Deborah Roedder John is the Curtis L. Carlson Chair and Professor of Marketing at the Carlson School of Management, University of Minnesota. She received her Ph.D. in Marketing from Northwestern University and is an expert in consumer behavior, specializing in children’s consumer behavior and consumer brand management. Her work has been published in top marketing journals—including the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research—as well as being cited in the New York Times, Financial Times, and Business Week.  Professor John’s current research focuses on cross-cultural responses to brand extensions, sources of brand dilution, brand equity measurement.  Roedder John is well known in the academic community, having served on the editorial boards of all three major marketing journals, as an associate editor at the Journal of Consumer Research, as a founding editor at the Monographs of the Journal of Consumer Research, and as President of the Association for Consumer Research.  Her consulting activities include developing research methodologies as well as providing strategic guidance for marketing and brand management issues. 

• Children's consumer behavior
• Branding
• Consumer behavior
• Consumer information processing
• Brand equity and brand extensions

Full List of Publications

 
Recent Publications

• "What Makes Brands Elastic? The Influence of Brand Concepts and Styles of Thinking on Brand Extension Evaluation," Deborah Roedder John, Journal of Marketing (forthcoming May 2010).
   
• "When Does Negative Brand Publicity Hurt? The Moderating Influence of Analytic Versus Holistic Thinking," Alokparna Basu Monga and Deborah Roedder John, Journal of Consumer Psychology (October 2008).
   
• "Consumer Response to Brand Extensions: Construal Level as a Moderator of the Importance of Perceived Fit," Hakkyun Kim and Deborah Roedder John, Journal of Consumer Psychology (April 2008).
   
• "Growing Up in a Material World: Age Differences in Materialism in Children and Adolescents," Lan Nguyen Chaplin and Deborah Roedder John, Journal of Consumer Research (December 2007).
   
• "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic vs. Holistic Thinking," Alokparna Basu Monga and Deborah Roedder John, Journal of Consumer Research (March 2007).
   
• "Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Deborah Roedder John, Barbara Loken, Kyeongheui Kim, and Alokparna Basu Monga, Journal of Marketing (November 2006).  Vol. 43, No. 4, p. 549-563.

Working Papers

Deborah Roedder John CV

Full List of Publications

Selected Media

• March 26, 2008 Popular Science feature, "Science Confirms the Obvious 2008: These Findings may be No-Brainers (Yes, You Do Get Sick in Winter), But These Studies Uncover Hidden Truths in Conventional Wisdom.  Materialistic Teenagers are Just Insecure."
   
• March 10, 2008 Today Show piece, "How to Deprogram Your Materialistic Kid."  This was also covered on iVillage.com by Dr. Michele Borba, along with the Today Show clip.

Recent Presentations

• October 24, 2008.  Presented "More than Meets the Eye: The Influence of Implicit Self-Esteem on Materialism" with Ji Kyung Park and served as Discussion Leader for the session "New Perspectives in Global Branding" at the Association for Consumer Research's 2008 conference.
   
• May 2008. Presented "Understanding Cultural Differences in Responses to Brand Extensions: The Role of Analytic vs. Holistic Thinking," to the Yale University Center for Consumer Insights.
   
• May 22, 2008.  Served as Session Chair for "Leveraging Data: Making the Most of Metrics" at the Institute for Research in Marketing conference, Carlson on Metrics, at the University of Minnesota.

Selected Professional Activities & Honors

• Received the 2008 Carlson School of Management Media Star Award.
   
• Current Editorial Board Member at the Monographs of the Journal of Consumer Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Public Policy & Marketing, and Advisory Board Member at the Handbook of Consumer Psychology and Behavioral Marketing Abstracts.
  
• President of the Association for Consumer Research, 1996.
   
• Honorable mention for the Journal of Consumer Research Best Article Award 2002, for "Consumer Socialization: A Reflection on Twenty-Five Years of Research."
   
• Journal of Marketing Outstanding Reviewer, 1993-1996.

Deborah Roedder John, Professor of Marketing

Carlson School of Management

University of Minnesota

321 Nineteenth Avenue South, Suite 3-150

Minneapolis, MN  55455-0438  USA