Deborah Roedder John

Professor, Curtis L. Carlson Chair in Marketing


  • BSBA 1974
    Marketing, St. Louis University
  • MBA 1975
    Marketing, Kent State University
  • PhD 1980
    Marketing, Kellogg Graduate 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. 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 Consumer Research, Journal of Marketing ResearchJournal of Consumer Psychology, and Journal of Marketing. Awards for her research include the Outstanding Doctoral Dissertation Award in Consumer Psychology awarded by the American Psychological Association. Her research has been featured in media outlets such as the New York Times, Financial Times, and Business Week. 

Professor John's contributions to the marketing discipline are widely recognized. She is among a small group of academics elected as a Fellow of the Association for Consumer Research and a Fellow of the Society for Consumer Psychology. She is a member of the Editorial Boards of the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology, and has received awards as a top reviewer at these journals. In addition, she has served as an Associate Editor at the Journal of Consumer Research and the Journal of Consumer Psychology, as well as a Guest Editor for the Journal of the Association for Consumer Research and Editor of the Monographs of the Journal of Consumer Research. She has received the Lifetime Service Award from the Journal of Consumer Research, the top journal for consumer behavior research. She was elected to serve as President and Treasurer of the Association for Consumer Research, the largest scholarly association for consumer researchers.   

Professor John has taught Brand Management in the MBA and undergraduate programs at the Carlson School, as well as Executive Education programs. She has received the Carlson School Award for Excellence in Teaching.  

Selected Works & Activities

  • Journal Articles
    “Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior,” Journal of Consumer Psychology, 2019.
  • Journal Articles
    “Up, Up, and Away: Upgrading as a Response to Dissimilar Brand Users,” Journal of Marketing Research, 2019.
  • Journal Articles
    “Judging a Book by Its Cover: The Influence of Implicit Self-Theories on Brand User Perceptions,” Journal of Consumer Psychology, 2018.
  • Journal Articles
    “Mindsets Matter: Implications for Branding Research and Practice,” Journal of Consumer Psychology, 2016.
  • Journal Articles
    “I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance,” Journal of Marketing Research, 2014.
  • Journal Articles
    "Poverty and Materialism: A Look at Impoverished Versus Affluent Children," Journal of Public Policy & Marketing, Spring 2014.
  • Journal Articles
    "More Than Meets the Eye: The Influence of Implicit Versus Explicit Self-Esteem on Materialism," Journal of Consumer Psychology, 2011.
  • Journal Articles
    "What Makes Brands Elastic? The Influence of Brand Concepts and Styles of Thinking on Brand Extension Evaluation," Journal of Marketing, 2010.
  • Journal Articles
    "Got to Get You Into My Life: Do Brand Personalities Rub Off on Consumers?" Journal of Consumer Research, 2010.
  • Journal Articles
    "Consumer Response to Brand Extensions: Construal Level as a Moderator of the Importance of Perceived Fit," Journal of Consumer Psychology, 2008.
  • Journal Articles
    "When Does Negative Brand Publicity Hurt? The Moderating Influence of Analytic Versus Holistic Thinking," Journal of Consumer Psychology, 2008.
  • Journal Articles
    "Growing Up in a Material World: Age Differences in Materialism in Children and Adolescents," Journal of Consumer Research, 2007.
  • Journal Articles
    "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic vs. Holistic Thinking," Journal of Consumer Research, 2007.
  • Journal Articles
    "Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Journal of Marketing Research, 2006.
  • Journal Articles
    "The Emergence of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, 2005.
  • Journal Articles
    "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, 1999.
  • Journal Articles
    "The Negative Impact of Extensions: Can Flagship Products be Diluted?" Journal of Marketing, 1998.
  • Cultural Influences on Consumer Response to Brand Strategies * Luxury Brand Usage and Consumer Self-Control * Materialism in Children and Adolescents

  • Journal of Consumer Research * Journal of Marketing Research * Journal of Consumer Psychology * Journal of Marketing

  • 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

  • Fellow, Association for Consumer Research * Fellow, Society of Consumer Psychology * 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 Research, Journal of Consumer Psychology, Journal of Marketing  * Carlson School Award for Research Excellence * Carlson School Award for Teaching Excellence * Carlson School Media Star Award 

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