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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.