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Aparna Labroo
Marketing
Professor of Marketing
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Dr. Labroo is a Consumer Psychologist and Professor of Marketing. Her expertise is in judgment and decision-making, including the role emotions play in consumer choices, health-regulation, self-control, pro-social action, and creativity. Her research designs psychological interventions to nudge consumers into taking actions beneficial to them and to society in the long run and 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 the Editor-in-Chief of Marketing Letters and Associate Editor at Perspectives on Psychological Science (PPS) and serves on the editorial/advisory boards of several journals. She previously served as Associate Editor for Journal of Consumer Research and Journal of Consumer Psychology.
Dr. Labroo teaches Marketing Strategy courses in Kellogg’s EMBA, Exec Ed. And MBA programs and has worked through her career with more than 4000 executives. She serves on advisory boards of start-ups and non-profits and has consulted in the pharmaceutical and non-profit space. An exceptional educator, she was voted by her EMBA class as winner of the J. Keith Murnighan Outstanding Professor Award in a Core (2020) and the Chair’s Core Course Teaching Award (2021).
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.
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I am an expert on consumer judgment and decision making and branding and the role emotions play in these contexts. I research factors that influence brand preferences and consumer choices, especially choices that engage self-control and involve trade-offs between immediate pleasure and long-term benefits, such as healthy choices, financial decisions, and pro-social actions including charitable giving. My focus is on how feelings can be leveraged to play a functional role in helping people accomplish their goals.
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For executives navigating an ever-changing marketing landscape, this program gives participants practical knowledge of marketing management tools and how to implement them into a successful strategy across multi-level teams.
Discover how to create effective, strategy-driven marketing campaigns that move customers and consumers in today’s ever evolving digital landscape. Utilizing tools such as insight, positioning and creative brief work, along with new tactical approaches across the communication spectrum, you’ll learn to ask the right questions, and explore frameworks and examples applicable to developing both B2C and B2B marketing communications plans.