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Publications in VIVO

Gladstone, Joe

Assistant Professor


Research Areas research areas


research overview

  • Joe Gladstone is an expert in behavioral data science and consumer finance. He is a professor at the University of Colorado Boulder, where he is the incoming Director of the Center for Research on Consumer Financial Decision-Making, one of the world’s top centers for studying how people manage their money and how to help them achieve more financial well-being. Joe uses cutting-edge methods to analyze large-scale digital data from bank accounts and psychological surveys. He uncovers the hidden factors that shape consumer behavior and reveals insights that can improve financial outcomes for individuals and society. Joe has received many honors for his work, including being named by Forbes magazine on their 30 Under 30 list in Finance, being selected as an MSI Young Scholar and publishing in prestigious academic journals such as the Journal of Consumer Research, Psychological Science and Journal of Personality and Social Psychology. He is also a frequent media commentator on topics related to consumer psychology and personal finance, appearing on BBC World News and other outlets. Joe holds graduate degrees from the University of Cambridge and Oxford, and was previously the Fox Fellow at Yale University. He is passionate about collaborating with researchers, practitioners and policymakers who share his interest in understanding and improving financial behavior. He welcomes new connections and opportunities to work together.


  • 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 / Fall 2023
    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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