Deborah John

Professor, Curtis L. Carlson Chair in Marketing


  • BSBA 1974
    Marketing, St. Louis University

  • MBA 1975
    Marketing, Kent State University

  • PhD 1980
    Marketing, Kellogg School of Management (Northwestern University)


  • Brand Extensions
  • Brand Dilution
  • Brand Measurement
  • Consumer Response to Brands
  • Children's Consumer Behavior

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 the Kellogg Graduate School of Management, Northwestern University. She is an expert in consumer behavior and specializes in two main areas: (1) consumer responses to brands and brand strategies; and (2) children's consumer behavior. Her work has been published extensively in top marketing journals—including the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research, and Journal of  Consumer Psychology. Her research has been featured in media outlets such as the New York Times, Financial Times, and Business Week. 

Professor John's is well known in the marketing discipine, having served on the editorial boards of the top marketing journals for more than 30 years. She has also served as 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. Currently, she serves as an Associate Editor for Research Reviews for the Journal of Consumer Psychology

Selected Works

  • "More Than Meets the Eye: The Influence of Implicit Versus Explicit Self-Esteem on Materialism," Journal of Consumer Psychology, 2011.
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  • "What Makes Brands Elastic? The Influence of Brand Concepts and Styles of Thinking on Brand Extension Evaluation," Journal of Marketing, 2010.
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  • "Got to Get You Into My Life: Do Brand Personalities Rub Off on Consumers?" Journal of Consumer Research, 2010.
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  • "Consumer Response to Brand Extensions: Construal Level as a Moderator of the Importance of Perceived Fit," Journal of Consumer Psychology, 2008.
  • "When Does Negative Brand Publicity Hurt? The Moderating Influence of Analytic Versus Holistic Thinking," Journal of Consumer Psychology, 2008.
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  • "Growing Up in a Material World: Age Differences in Materialism in Children and Adolescents," Journal of Consumer Research, 2007.
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  • "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic vs. Holistic Thinking," Journal of Consumer Research, 2007.
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  • "Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Journal of Marketing Research, 2006.
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  • "The Emergence of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, 2005.
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  • "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, 1999.
  • "The Negative Impact of Extensions: Can Flagship Products be Diluted?" Journal of Marketing, 1998.
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Current Activities

Current Research

  • Effects of Luxury Brand Usage on Consumer Self-Perceptions and Self-Control * Social Determinants of Luxury Counterfeit Purchasing Intentions * Materialism in Children and Adolescents

Editorial Appointments

  • EDITORIAL BOARD MEMBERSHIPS: Journal of Consumer Research * Journal of Marketing Research * Journal of Consumer Psychology * Journal of Public Policy & Marketing ASSOCIATE EDITOR: Journal of Consumer Psychology

Honors and Awards

  • Outstanding Doctoral Dissertation Award, American Psychological Association (Div. 23) * Journal of Consumer Research Best Paper Award, Honorable Mention * Journal of Consumer Psychology, Outstanding Contributor Award * Lifetime Service Award, Journal of Consumer Research * Outstanding Reviewer Award, Journal of Consumer Psychology, Journal of Marketing * Carlson School Award for Research Excellence * Carlson School Award for Teaching Excellence * Carlson School Media Star Award

Scholarly Service

  • President, Association for Consumer Research * Associate Editor, Journal of Consumer Research * Associate Editor, Journal of Consumer Psychology * Conference Co-Chair, Association for Consumer Research * Treasurer, Association for Consumer Research * Editor, Monographs of the Journal of Consumer Research
3-175 Carlson School

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