Caleb Warren

Associate Professor of Marketing

Caleb Warren

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

Areas of Expertise

  • Humor
  • Symbolic value
  • Goal pursuit


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

Caleb Warren joined the Eller College of Management in 2016 after previously working as an assistant professor of marketing at Texas A&M University and Bocconi University. His areas of expertise include humor, symbolic value and goal pursuit. Specifically, he studies consumer psychology and investigates consumer responses to behaviors that part from the norm. He is a member of the editorial review board for the Journal of Consumer Research, Journal of Marketing and the Journal of Consumer Psychology.

Current Research

  • Consumer behavior


  • MKTG 450 Consumer Behavior
  • MKTG 460 Digital Marketing


  • 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

  • Outstanding Reviewer Award from the Journal of Consumer Research, 2018
  • 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