Dr. Aparna Labroo is a renowned researcher and expert in the field of consumer behavior. She received her Ph.D. in Consumer Behavior from Cornell University in 2004. She is currently a highly respected Professor of Marketing at the Kellogg School of Management at Northwestern University. With a passion for understanding how consumers make decisions, Dr. Labroo has conducted extensive research on the psychological processes behind consumer behavior. Her work has been published in top academic journals and has won numerous awards and accolades. Dr. Labroo's expertise lies in the areas of persuasion and influence, and in uncovering the emotional, cognitive, and motivational influences underlying the choices people make, especially in the food, product, lifestyle, financial, and prosocial domains. She is known for her innovative and interdisciplinary approach to understanding consumer behavior, incorporating insights from psychology, policy, and marketing. As a professor, Dr. Labroo is highly regarded for her dynamic teaching style and has been recognized with multiple teaching awards. She is also a sought-after speaker and consultant for various companies and organizations, in the B2C and B2B space and with non-Profits. Her interest is in fostering innovation and helping firms understand how to effectively target their consumers, and how to design experiences that maximize the customer lifetime value. As a leading expert in consumer behavior, with contributions that have significantly advanced the understanding of how people make decisions, her work has not only shaped the field of marketing but has also had a broader impact on society, helping businesses and people make more informed choices.