Americus Reed

Americus Reed is a Professor in the Marketing Department at the University of Pennsylvania's Wharton School. His research explores how social identity, social influence, values, attitudes, and judgments interact in shaping purchase decisions and consumer behavior, with a focus on social psychology. Reed teaches courses in Consumer Behavior, Marketing Research, and Marketing Management. His work has been published in leading journals such as the Journal of Consumer Research and the Journal of Personality and Social Psychology. He holds a PhD from the University of Florida and MS and BA degrees from Georgia State University.

Americus Reed II is a Professor of Marketing whose research focuses on identity, social identity, moral identity, self-concept, and branding. His work explores how identity influences consumer behavior, moral judgments, and brand interactions. Reed investigates the role of moral identity in shaping attitudes toward out-groups, charitable behaviors, and social norms. His research also examines the impact of identity salience on advertising responses and consumer self-presentation. By integrating social-cognitive models, Reed analyzes how moral identity interacts with situational factors to influence behavior. His studies highlight the psychological mechanisms underlying identity-based decision-making and its implications for marketing and social behavior.