Dee Warmath

College of Family and Consumer Sciences

Financial Planning, Housing and Consumer Economics

Associate Professor and Leadership Fellow for Innovation and Entrepreneurship

Dr. Dee Warmath is a consumer scientist.


Degree Field of Study Institution Graduation
Ph.D. Consumer Science University of Wisconsin-Madison 2012
M.S. Sociology Vanderbilt University 1991


My research examines the ways in which a consumer’s approach to decision making promotes the well-being outcomes of those decisions. I focus on the roles of decision-making skill, self-efficacy, motivation, and the involvement of others in achieving well-being.

I served for more than five years as the Principal Investigator for the Bureau of Consumer Financial Protection on its project to define and measure financial well-being, as well as test hypotheses of its drivers. I was also a Principal Investigator in the NCAA / Department of Defense Mind Matters Challenge with a three-year project examining the role of design thinking and social marketing in encouraging concussion reporting among young adults. I am currently working with Dr. Brenda Cude on a study of collegiate financial education and with the Australian Securities and Investment Commission on a study financial vulnerability and well-being. My research has been published in a variety of journals including the Journal of Consumer Research, Journal of Consumer Affairs, British Journal of Sports Medicine, Journal of Business Research, Sports Health, and Journal of Public Policy & Marketing, and presented at a variety of international and national conferences including the National Athletic Training Association, Frontiers in Service, Association for Consumer Research, American Council of Consumer Interests, and CFP Academic Research Colloquium. I am also a fellow of the Center for Financial Security at the University of Wisconsin-Madison. 


My approach to teaching has been greatly influenced by my experiences in an academic setting as well as in a dynamic business environment. A cornerstone of my teaching philosophy focuses on building competence, mastery, and confidence in the students who complete my courses. In my view, course design should encourage students to take ownership of the material. My role is to design a course experience that transfers knowledge and then provides the student with the space to digest, share, and evolve what they learn. The design focuses on primary learning objectives as well as important secondary or enabling skills such as digital literacy, analytical ability, strategic thinking, collaboration, leadership, and the ability to work effectively with diverse teams of varying size. I design and implement courses that are fair, respectful, focused, open-minded, adaptive, inspiring, and innovative. The course design creates space for students to understand the past of a given subject, to wrestle with its present, and to explore its possible futures. It must also motivate then to stretch their current capacity and encourage them to explore and take chances. Above all, my courses prepare students to apply what they learn to their worlds outside the classroom.

Prior Professional Positions

Organization Title Years of Service
University of Wisconsin-Madison / Department of Consumer Science Assistant Professor 4
The NPD Group, Inc. Senior Vice President, Retail Insights 8
Kohl's Department Stores, Inc. Vice President, Consumer and Brand Insights 5
J.C. Penney, Inc. Director, Customer Relationship Marketing and Analysis 5
Service Merchandise, Inc. Director, Strategic Intelligence 3


Award Name Awarded By Year Awarded
Best Reviewer of the Year Journal of Consumer Affairs 2019

Editorial Appointments

Position Name of Journal Year(s)
Editorial Board Journal of Consumer Affairs 2019 -
Associate Editor Journal of Consumer Affairs 2021 -

Current Classes

FHCE 4100/6100 - Consumer Well-being

FHCE 4010/6010 - Introduction to Social Entrepreneurship

FHCE 5011/7011 - Social Entrepreneurship Capstone

FHCE 5050/7050 - Consumer Analytics: Evidence-based Innovation (Quantitative Empathy)

FHCE 8800 - The Social Psychology of Consumer Decision Making

Journal Articles

Warmath, Dee, Andrew Winterstein, and David Bell. “The Role of High School Athlete’s Competitiveness in Sport Specialization: A National Study.” Accepted by the Orthopaedic Journal of Sports Medicine December 2021.

Warmath, Dee, Andrew P. Winterstein, and Susan Myrden. "Parents and coaches as transformational leaders: Motivating high school athletes’ intentions to report concussion symptoms across socioeconomic statuses." Social Science & Medicine 292 (2022): 114559.

Warmath, Dee, Pan‐Ju Chen, John Grable, and Eun Jin Kwak. "Soft landings: Extending the cushion hypothesis to financial well‐being in collectivistic cultures." Journal of Consumer Affairs 55, no. 4 (2021): 1563-1590.

Warmath, Dee, Casey Newmeyer, Genevieve O’Connor, and Nancy Wong. 2021. “Have I saved enough to social distance?” Journal of Consumer Affairs.

Casey Newmeyer, Dee Warmath, Genevieve O’Connor, and Nancy Wong. 2021. “Savings Automation: Helpful or Harmful?” Journal of Public Policy and Marketing 40(2), 285-297.

Kroshus, Emily, et al. 2020. “Actionable approaches to improving concussion disclosure: Consensus from the NCAA-Department of Defense Mind Matters Research & Education Grand Challenge.” British Journal of Sports Medicine 54,1314-1320.

Kroshus, Emily, et al. 2020. “Actionable approaches to improving concussion disclosure: Consensus from the NCAA-Department of Defense Mind Matters Research & Education Grand Challenge.” Journal of Special Operations Medicine 20(3). 88 - 95. (Planned simultaneous publication with the British Journal of Sports Medicine.)

Warmath, Dee, and Andrew Winterstein. 2020. The Impact of a Social Marketing Intervention on Concussion Reporting Beliefs. Journal of Athletic Training 55 (10): 1035–1045.

Warmath, Dee, Andrew Winterstein, and Susan Myrden. 2020. Sport Motivation as a Possible Indicator of Concussion Reporting Intentions Among Young Athletes. Clinical Journal of Sports Medicine. DOI: 10.1097/jsm.0000000000000804 PMID: 32852306

Warmath, Dee, and David Zimmerman. 2019. Financial Literacy as More than Knowledge: The Development of a Formative Scale through the Lens of Bloom’s Taxonomy of Knowledge. Journal of Consumer Affairs 53(4): 1602-1629.

Warmath, Dee, and Andrew P. Winterstein. 2019. Reporting skill: the missing ingredient in concussion reporting intention assessment. Sports Health 11(5): 416-424.

Warmath, Dee, Dominik Piehlmaier, and Cliff Robb. 2019. The impact of shared financial decision making on overconfidence for married adults. Financial Planning Review 2(1): 1-14.

O'Connor, Genevieve E., Casey E. Newmeyer, Nancy Yee Ching Wong, Julia B. Bayuk, Laurel A. Cook, Yuliya Komarova, Cazilla Loibl, L. Lin Ong, and Dee Warmath. 2019. Conceptualizing the multiple dimensions of consumer financial vulnerability. Journal of Business Research 100: 421-430.

Netemeyer, Richard, Dee Warmath, Daniel Fernandes, and John G. Lynch, Jr. 2018. “How Am I Doing? The Role of Financial Well-Being in Assessing, Achieving, and Experiencing General Well-Being.” Journal of Consumer Research 45(1):68-89.


Warmath, Dee. 2022. Financial Literacy and Financial Well-Being. In Brenda Cude and Giani Niccolini (eds.), The Routledge Handbook of Financial Literacy. London: Routledge.

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