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Americus Reed

Whitney M. Young Jr. Professor of Marketing, Identity Theorist, Co-founder of Persona Partners

Americus Reed
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Business, Marketing
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Americus Reed Biography

Dr. Americus Reed II is the Whitney M. Young Jr. Professor of Marketing at the Wharton School, known for his exploration of how consumers' self-concepts influence their buying decisions. As an "identity theorist," he focuses on the role of social identity, social influence, values, attitudes, and judgments in shaping purchase decisions and consumer behavior, particularly from a social psychology perspective.

Reed's recent work delves into the concept of "Identity Loyalty," where he examines the triggers that lead consumers to identify with and become loyal to a brand. This includes studying how judgments linked to a person's identity are virtually immovable, or "sticky," providing crucial insights for marketing managers about product loyalty. He has extended his research to include brand crisis management and strategies for maintaining brand equity in the face of social media backlash. Reed has authored more than 50 articles, book chapters, and cases on these topics, and his findings have been featured in top-tier academic journals such as the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Personality and Social Psychology.

Beyond academia, Reed co-founded Persona Partners, a consulting firm that emphasizes strategies to cultivate "Identity Loyalty." He consults with organizations like Americhoice, The Philadelphia Eagles, The Department of Education, Vistakon (a Johnson and Johnson company), NIKE, and the American College of Physicians on marketing and product development related to health and fitness. Reed also hosts "Marketing Matters," a podcast that airs on Wharton’s Sirius XM Channel 132 Business Radio, where he discusses modern techniques of persuasion and the importance of ethical approaches. His teaching portfolio includes courses on customer analysis, branding, and consumer psychology for undergraduate, graduate, doctoral, and executive students at Wharton. Reed received his PhD from the University of Florida, and his MS and BA degrees from Georgia State University.

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Americus Reed Videos

  • Branding for a Better You | Americus Reed | TEDxPenn
    Branding for a Better You | Americus Reed | TEDxPenn
    What do Nike, Apple, and Disney have in common? These are not just global brands with tremendous market valuation. These are symbols of...
  • BizTalks 2013: Americus Reed on When Buying Is Being
    BizTalks 2013: Americus Reed on "When Buying Is Being"
    Wharton Marketing Professor Americus Reed delivers the lecture, "When Buying Is Being: The Curious Case of Identity Loyalty," as part of the...
  • Professor Americus Reed on Marketing, Brands and the Creativity of Business
    Professor Americus Reed on Marketing, Brands and the Creativity of Business
    Americus Reed is an associate professor of marketing at the Wharton School, University of Pennsylvania. He is the marketing department's only...
See All Videos »

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  • What are the speaker fees for Americus Reed

    Speaking fees for Americus Reed, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. The estimated fees to book Americus Reed are for live events and for virtual events. For the most current speaking fee to hire Americus Reed, click the Check Availability button above and complete the form on this page, or call our office at 1.800.698.2536 to speak directly with an experienced booking agent.

  • What topics does Americus Reed speak about?

    Americus Reed is a keynote speaker and industry expert whose speaking topics include Business, Marketing.

  • Where does Americus Reed travel from?

    Americus Reed generally travels from an undisclosed location, but can be booked for private corporate events, personal appearances, keynote speeches, or other performances. For more details, please contact an AAE Booking agent.

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    AAE Speakers Bureau has successfully booked keynote speakers like Americus Reed for clients worldwide since 2002. As a full-service speaker booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Please click the Check Availability button above and complete the form on this page including the details of your event, or call our office at 1.800.698.2536, and one of our agents will assist you to book Americus Reed for your next private or corporate function.

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Americus Reed is a keynote speaker and industry expert who speaks on a wide range of topics . The estimated speaking fee range to book Americus Reed for your event is $30,000 - $50,000. Americus Reed generally travels from and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Zak Brown, Christopher Cochran, David Allison, James Hackett and Kian Bakhtiari. Contact All American Speakers for ratings, reviews, videos and information on scheduling Americus Reed for an upcoming live or virtual event.

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