Caleb Warren

Susan and Philip Hagenah Associate Professor

Caleb Warren

McClelland Hall 320N
1130 E. Helen St. 
P.O. Box 210108 
Tucson, Arizona 85721-0108

Areas of Expertise

  • Emotions
  • Symbolic value
  • Goal pursuit


PhD in Marketing from the University of Colorado, Boulder May 2010

Caleb thinks, writes and teaches as an associate professor in the Marketing Department.

He thinks about what makes things funny, what makes things cool and what helps people reach their goals.

He writes about these ideas in academic journals, including the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Psychological Science and the Journal of Personality & Social Psychology.

He teaches consumer behavior (enthusiastically), digital marketing (reluctantly) and writing (experimentally).

Current Research

  • Consumer behavior


  • MKTG 423 Digital Marketing (undergraduate course)
  • MKTG 450 Consumer Behavior
  • MKTG 531 Digital Marketing (graduate course)

  • MKTG 699 Writing Research (PhD course)


  • Warren, N., Farmer, M., Gu, T., & Warren, C. 2021. Marketing Ideas: How to Write Research Articles that Readers Understand and Cite. Journal of Marketing, 85, 42-57. (Equal authorship)
  • Warren, C., Barsky, A. & McGraw, A.P. 2021. What Makes Things Funny? An Integrative Review of the Antecedents of Laughter and Amusement. Personality and Social Psychology Review, 25, 41-65.

  • Pezzuti, T., Leonhardt, J.M., & Warren, C. 2021. Certainty in Language Increases Consumer Engagement on Social Media. Journal of Interactive Marketing, 53, 32-46.

  • Warren, C. & Reimann, M. 2019. Crazy-Funny-Cool Theory: Divergent Reactions to Unusual Product Designs. Journal of the Association for Consumer Research, 4, 409-421. (Equal authorship)
  • Warren, C., Batra, R., Loureiro, S., Bagozzi, R. 2019. Brand Coolness. Journal of Marketing 83, 36-56. (First two authors equal contribution)
  • Warren, C., Carter, E. P. & McGraw, A. P. 2019. Being Funny is Not Enough: The Influence of Perceived Humor and Negative Emotional Reactions on Brand Attitudes. International Journal of Advertising, 38, 1025-1045.
  • Warren, C. & Mohr, G. S. 2019. Ironic Consumption. Journal of Consumer Research, 46, 246-266.
  • Warren, C. Barsky, A. & McGraw, A.P. 2018. Humor, Comedy, and Consumer Behavior. Journal of Consumer Research, 45, 529-552.
  • Warren, C. Pezzuti, T. & Koley S. 2018. Is Being Emotionally Inexpressive Cool? Journal of Consumer Psychology, 28, 560-577.
  • Warren, C. & McGraw, A.P. 2016. When Do Humorous Marketing Communications Hurt Brands? Journal of Marketing Behavior, 2, 39-67.
  • Warren, C. & McGraw, A.P. 2016. Differentiating What Is Humorous From What Is Not. Journal of Personality and Social Psychology, 110, 407-430.
  • Warren, C. & McGraw, A.P. 2015. Opinion: What Makes Things Humorous. 
  • Proceedings of the National Academy of Sciences, 112, 7105-6.
  • Campbell, M.C. & Warren, C. 2015. Goal Monitoring: When One Step Forward Seems Larger Than One Step Back. Journal of Consumer Research, 41, 1316-31. (Equal authorship)
  • McGraw, A. P., Warren, C., & Kan, C. 2015. Humorous Complaining. Journal of Consumer Research, 41, 1153-71.
  • Bauman, C.W., McGraw, A.P., Bartels, D. & Warren, C. 2014. Revisiting External Validity: Concerns about Trolley Problems and Other Sacrificial Dilemmas in Moral Psychology. Social and Personality Psychology Compass, 8/9, 536-54.
  • Warren, C. & Campbell, M. C. 2014. What Makes Things Cool? How Autonomy Influences Perceptions of Coolness. Journal of Consumer Research. 41, 543-563. *Winner of the Robert Ferber Award
  • McGraw, A.P., Williams, L.E., & Warren, C. 2014. The Rise and Fall of Humor: Psychological Distance Modulates Humorous Responses to Tragedy. 
  • Social Psychological and Personality Science, 5, 566-572
  • McGraw, A.P., Warren, C., Williams, L.E., & Leonard, B. 2012. Too Close For Comfort or Too Far to Care? Finding Humor in Distant Tragedies and Close Mishaps. Psychological Science, 23, 1215-1223.
  • Campbell, M.C. & Warren, C. 2012. A Risk of Meaning Transfer: Are Negative Associations More Likely to Transfer than Positive Associations. Social Influence, 7, 172-92. (Equal authorship)
  • Warren, C., McGraw, A.P., Van Boven, L. 2011. Values and Preferences: Defining Preference Construction. Wiley Interdisciplinary Reviews: Cognitive Science, 2, 193-205.
  • McGraw, A. P. & Warren, C. 2010. Benign Violations: Making Immoral Behavior Funny. Psychological Science, 21, 1141-1149. (Equal authorship)

Professional Positions

Academic Positions

Assistant Professor of Marketing
Texas A&M University
College Station, TX
2013 – 2016

Assistant Professor of Marketing
Bocconi University
Milan, Italy
2010 – 2013

Editorial Review Board

Journal of Consumer Research
Journal of Marketing
Journal of Consumer Psychology

Ad Hoc Reviewer
Journal of Marketing Research
Psychological Science
Journal of Personality and Social Psychology
Organizational Behavior and Human Decision Processes
Journal of Experimental Psychology: General
Journal of Experimental Social Psychology
Personality and Social Psychology Compass
Social Influence
Cognitive Science
Journal of Individual Differences
Social Problems
Journal of Social Psychology
Emotion Review
AMS Review
Journal of Brand Strategy
Urban Studies
National Science Foundation

Conference Reviewer

Society for Consumer Psychology
Association for Consumer Research
European Marketing Academy
The Lalonde Conference

Awards and Honors

  • Finalist for the Hunt-Maynard award for article published in Journal of Marketing that best advances marketing theory in 2019.

  • Outstanding Reviewer Award from the Journal of Consumer Research, 2018
  • Finalist for the best article published in JCR in the calendar year 2014, October 2017

  • Ferber Award for the best interdisciplinary dissertation article published in JCR, October 2015

  • Mays Competitive Summer Research Grant, Summer 2015
  • Marketing Science Institute Grant: “Humorous Complaining,” January 2011 (w/ A. P. McGraw & C. Kan).
  • Marketing Science Institute Grant: “On the Relationship Between Humor and Brand Attitude,” July 2010 (w/ A. P. McGraw).
  • AMA-Sheth Doctoral Consortium Fellow, Atlanta, GA, June 2009
  • Gerald Hart Research Fellowship, University of Colorado, Summer 2006 and 2008