Joseph Redden
Education
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Ph. D. 2006
Marketing University of Pennsylvania (Wharton) -
MBA 1998
Marketing Duke University -
BBA 1994
Accounting University of Kentucky -
BS 1994
Computer Science University of Kentucky
Expertise
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Strategies to promote healthy eating
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Maximizing liking (without changing the product)
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Ways to reduce the effects of satiation (boredom)
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Effects of product variety on serving sizes and consumption
Joseph P. Redden is an Associate Professor of Marketing at the Carlson School of Management. He received his Ph. D. in Marketing from the Wharton Business School, University of Pennsylvania; MBA from the Fuqua School of Business, Duke University; and BBA Accounting, BS Computer Science from the University of Kentucky. Professor Redden joined the faculty of the Marketing Department in 2008.
He is currently focused on how to help consumers extract more enjoyment without changing the product, how to reduce consumer boredom, and how to encourage (and enjoy) healthier eating. His original work in this area, "Reducing Satiation: The Role of Categorization Level," won the American Marketing Association's 2007 John A. Howard Doctoral Dissertation Award and the 2008 Robert Ferber Award based on a publication in the Journal of Consumer Research. He was also chosen as a Young Scholar for 2013 by the Marketing Science Institute, and was named to Poets & Quants list of the Top 40 Undergraduate Professors in 2017.
Prior to academia, he was a senior management consultant for clients that include BMW, Sara Lee, Westinghouse, and Bombardier. He also worked as the Director of Product Management at leading digital agency Avenue A, and was a founding member of aQuantive's Atlas division, which Microsoft acquired for $6 billion in 2007.
Selected Works
Current Activities
Honors and Awards
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2008 Robert Ferber Award, best interdisciplinary disseration article published in the latest volume of the Journal of Consumer Research
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2007 John A. Howard / AMA Doctoral Dissertation Award, best dissertation in marketing
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2013 Marketing Young Scholar, Marketing Science Institute, most promising scholars in marketing
Research Grants
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Carlson School of Management Dean's Small Research Grant of $8,826 for "Variety Amnesia fMRI"
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Carlson School of Management Dean's Small Research Grant of $2,150 for "Variety Perception and Food Intake"
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Wharton Risk Management and Decision Processes Center Ackoff Award of $4,000
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Cornell Center for Behavioral Economics in Child Nutrition Programs grant of $15,000 for "Serving Vegetables First as a Strategy for Increasing Vegetable Consumption in an Elementary School Cafeteria", 2012 (co-investigator with Zata Vickers as primary investigator).
