowledge@Wharton.Read More

Air Date: Monday, February 4, 2019

Marketing Matters: January 30, 2019

Hosts Americus Reed and Barbara Kahn are joined by Kevin Hamilton (Senior Brand Director, Avocados From Mexico) on the Wednesday, January 30, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, January 30, 2019

Knowledge@Wharton: January 18, 2019

Host Dan Loney is joined by Shan Weijian (Group Chairman & CEO, Managing Partner, PAG), Joseph Bender (Assistant Professor of Clinical Dairy Production Medicine, University of Pennsylvania School of Veterinary Medicine), Felix Mormann (Associate Professor, Texas A&M University School of Law), Americus Reed (Professor of Marketing, The Wharton School), and Eric Orts (Professor of Legal Studies and Business Ethics and Management; Director, Initiative for Global Environmental Leadership, Wharton) on the Friday, January 18, 2019 edition of Knowledge@Wharton.Read More

Air Date: Friday, January 18, 2019

Marketing Matters: January 9, 2019

Hosts Americus Reed and Barbara Kahn are joined by Carreen Winter (Chairman of Reputation & Chief Strategy Officer, MWWPR), Charles Herman (Chief Medical Officer, Somatix Inc.), and Eran Ofir (CEO & Co-founder, Somatix) on the Wednesday, January 9, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, January 9, 2019

Marketing Matters: November 28, 2018

Hosts Americus Reed and Barbara Kahn are joined by Ryan Fisher (Partner, Consumer and Retail Practice, A.T. Kearney), Liz Friedman (Doctoral Candidate in Marketing, Yale School of Management), and Lauren Calmas (Chief Marketing Officer, Troverie) on the Wednesday, November 28, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, November 28, 2018

Marketing Matters: November 14, 2018

Hosts Americus Reed and Barbara Kahn are joined by Peter Horst (Founder, CMO Inc.), Laura Radosh Butt (Founder & President, LBR Insight, Inc.), and Brad Grossman (Founder, CEO, Zeitguide) on the Wednesday, November 14, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, November 14, 2018

Knowledge@Wharton: October 2, 2018

Host Dan Loney is joined by Patti Williams (Associate Professor of Marketing, The Wharton School), Matthew Johnson (Assistant Adjunct Professor, Sanford School of Public Policy, Duke University), Matt Gold (Adjunct Professor of Law; former Deputy Assistant US Trade Representative for North America, Fordham University School of Law), Lawrence Noble (General Counsel, Campaign Legal Center), Andrea Bjorklund (Professor; L. Yves Fortier Chair in International Arbitration and International Commercial Law, McGill University), Philip Nichols (Professor of Legal Studies and Business Ethics, The Wharton School, University of Pennsylvania), Americus Reed (Professor of Marketing, The Wharton School), Marshall Meyer (Emeritus Professor of Management, The Wharton School), and Matthew Bidwell (Associate Professor of Management, The Wharton School) on the Tuesday, October 2, 2018 edition of Knowledge@Wharton.Read More

Air Date: Tuesday, October 2, 2018

Knowledge@Wharton: September 24, 2018

Host Dan Loney is joined by Ted Ladd (Professor of Entrepreneurship; Instructor at Harvard University, Hult International Business School), William Knoedelsdeder (Author), John Duffield (Professor of Political Science, Director of Assessment and Review, Georgia State University), Brenda Shaffer (Nonresident Senior Fellow, Global Energy Center), Americus Reed (Professor of Marketing, The Wharton School), and David Bianculli (Associate professor; TV critic; founder and editor of TVWorthWatching.com, Rowan University) on the Monday, September 24, 2018 edition of Knowledge@Wharton.Read More

Air Date: Monday, September 24, 2018

Knowledge@Wharton: September 5, 2018

Host Dan Loney is joined by Jonathan Barnett (Professor of Law, University of Southern California), Steve Goldbach (Principal & Chief Strategy Officer, Deloitte Consulting LLC), Geoff Tuff (Principal, Deloitte), Jonathan Handel (Of Counsel; Lecturer in Law, USC Gould School of Law and Southwestern Law School, TroyGould), Robert Boland J.D. (Athletics Integrity Officer; CEO and Principal, Penn State University; Boland Sports Practice), Erik Gordon (Professor in the Ross School of Business, Univeristy of Michigan), Mori Taheripour (Facutly Member at the Legal Studies and Business Ethics Department, Wharton School of the University of Pennsylvania), Americus Reed (Professor of Marketing, The Wharton School), and Ken Shropshire (Wharton Professor Emeritus; CEO of the Global Sport Institute, The Wharton School) on the Wednesday, September 5, 2018 edition of Knowledge@Wharton.Read More

Air Date: Wednesday, September 5, 2018

Knowledge@Wharton: July 31, 2018

Host Dan Loney is joined by David King (Department Chair and Higdon Professor of Management, Florida State University), Daniel Hemel (Assistant Professor of Law, University of Chicago School of Law), J. Keith Gilless (Dean of College of Natural Resources, UC Berkeley), Michael Knoll (Theodore K. Warner Professor of Law & Professor of Real Estate; Co-Director, Deputy Dean of Center for Tax Law and Policy, University Of Pennsylvania, Penn Law), Americus Reed (Professor of Marketing, The Wharton School), Howard Kunreuther (James G. Dinan Professor of Decision Sciences and Public Policy; Professor of Operations, Information and Decisions; Co-Director, Risk Management and Decision Processes Center; Co-Author of “Mastering Catastrophic Risk”, The Wharton School), and Emilie Feldman (Assistant Professor of Management, The Wharton School) on the Tuesday, July 31, 2018 edition of Knowledge@Wharton.Read More

Air Date: Tuesday, July 31, 2018

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Knowledge@Wharton: February 6, 2019 Episode Featured ImageKnowledge@Wharton: February 6, 2019

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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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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