Dr. Americus Reed Ii

Biography

Americus Reed II is the Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania. He has served on the faculty since 2000 and is known for his extensive research in social identity, social influence, values, attitudes, and judgments and how they interact to shape purchase decisions and consumer behavior. His primary research areas include brand equity, identity, and loyalty, particularly focusing on creating and fostering 'brand communities' that transcend the utilitarian aspects of products and actualize iconic levels of symbolic identity and self-expression. This work connects deeply at emotional and social levels, cultivating lifelong relationships between brands and their consumers. His academic contributions have been recognized with numerous awards, including an honorable mention for the prestigious Robert Ferber Award for academic impact in the Journal of Consumer Research in 2005 and the Journal's Paper Award in 2009. Reed's insights into the power of branding have been featured in various media outlets, including CNN, CNBC, Forbes, and The Wall Street Journal. He also hosts a podcast titled 'Marketing Matters' on Wharton’s Sirius XM Channel 132 Business Radio, where he shares his expertise with a broader audience. He teaches courses in customer analysis, branding, and consumer psychology at the undergraduate, graduate, doctoral, and executive levels.

Research Interests