Americus Reed is a marketing professor at the Wharton School of the University of Pennsylvania. He is the marketing department’s only identity theorist, which means that he researches the role that consumers’ self concepts play in guiding buying decisions. He spoke with Knowledge@Wharton High School about marketing, brands and how his skill at playing drums and classical guitar grooves well with the patterns of business.

Americus Reed on Marketing, Brands and the Cadence of Business and Creativity

It is that time of year again: Cars laden with college-bound kids and all their stuff parked curbside at the freshman dorms, and throngs of wide-eyed newcomers exploring campus during orientation. Meanwhile, many college freshmen take on yet another role: student borrower. An increasing number of students are taking out loans to pay for their college education – money they will have to pay back once they graduate, or even if they don’t. Are you ready to be a responsible borrower?

Big Investment: The Financial Impact of Student Loans