• Contact Info
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
    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.


International Activities

global connections related to teaching and scholarly work (in recent years)

Other Profiles