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Publications in VIVO

Gladstone, Joe

Assistant Professor


Research Areas research areas


research overview

  • I investigate what drives people’s financial decisions with the ultimate goal of improving how society thinks and interacts with money. My research analyzes real-world spending decisions digitally recorded through bank accounts. I match this with detailed psychological profiles of account users to understand what drives these decisions. I was named by Forbes magazine on their 30 Under 30 list in Finance. My research has been published in leading academic journals, including Journal of Consumer Research, Journal of Consumer Psychology, Psychological Science and Journal of Personality and Social Psychology. I’m also a regular guest on BBC World News, and other TV and radio outlets, where I discuss topics related to consumer behavior.


  • Financial Decision-Making, Subjective Wellbeing, Household Finance, Personality, Transaction Data


selected publications


courses taught

  • MKTG 3250 - Buyer Behavior
    Primary Instructor - Fall 2020 / Fall 2021 / Fall 2022
    Covers both consumer buying behavior and organizational buying behavior. Consumer behavior topics include needs and motives, personality, perception, learning, attitudes, cultural influence, and contributions of behavioral sciences that lead to understanding consumer decision making and behavior. Explores differences between business and consumer markets, business buying motives, the organizational buying center and roles, and the organizational buying process. Required for marketing majors.
  • MKTG 7810 - Doctoral Seminar: Psychological Approaches to Research in Marketing
    Primary Instructor - Fall 2022
    Examines the basic psychological processes that underlie common marketing phenomena. Topics include memory and judgment, persuasion, attitude-behavior consistency, information processing, automatic and controlled processes, learning, motivation and cognition, social judgment, and the role of affect and mood on judgment. Discusses topics in consumer behavior and marketing management contexts, in conjunction with related methodological issues.


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