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, 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

Grants and Awards
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

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.

Labroo, Aparna, Anirban Mukhopadhyay and Ping Dong. Forthcoming. Not Always the Best Medicine: Why Frequent Smiling can Reduce Wellbeing. Journal of Experimental Social Psychology.
Xu, Alison and Aparna Labroo. Forthcoming. 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.
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 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 Affective Judgment. 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, Michal and Aparna Labroo. Preschoolers' Perception of Gender Roles.
Koo, Minjung, Aparna Labroo and Angela Y. Lee. 2011. The Role of Goal Vigilance in Self-Control: The Winning Strategy of Prevention Orientation.
Book Chapters
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.
Labroo, Aparna and Albert Isenman. 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.

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.

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.