Our Brands, Our Selves

All of us are surrounded by brands. Designer brands. Bargain-shopper brands. Brands for seemingly every demographic slice among us. But have you ever stopped to ask yourself how brands influence you? This week, we bring you our 2019 conversation with Americus Reed, who studies how companies create a worldview around the products they sell, and then get us to make those products a part of who we are. 

Additional resources:

Tip of the Hat, Wag of the Finger: How Moral Decoupling Enables Consumers to Admire and Admonish,” by Amit Bhattacharjee, Jonathan Z. Berman, and Americus Reed, II in Journal of Consumer Research, 2013.

Identity-based consumer behavior,” by Americus Reed, II, Mark R. Forehand, Stefano Puntoni, and Luk Warlop in International Journal of Research in Marketing, 2012.

Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit,” by Aaron Garvey, Frank Germann, and Lisa Bolton in Advances in Consumer Research, 2015.


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