Schroeder pioneered research at the intersections of branding and visual culture. He has published widely on branding, communication, identity, media history, and visual culture.

He teaches courses in visual culture and strategic communication, and is a frequent speaker at academic and industry seminars, as well as a regular media commentator. He has a B.A. in Psychology from the University of Michigan and an M.A. and Ph.D. in Social Psychology from the University of California, Berkeley, and he did postdoctoral work at Rhode Island School of Design. He is a member of the Diversity Scholars Network and an Advisory Board Member of the Race in the Marketplace Forum.

He has held visiting appointments at London School of Economics (Department of Media and Communications), Göteborg University, Sweden (Centre for Consumer Science), University of Auckland, New Zealand (Centre for Digital Enterprise), Bocconi University in Milan (Program in Fashion, Experience, and Design), Indian School of Business, Hyderabad (Marketing Department), Shanghai Institute for Foreign Trade, Walailak University, Thailand, and Wesleyan University (Center for the Humanities).

He serves on the editorial boards of the journals Arts and the Market, Consumption Markets & Culture, European Journal of Marketing, International Journal of Indian Culture and Business Management, JCB - Journal of Customer Behavior, Journal of Historical Research in Marketing, Journal of Macromarketing, Journal of Promotional Communications, Marketing Theory, and Visual Methodologies.

Latest book, Designed for Success: Better Living and Self-improvement with Midcentury Instructional Records, to be published in Spring 2024 by MIT Press.


Cover art for Designed for Dancing Borgerson, J. and Schroeder, J. (2021), Designed for Dancing: How Midcentury Vinyl Records Taught America to Dance, Cambridge, MA: MIT Press.
Cover art for August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text, and Theatre Schroeder, J. E., Stenport, A. W., and Szalczer, E. (eds.) (2019), August Strindberg and Visual Culture: The Emergence of Optical Modernity in Image, Text, and Theatre, London: Bloomsbury.
Cover art for Designed for Hi-Fi Living Borgerson, J. and Schroeder, J. (2017), Designed for HI-Fi Living: The Vinyl LP in Midcentury America, Cambridge, MA: MIT Press.
Cover art for Brands: Interdisciplinary Perspectives Schroeder, J. E. (ed.) (2015), Brands: Interdisciplinary Perspectives, London: Routledge.
Cover art for The Routledge Companion to Visual Organization Warren, S., Bell, E. and Schroeder, J. (eds.) (2014) The Routledge Companion to Visual Organization, London, Routledge.
Cover art for From Chinese Brand Culture to Global Brands; Insights from Aesthetics: Fashion and History Wu, Z., Borgerson, J. and Schroeder, J. (2013), From Chinese Brand Culture to Global Brands; Insights from Aesthetics: Fashion and History. Basingstoke: Palgrave Macmillan.
Cover art for Conversations on Consumption Schroeder, J. E. (ed.) (2013), Conversations on Consumption, New York: Routledge.
Cover art for Brand Culture Schroeder, J. and Salzer-Mörling, M. (eds.) (2006), Brand Culture, London: Routledge.
Cover art for Visual Consumption Schroeder, J. (2002), Visual Consumption, London and New York: Routledge. (Revised edition, 2005)

Articles and Chapters (selected)

Schroeder, J. (2021), “The Selfie in Consumer Culture,” in Derek Conrad Murray, ed., Visual Culture Approaches to the Selfie, New York: Routledge, 166-187.

Schroeder, J. E. (2021), Reinscribing Gender: Social Media, Algorithms, Bias, Journal of Marketing Management,37 (3-4), 376-378.

Fillis, I. and Schroeder, J. E. (2020), “Aesthetic Leadership in the Small Firm,” in Handbook of Entrepreneurship and Marketing, edited by Ian Fillis and Nicholas Telford, Cheltenham: Edward Elgar, 206-221.

Borgerson, J., Schroeder, J. E. and Wu, Z. (2020), “Branding as Soft Power: Brand Culture and the 2008 Beijing Olympics,” in Kingsley Edney, Ying Zhu and Stan Rosen, eds. Soft Power with Chinese Characteristics: China’s Campaign for Hearts and Minds, New York: Routledge, 117-132.

Schroeder, J., Borgerson, J., and Zhiyan, W. (2019), A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands, Journal of Cultural Management Research, 1, 334-352.

Gordon, N. S., Schroeder, J. and Borgerson, J. (2022), Folk and Fantasy: Colonial Imaginations of Caribbean Culture in Mid-century Calypso Album Cover Art, Howard Journal of Communications.…

Borgerson, J. and Schroeder, J. (2021), “Advertising and the Commodification of Identity Through Skin,” in Encyclopedia of Business and Professional Ethics, edited by Deborah Poff and Alex Michalos, New York: Springer.

Special Issues

Historical Perspectives on Non-western Markets and Consumer CulturesJournal of Historical Research in Marketing [with Eminigül Karababa], Vol. 11, no. 3, 2019

The Selfie Phenomenon – Consumer Identities in the Social Media MarketplaceEuropean Journal of Marketing  [with Richard Kedzior and Douglas E. Allen], Vol 50, nos 9/10, 2016

Communicating Identity / Consuming DifferenceConsumption Markets & Culture, Vol. 18, no. 6, 2015

When Images Cause TroubleVisual Communication Quarterly [with Kelly Norris Martin], Vol. 21, no. 4, 2014

Being BrandedScandinavian Journal of Management [with Jonathan Gosling and Katie Sullivan], Vol. 29, no. 2, 2013

Aesthetics, Images, and Vision, Marketing Theory, Vol. 6, no. 1, 2006

Gender and Identity, Consumption Markets & Culture, Vol. 6, no. 1, 2003