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Joseph Redden

Board of Overseers Professor of Marketing


  • 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


  • Strategies to promote healthy eating
  • Maximizing liking (without changing the product)
  • Ways to reduce the effects of satiation (boredom)
  • Effects of product variety on serving sizes and consumption

Joseph P. Redden is the Board of Overseers 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

“The Primacy of ‘What’ Over ‘How Much’: How Type and Quantity Shape Healthiness Perceptions of Food Portions,” Peggy J. Liu, Kelly L. Haws, Karen Scherr, James R. Bettman, Joseph P. Redden, and Gavan J. Fitzsimons, Management Science (2019).
“Variety in the diets of free-living food secure adults,” Lauren E. Wisdorf, Joseph P. Redden, Traci Mann, and Zata Vickers, Food Quality and Preference (2019).
“Impacts of a vegetable cooking skills program among low-income parents and children”, Francine Overcash, Allison Ritter, Traci Mann, Elton Mykerezi, Joseph P. Redden, Aaron Rendahl, Zata Vickers, and Marla Reicks, Journal of Nutrition Education and Behavior (2019).
“When Similarity Slows Satiation: The Relationship of Stimulus Similarity and Satiation,” Jannine D. Lasaleta and Joseph P. Redden (2018), Journal of Marketing Research (2018).
“Gender Differences in Parental Investment in Daughters vs. Sons,” Kristina M. Durante, Lambrianos Nikiforidis, Ashley Rae, Joseph P. Redden, and Vladas Griskevicius, Journal of Consumer Psychology (2018).
"Remembering Satiation: The Role of Working Memory in Satiation," Noelle Nelson and Joseph P. Redden, Journal of Consumer Research (2017).
"The Satiating Effect of Pricing: the Influence of Price on Enjoyment over Time," Kelly Haws, Brent McFerran, and Joseph P. Redden, Journal of Consumer Psychology (2017).
"The Ability to Choose Can Increase Satiation," Joseph P. Redden, Kelly Haws, and Jinjie Chen, Journal of Personality and Social Psychology (2017).
"Varieties of Variety: The Relationship Between Naturally-Occurring Dietary Variety and Weight Loss," Kelly L. Haws, Peggy J. Liu, Joseph P. Redden, and Heidi J. Silver, Journal of Marketing Research (2017).
"Is this Food Healthy? The Contextual Influences of Prior Foods on Healthiness Perceptions," Journal of Marketing Behavior (2016).
Happily Ever After: Hedonic Adaptation and Identity-Consistent Stimuli, Sunaina K. Chugani, Julie R. Irwin, and Joseph P. Redden, Journal of Consumer Research (2016).
Serving Vegetables First: A Strategy to Increase Vegetable Consumption in Elementary School Cafeterias, Elsbernd, S.L., M.M. Reicks, T.L. Mann, J.P. Redden, E. Mykerezi, and Z.M. Vickers, Appetite (2016).
"Spending on Girls Versus Boys in Economic Recession," Kristina M. Durante, Vladas Griskevicius, Joseph P. Redden, and Andrew Edward White, Journal of Consumer Research (2015).
"Increasing Portion Sizes of Fruits and Vegetables in an Elementary School Lunch Program Can Increase Fruit and Vegetable Consumption." Nicole Miller, Marla Reicks, Joseph P. Redden, Traci Mann, Elton Mykerezi, and Zata Vickers, Appetite (2015).
"First in Isolation: An Intervention Strategy to Increase the Intake of Healthy Foods", PLoS-ONE (2015).
Testing the Effectiveness of In-home Behavioral Economics Strategies to Increase Vegetable Intake, Liking and Variety among Low-income Youth, Tashara Leak, Alison Swenson, Zata Vickers, Traci Mann, Elton Mykerezi, Joseph P. Redden, Aaron Rendahl, and Marla Reicks, Journal for Nutrition Education and Behavior (2015).
"Desire over Time: The Multi-Faceted Nature of Satiation", Joseph P. Redden, chapter in The Psychology of Desire (2015).
"Using Food to Reduce Stress: Effects of Choosing Meal Components and Preparing a Meal", Katie E. Osdoba, Traci Mann, Joseph P. Redden, and Zata Vickers, Food Quality and Preference (2015).
"The Myth of Comfort Food," Heather Scheschel, Britt Ahlstrom, Zata Vickers, Joseph P. Redden, and Traci Mann, Health Psychology (2014).
"Physical Order Produces Healthy Choices, Generosity, Conventionality, Whereas Disorder Produces Creativity," Kathleen D. Vohs, Joseph P. Redden, and Ryan Rahinel, Psychological Science (2013).
"In Control of Variety: High Self-Control Reduces the Effect of Food Variety," Kelly L. Haws and Joseph P. Redden, Appetite (2013).
"Brands as Product Coordinators: Matched Brands Make Joint Consumption Experiences More Enjoyable," Rahinel, Ryan and Joseph P. Redden, Journal of Consumer Research (2013).
"The Subjective Sense of Feeling Satiated," Joseph P. Redden and Jeff Galak, Journal of Experimental Psychology: General (2013).
"Why We Buy: Evolution and Consumer Behavior," Griskevicius, Vladas, Joshua M. Ackerman, and Joseph Redden, in Applied Evolutionary Psychology, ed. S. C. Roberts, Oxford University Press (2012).
"Simplifying Difficult Calculations: How Consumers Choose Two-part Tariffs," Joseph P. Redden and Stephen J. Hoch, Journal of Product & Brand Management (2011).
"Unpacking Unpacking: Greater Detail Can Reduce Perceived Likelihood," Joseph P. Redden and Shane Frederick, Journal of Experimental Psychology: General (2011).
"Variety Amnesia: Recalling Past Variety Can Accelerate Recovery from Satiation," Jeff Galak, Joseph P. Redden, and Justin Kruger, Journal of Consumer Research (2009).
"The Presence of Variety Reduces Perceived Quantity," Joseph P. Redden and Stephen J. Hoch, Journal of Consumer Research (2009).
"Reducing Satiation: The Role of Categorization Level," Joseph P. Redden, Journal of Consumer Research (2008).
Jeff Galak and Joseph P. Redden (2018), “The Properties and Antecedents of Hedonic Decline,” Annual Review of Psychology, 69, 1-25.
"Hyperbolic Discounting," Joseph P. Redden, in Roy F. Baumeister and Kathleen D. Vohs (eds.), Encyclopedia of Social Psychology. Thousand Oaks, CA: Sage Publications (2007).

Current Activities

Honors and Awards

  • 2008 Robert Ferber Award, best interdisciplinary disseration article published in the latest volume of the Journal of Consumer Research

  • 2007 John A. Howard / AMA Doctoral Dissertation Award, best dissertation in marketing

  • 2013 Marketing Young Scholar, Marketing Science Institute, most promising scholars in marketing

  • 2017 Poets & Quants list of the Top 40 Undergraduate Professors

Research Grants

  • Carlson School of Management Dean's Small Research Grant of $8,826 for "Variety Amnesia fMRI"

  • Carlson School of Management Dean's Small Research Grant of $2,150 for "Variety Perception and Food Intake"

  • Wharton Risk Management and Decision Processes Center Ackoff Award of $4,000

  • 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).