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, specializing in children’s consumer behavior and consumer brand management. Her work has been published in top marketing journals—including the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research—as well as being cited in the New York Times, Financial Times, and Business Week.  Professor John’s current research focuses on cross-cultural responses to brand extensions, sources of brand dilution, brand equity measurement.  Roedder John is well known in the academic community, having served on the editorial boards of all three major marketing journals, as an 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.  Her consulting activities include developing research methodologies as well as providing strategic guidance for marketing and brand management issues. 

• Children's consumer behavior
• Branding
• Consumer behavior
• Consumer information processing
• Brand equity and brand extensions

Full List of Publications

 
Recent Publications

• "When Does Negative Brand Publicity Hurt? The Moderating Influence of Analytic Versus Holistic Thinking," Sonia Basu Monga and Deborah Roedder John, Journal of Consumer Psychology (forthcoming 2008).
  
  
• "Consumer Response to Brand Extensions: Construal Level as a Moderator of the Importance of Perceived Fit," Hakkyun Kim and Deborah Roedder John, Journal of Consumer Psychology (April 2008).
  
  
• "Growing Up in a Material World: Age Differences in Materialism in Children and Adolescents," Lan Nguyen Chaplin and Deborah Roedder John, Journal of Consumer Research (December 2007).
  
  
• "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic vs. Holistic Thinking," Alokparna Basu Monga and Deborah Roedder John, Journal of Consumer Research (March 2007).
  
  
• "Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Deborah Roedder John, Barbara Loken, Kyeongheui Kim, and Alokparna Basu Monga, Journal of Marketing (November 2006).  Vol. 43, No. 4, p. 549-563.
  

Deborah Roedder John CV

Full List of Publications

Selected Media

• March 26, 2008 Popular Science feature, "Science Confirms the Obvious 2008: These Findings may be No-Brainers (Yes, You Do Get Sick in Winter), But These Studies Uncover Hidden Truths in Conventional Wisdom.  Materialistic Teenagers are Just Insecure."
  
  
• March 10, 2008 Today Show piece, "How to Deprogram Your Materialistic Kid."  This was also covered on iVillage.com by Dr. Michele Borba, along with the Today Show clip.
  
  
• December 23, 2007, "Can's Buy Me Love (Or Compassion or Honesty...)," Liz Doup, South Florida Sun-Sentinel.
  
  
• December 18, 2007, "Shop for Gift of Reason," Jacquelyn Ferguson, Southwest Florida News . 
  
  
• December 18, 2007 article, "Never Enough Stuff?" by Charity Vogel in the Buffalo News.
  
  
• November 26, 2007 article, "'Tweens Want Hip Stuff, But Self-Esteem is the Real Need," by Maja Beckstrom in the Pioneer Press.  This research has also been covered in dozens of other international media outlets to date.  To listen to an interview with Deborah Roedder John about materialism and children, visit the University of Minnesota Moments website's piece, "How Good Parenting Might Save You Some Cash and Help Your Kids."
  

Recent Presentations

• May 19, 2006 presented "Strategic Brand Management on the Cutting Edge: Building, Leveraging, Identifying, and Protecting Brands," at the Institute for Research in Marketing's Carlson on Branding Conference at the University of Minnesota's Carlson School of Management.
  
  
• May 20, 2006, with Barbara Loken, presented "Brand Concept Maps:  Measuring What Your Brand Means to Consumers," at the Institute for Research in Marketing's Carlson on Branding Conference at the University of Minnesota's Carlson School of Management.
  
  
• November 2004, presented "Children's Consumer Socialization: Growing Up in a Material World," in the Carlson School Research Lecture Series at the University of Minnesota's Carlson School of Management.
  
  
• October 2003, presented "Consumer Response to Brand Extensions: Does Culture Matter?" at the Association for Consumer Research Conference in Toronto, Canada.
  

Selected Professional Activities & Honors

• Current Editorial Board Member at the Monographs of the Journal of Consumer Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Public Policy & Marketing, and Advisory Board Member at the Handbook of Consumer Psychology and Behavioral Marketing Abstracts.
  
  
• President of the Association for Consumer Research, 1996.
  
  
• Honorable mention for the Journal of Consumer Research Best Article Award 2002, for "Consumer Socialization: A Reflection on Twenty-Five Years of Research."
  
  
• Journal of Marketing Outstanding Reviewer, 1993-1996.

Deborah Roedder John, Professor of Marketing

Carlson School of Management

University of Minnesota

321 Nineteenth Avenue South, Suite 3-150

Minneapolis, MN  55455-0438  USA