Deborah John

Professor, Curtis L. Carlson Chair in Marketing


  • BSBA 1974
    Marketing St. Louis University

  • MBA 1975
    Marketing Kent State University

  • PhD 1980
    Marketing Northwestern University - Kellogg Graduate School of Management


  • Brand Management
  • Brand Extensions and Brand Dilution
  • Children's Consumer Behavior
  • Brands and the Self

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. She 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 Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and Journal of Public Policy & Marketing. 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.

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

  • CURRENT RESEARCH: Effects of Brand Usage on Consumer Self-Perceptions, Self-Control, and Self-Efficacy * Social Determinants of Luxury Counterfeit Purchase Intention * 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

Honors and Awards

  • HONORS AND AWARDS: Outstanding 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 * Carlson Award for Research Excellence * Carlson Award for Teaching Excellence * Carlson Media Star Award

Scholarly Service

  • SCHOLARLY SERVICE: President, Association for Consumer Research * Associate Editor, Journal of Consumer Research * Conference Co-Chair, Association for Consumer Research * Treasurer, Association for Consumer Research * Editor, Monographs of the Journal of Consumer Research
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Curriculum Vitae (52.5 KB)

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