Josh Lundberg
Josh Lundberg researches consumer behavior as an assistant professor of marketing in the School of Business at NCCU. Josh’s research into sensory and digital marketing has been published in academic journals, including the Journal of Retailing and the International Journal of Research in Marketing. Having developed a varied skillset, he specializes in multimethod research that allows rigorous investigation by leveraging experimental, quasi-experimental, and qualitative insights.
Prior to working in academia, he worked in the service and hospitality industry and received his Ph.D. from the University of Kentucky. Outside academia, Josh enjoys an active lifestyle through competitive tennis, long walks, and working in the garden.
Education
| Ph.D. | Marketing, University of Kentucky | 2023 |
| B.S. | Marketing and International Business, University of Kentucky | 2017 |
Courses
Publications
Josh Lundberg, John Peloza, and Adam Craig (2026) “Charities Can Use Visual Progression Appeals to Communicate Solution Longevity,” International Journal of Research in Marketing, in press, https://www.sciencedirect.com/science/article/pii/S0167811626000595?via%3Dihub
- Media coverage: Up Next with Gabriella Mirabelli
Josh Lundberg and Daniel E. Chavez (2025) “Warming up to Private Labels: Temperature Impacts Private Label Performance,” Journal of Retailing, 101(4), 621-638, https://doi.org/10.1016/j.jretai.2025.06.004
Heather Dretsch, Amna Kirmani, and Josh Lundberg (2024) “Designing Brand Co-Creation Activities to Increase Digital Consumer Engagement,” Journal of Interactive Marketing, 59(2), 151-166, https://journals.sagepub.com/doi/10.1177/10949968231191097
Josh Lundberg, Adam Craig, and John Peloza (2023) “Strike While the Iron is Hot: Temperature Affects Consumers’ Appetite for Risk,” Psychology & Marketing, 40(12), 2653-2667, https://doi.org/10.1002/mar.21905