Joseph Redden

Joseph Redden is the Aloysius and Eleanor Nathe Collegiate Professor of Marketing at the Mendoza College of Business. Redden 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 2025, following nearly two decades at the University of Minnesota Carlson School of Management.

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 and Marketing Scholar for 2013 and 2020 respectively by the Marketing Science Institute, and was named to the Poets & Quants list of the Top 40 Undergraduate Professors in 2017.

Prior to academia, he was a senior management consultant for clients that included 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. He still currently consults with a number of leading companies.