Aparna Labroo
Aparna Labroo

Professor of Marketing

Print Overview

Dr. Labroo is a Consumer Psychologist who joined Kellogg as Professor of Marketing in 2013. Her research investigates how people can be nudged into taking actions beneficial to them and to society in the long run. In particular, her expertise is in understanding how people’s feelings impact such judgments and decision-making, including their consumer choices, persuasion, health-regulation, self-control, and pro-social action. Her research has featured in New York Times, Time, MSN, Forbes, Financial Times, Business Week, Scientific American, and other leading media outlets and she has presented this research a several leading business schools and psychology departments worldwide. She is recipient of the Society for Consumer Psychology Early Career Award, is currently is an Associate Editor for Journal of Consumer Psychology and serves on the editorial board of several journals, including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Retailing.

Before joining Kellogg, Dr. Labroo served as the Patricia C. Ellison Professor of Marketing at University of Toronto’s Rotman School of Management, and as Assistant and then Associate Professor of Marketing at Chicago Booth, where she taught MBA and Executive Courses on Marketing Strategy and on Strategic Brand Communications. She previously worked in advertising, on Unilever and SmithKline Beecham Brands. She has an MBA from the Indian Institute of Management (Ahmedabad) and her PhD is from Cornell.

Areas of Expertise
Consumer Decision-Making
Prosocial Behavior
Print Vita
PhD, 2004, Marketing, Cornell University
MBA, Indian Institute of Management, Ahmedabad
BA, Economics, St. Stephen's College, India

Academic Positions
Professor of Marketing, Northwestern University, 2013-present
Visiting Professor of Marketing, University of Chicago, Fall 2011
Patricia C. Ellison Professor of Marketing, University of Toronto, 2011-2013
Visiting Scholar, Northwestern University, 2011-2012
Associate Professor of Marketing, University of Chicago, 2007-2011
Assistant Professor of Marketing, University of Chicago, 2003-2007

Print Research
Research Interests
My research investigates how feelings influence judgment and decision making, including consumer choices, self-control choices that involve trade-offs between immediate pleasure and long-term benefits, self-regulation and healthy choices, pro-social actions including charitable giving, creativity and cognitive performance. In these contexts, I investigate how feelings (incidental feelings that arise outside of the decision process, feelings that arise from the decision process itself, or sensory-motor physiological experiences) play a functional role in helping people accomplish their goals.

Hung, Iris and Aparna Labroo. 2011. From firm muscles to firm willpower: Understanding the role of embodied cognition in self-regulation. Journal of Consumer Research. 37(6): 1046-1064.
Landwehr, J.R., Aparna Labroo and Anthony Hermann. 2011. Gut liking for the ordinary: Incorporating design fluency improves automobile sales forecasts. Marketing Science . 30(3): 416-429.
Kim, Sara and Aparna Labroo. 2011. From inherent value to incentive value: When and why pointless effort enhances consumer preference. Journal of Consumer Research. 38(4): 712-742.
Pocheptsova, Anastasiya, Aparna Labroo and Ravi Dhar. 2010. Making products feel special: When metacognitive difficulty enhances evaluation. Journal of Marketing Research. 47(6): 1059-1069.
Labroo, Aparna and Derek D Rucker. 2010. The orientation-matching hypothesis: An emotion-specificity approach to affect regulation. Journal of Marketing Research. 47(5): 955-966.
Labroo, Aparna, Soraya Lambotte and Yan Zhang. 2009. The "name-ease" effect and its dual impact on importance judgments. Psychological Science. 20(12): 1516-1522.
Labroo, Aparna and Sara Kim. 2009. The "instrumentality" heuristic: Why metacognitive difficulty is desirable during goal pursuit. Psychological Science. 20(1): 127-134.
Labroo, Aparna and Anirban Mukhopadhyay. 2009. Lay theories of emotion transience and the search for happiness: A fresh perspective on affect regulation. Journal of Consumer Research. 36(2): 242-254.
Labroo, Aparna, Ravi Dhar and N. Schwarz. 2008. Of frog wines and frowning watches: Semantic priming, perceptual fluency, and brand evaluation. Journal of Consumer Research. 34(6): 819-831.
Fishbach, Ayelet and Aparna Labroo. 2007. Be better or be merry: How mood affects self-control. Journal of Personality and Social Psychology. 93(2): 158-173.
Working Papers
Maimaran, Michal and Aparna Labroo. 2014. Preschoolers' Perception of Gender Roles.

Print Teaching
Full-Time / Part-Time MBA
Marketing Management (MKTG-430-0)

This course counts toward the following majors: Marketing, Marketing Management

This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.