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, pro-social action, and creativity. 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 Research and serves on the editorial board of several journals, including the Journal of Consumer Psychology and the Journal of Marketing Research.

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, Honors

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

Honors and Awards
OpEd Project Public Voices Fellow, Northwestern University, 2015-16
Conference Co-chair, Association for Consumer Research Annual Conference

Editorial Positions
Associate Editor, Journal of Consumer Research, 2014
Associate Editor, Journal of Consumer Psychology, 2012-2015
Editorial Review Board Member, Frontiers in Emotion Science, 2012
Editorial Review Board Member, Journal of Consumer Psychology, 2015
Editorial Review Board Member, Journal of Marketing Research, 2006
Editrorial Review Board Member, Journal of Retailing, 2011

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.

Huang, Xun (Irene), Ping Dong and Aparna Labroo. 2018. Feeling Disconnected from Others: The Effects of Ambient Darkness on Hedonic Choice. International Journal of Research in Marketing. 35 (1): 144-153.
Janiszewski, Chris, Aparna Labroo and Derek D. Rucker. 2016. Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research. Journal of Consumer Research.
Labroo, Aparna and Anastasiya Pocheptsova. 2016. Metacognition and Consumer Judgment: Fluency is Pleasant but Disfluency Ignites Interest. Current Opinion in Psychology. 10: 154-9.
Dong, Ping and Aparna Labroo. Forthcoming. Expectancy Neglect: Why Superstitious Acts Increase Risk-Seeking in Gains but Risk-Avoidance in Losses. Journal of the Association for Consumer Research.
Labroo, Aparna, Anirban Mukhopadhyay and Ping Dong. 2014. Not Always the Best Medicine: Why Frequent Smiling can Reduce Wellbeing. Journal of Experimental Social Psychology.
Xu, Alison and Aparna Labroo. 2014. Incandescent affect: Turning on the hot emotional system with bright light. Journal of Consumer Psychology.
Reimann, Martin, Feye Wilko, Alan J. Malter, Josh Ackerman, Raquel Castano, Nitika Garg, Robert Kreuzbauer, Aparna LabrooAngela Y. Lee, Maureen Morrin, Gergana Y. Nenkov, Jesper H. Nielsen, Maria Perez, Gratiana Pol, JoseAntonio Rosa, Carolyn Yoon and Chen-Bo Zhong. 2012. Embodiment in Judgement and Choice. Journal of Neuroscience, Psychology, and Economics. 5(2)
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.
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.
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.
Labroo, Aparna and Jesper Neilsen. 2010. Half the thrill is in the chase: Twisted inferences from embodied cognitions and brand evaluation. Journal of Consumer Research. 37(1): 143-158.
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): 955-66.
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 and Vanessa Patrick. 2009. Psychological Distancing: Why Happiness Helps you See the BIg Picture. Journal of Consumer Research. 35(5): 800-9.
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, 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, 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.
Labroo, Aparna and Suresh Ramanathan. 2007. The influence of experience and sequence of conflicting emotions on ad attitudes. Journal of Consumer Research. 33(4): 523-528.
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.
Labroo, Aparna and Angela Y. Lee. 2006. Between Two Brands: A Goal Fluency Account of Brand Evaluation. Journal of Marketing Research. 43(3): 374-385.
Lee, Angela Y. and Aparna Labroo. 2004. Effects of Conceptual and Perceptual Fluency on Brand Evaluation. Journal of Marketing Research. 41(2): 151-165.
Labroo, Aparna and Alice Isen. 2004. An influence of product and brand name on positive affect: Implicit aqnd explicit measures. Motivation and Emotion. 28(1): 43-63.
Working Papers
Maimaran, MichalAparna Labroo and Anastasiya Pocheptsova. 2017. Do People Think Attractive Women are Less Intelligent, and Why That Matters.
Book Chapters
Labroo, Aparna and Anastasiya Pocheptsova. 2017. "What Makes Tomorrows Gain Worth Todays Pain? Cognitive, Motivational, and Affective Influences in Self-control Dilemmas." In International Handbook of Consumer Psychology, edited by C. Jansson-Boyd & M. Zawisza, Taylor & Francis, London, UK.
Labroo, Aparna. 2012. "The psychology of giving: Small interventions that make a difference." In Flux: What marketing managers need to navigate the new environment, edited by Soberman D., Soman D., 261-279.
Isen, Alice and Aparna Labroo. 2003. "Some ways in which positive affect facilitates decision making." In Emerging Perspectives on Decision Research, edited by Schneider S.L., Shanteau, J.R., 365-393. Cambridge.
Bauer, Sarah C., Aparna Labroo and Megan Y. Roberts. "Happy to Help: Research Shows How Caregiver Happiness Is Critical as More Children Affected by Autism." Huffington Post.
Labroo, Aparna. "Fighting Christmas Debt." USA Today.
Botti, Simona and Aparna Labroo. 2014. Proceedings of the Association for Consumer Research 2013 Annual Meeting.

Print Teaching
Full-Time / Evening & Weekend MBA
Marketing Management (MKTG-430-0)
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.

Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.

Developing Impactful Consumer Research (MKTG-531-3)
The purpose of this course is to enhance your understanding of and to equip you with the core skills needed to develop impactful consumer research. We will discuss how to evaluate the viability of a research idea, how to design meaningful experiments testing this idea, and how to turn a set of experiments into an impactful marketing article.

Special Topics In Consumer Behavior Research (MKTG-540-0)
The purpose of this course is to introduce students to important methods, issues, or topics that are unaddressed in other marketing doctoral courses, and the focus changes each year. For the 2017 – 2018 academic year, this course will introduce students to a range of topics that have been the focus of attention and interest among consumer researchers in recent years: social influence and relationship deficits, lifespan development, meaning in consumption, marketplace morality, and changing consumer behavior in response to macro trends such as technology and economic factors. While this course will focus on the relevance of these topics for consumer researchers, the course material and discussions may also be pertinent to graduate students in psychology, communication studies and education.

Executive MBA
Marketing Management (MKTGX-430-0)
Marketing Management addresses the importance of companies being market-driven and customer-focused and presents current theories and practices of marketing management.