Americus Reed II
764 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA19104
Phone: (215) 898-0651
Fax: (215) 898-2534
amreed@wharton.upenn.edu
Personal Website
764 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA19104
Phone: (215) 898-0651
Fax: (215) 898-2534
amreed@wharton.upenn.edu
Personal Website
Research Interests:
How social identity, social influence, values, attitudes and judgments interact in shaping purchase decisions and consumer behavior.
Current Projects:
Identity driven models of symbolic preference formation identity salience, strength and reinforcement effects on consumption.
Identity driven models of symbolic preference formation identity salience, strength and reinforcement effects on consumption.
Americus Reed II 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. Professor Reed received his PhD from the University of Florida, and his MS and BA degrees from Georgia State University.
| ||
| Current Research Papers | ||
| Karl Aquino, Paul Eder, Carl Turner, Americus Reed II (2006), Punishing Those Responsible For the Prison Abuses at Abu Ghraib: The Influence of the Negative Reciprocity Norm, Political Psychology | ||
| Edelyn Verona, Americus Reed II, John Curtin, Michele Pole (2006), Gender Differences in Emotional and Overt/Covert Aggressive Responses to Stress, Aggressive Behavior | ||
| Joel Cohen, Americus Reed II (2006), Perspectives on Parsimony: How Long is the Coast of England? A Reply to Park and MacInnis (2006), Schwartz (2006), Petty (2006) and Lynch (2006), Journal of Consumer Research | ||
| Joel Cohen, Americus Reed II (2006), A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment, Journal of Consumer Research | ||
| David Wooten, Americus Reed II (2004), Playing it Safe: Susceptibility to Normative Influence and Protective Self-Presentation, Journal of Consumer Research, 31(3) 551-556. | ||
| ||
| Publications | ||
| Americus Reed II, Karl Aquino, Eric Levy (2007), A Social Identity Perspective on Giving Time vs. Money, Journal of Marketing | ||
| Americus Reed II, Karl Aquino, Stefan Thau, Dan Freeman (2007), A Grotesque and Dark Beauty: How Moral Identity and Mechanisms of Moral Disengagement Influence Cognitive and Emotional Reactions to War, Journal of Experimental Social Psychology | ||
| Karl Aquino, Debra Shapiro, Marcus Stewart, S. Diener, Americus Reed II (2005), Self-Regulatory Identity Theory and Reactions Toward Fairness Enhancing Organizational Policies, What Motivates Fairness in Organizations? Research in Social Issues in Management | ||
| Americus Reed II, Lisa Bolton (2005), The Complexity of Identity, Sloan Management Review, Vol. 46, No. 3, 17-22. | ||
| Americus Reed II (2004), Activating the Self-Importance of Consumer Selves: Exploring Identity Salience Effects on Judgments, Journal of Consumer Research, 31, (2) 286-295. | ||
| ||
| Awards | ||
| Ferber Award (Honorable Mention) best paper published in JCR based on dissertation 2005, 2005 | ||
| Arthur Anderson Term Assistant Professor of Marketing (2004-2007), 2004 | ||
| MSI Young Scholars Conference Invitee, Salt Lake City, 2004, 2004 | ||
| AMA Doctoral Consortium Invited Faculty (2003) Student Representative (2000), 2003 | ||
| Templeton Foundation Positive Psychology Young Scholars Award 2003, 2003 | ||
| ||
| MKTG 773
| ||
| Personal Interests Sports and Working out Food Mr. Jonesy D. Cat Miscellaneous Music | ||
Current Research
| ||
Psychometric Instruments
| ||
| Team of Undergraduate Assistants I am always on the look-out for bright, young researchers who wish to work with me on projects. I'm fortunate to work with some of the "cream of the crop" from my undergraduate classes. Click here for information on the current research team. Anyone interested in available positions should contact me by email. | ||
| Special Seminars Sex, Drugs and the Rock and Role of Marketing and Popular Culture on Human Behavior co-administered with Professor Lisa Bolton | ||
| Teaching Interests Consumer Psychology, Marketing Research, Marketing Management, Principles of Marketing, Organizational Behavior, Social Psychology
| ||
| ||
Knowledge@Wharton  |
||
| Logo Overhaul: Will Customers Still Answer the Siren Call of Starbucks? (02/02/2011) | ||
| To Boycott or Not: The Consequences of a Protest (06/09/2010) | ||
| Cents and Sensibility: Why Marketing to Multicultural Consumers Requires a Subtle Touch (03/03/2010) | ||
| Saturn: A Wealth of Lessons from Failure (10/28/2009) | ||
| Available All the Time: Etiquette for the Social Networking Age (09/30/2009) | ||
| The Crowded, Caffeinated Soft Drink Sector: Who Will Bubble Up to the Top? (09/02/2009) | ||
| Technological Evolution Stirs a Publishing Revolution (08/05/2009) | ||
| A Primer for Presidential Candidates in a Wired World: Be Cool, Consistent -- and Yourself (09/19/2007) | ||
| When a Black Tee Shirt Is More than a Black Tee Shirt: Why Brands Aren't Losing Their Luster (09/05/2007) | ||
| It's Not Easy Going Green: Environmentalism May Help Your Corporate Image, but Will It Keep You in the Black? (02/07/2007) |
