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Dr. Aparna Labroo, Ph.D.

Northwestern University

Research Expertise

Business and International Management
Marketing
Social Psychology
Sociology and Political Science
Experimental and Cognitive Psychology
Applied Psychology
Education
Sensory Systems
Artificial Intelligence

About

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.

Publications

The Effect of Conceptual and Perceptual Fluency on Brand Evaluation

Journal of Marketing Research / May 01, 2004

Lee, A. Y., & Labroo, A. A. (2004). The Effect of Conceptual and Perceptual Fluency on Brand Evaluation. Journal of Marketing Research, 41(2), 151–165. https://doi.org/10.1509/jmkr.41.2.151.28665

Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation

Journal of Consumer Research / Apr 01, 2008

Labroo, A. A., Dhar, R., & Schwarz, N. (2008). Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation. Journal of Consumer Research, 34(6), 819–831. https://doi.org/10.1086/523290

Be better or be merry: How mood affects self-control.

Journal of Personality and Social Psychology / Jan 01, 2007

Fishbach, A., & Labroo, A. A. (2007). Be better or be merry: How mood affects self-control. Journal of Personality and Social Psychology, 93(2), 158–173. https://doi.org/10.1037/0022-3514.93.2.158

Between Two Brands: A Goal Fluency Account of Brand Evaluation

Journal of Marketing Research / Aug 01, 2006

Labroo, A. A., & Lee, A. Y. (2006). Between Two Brands: A Goal Fluency Account of Brand Evaluation. Journal of Marketing Research, 43(3), 374–385. https://doi.org/10.1509/jmkr.43.3.374

Psychological Distancing: Why Happiness Helps You See the Big Picture

Journal of Consumer Research / Feb 01, 2009

Labroo, A. A., & Patrick, V. M. (2009). Psychological Distancing: Why Happiness Helps You See the Big Picture. Journal of Consumer Research, 35(5), 800–809. https://doi.org/10.1086/593683

The “Instrumentality” Heuristic

Psychological Science / Jan 01, 2009

Labroo, A. A., & Kim, S. (2009). The “Instrumentality” Heuristic: Why Metacognitive Difficulty Is Desirable During Goal Pursuit. Psychological Science, 20(1), 127–134. https://doi.org/10.1111/j.1467-9280.2008.02264.x

Some Ways in Which Positive Affect Facilitates Decision Making and Judgment

Emerging Perspectives on Judgment and Decision Research / Jun 16, 2003

Isen, A. M., & Labroo, A. A. (2003). Some Ways in Which Positive Affect Facilitates Decision Making and Judgment. In Emerging Perspectives on Judgment and Decision Research (pp. 365–393). Cambridge University Press. https://doi.org/10.1017/cbo9780511609978.013

Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts

Marketing Science / May 01, 2011

Landwehr, J. R., Labroo, A. A., & Herrmann, A. (2011). Gut Liking for the Ordinary: Incorporating Design Fluency Improves Automobile Sales Forecasts. Marketing Science, 30(3), 416–429. https://doi.org/10.1287/mksc.1110.0633

Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation

Journal of Marketing Research / Dec 01, 2010

Pocheptsova, A., Labroo, A. A., & Dhar, R. (2010). Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation. Journal of Marketing Research, 47(6), 1059–1069. https://doi.org/10.1509/jmkr.47.6.1059

From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation

Journal of Consumer Research / Apr 01, 2011

Hung, I. W., & Labroo, A. A. (2011). From Firm Muscles to Firm Willpower: Understanding the Role of Embodied Cognition in Self-Regulation. Journal of Consumer Research, 37(6), 1046–1064. https://doi.org/10.1086/657240

Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation: Table 1

Journal of Consumer Research / Aug 01, 2009

Labroo, A. A., & Mukhopadhyay, A. (2009). Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation: Table 1. Journal of Consumer Research, 36(2), 242–254. https://doi.org/10.1086/597159

An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures

Motivation and Emotion / Mar 01, 2004

Isen, A. M., Labroo, A. A., & Durlach, P. (2004). An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures. Motivation and Emotion, 28(1), 43–63. https://doi.org/10.1023/b:moem.0000027277.98917.9a

Incandescent affect: Turning on the hot emotional system with bright light

Journal of Consumer Psychology / Dec 31, 2013

Xu, A. J., & Labroo, A. A. (2013). Incandescent affect: Turning on the hot emotional system with bright light. Journal of Consumer Psychology, 24(2), 207–216. Portico. https://doi.org/10.1016/j.jcps.2013.12.007

From Inherent Value to Incentive Value: When and Why Pointless Effort Enhances Consumer Preference

Journal of Consumer Research / Dec 01, 2011

Kim, S., & Labroo, A. A. (2011). From Inherent Value to Incentive Value: When and Why Pointless Effort Enhances Consumer Preference. Journal of Consumer Research, 38(4), 712–742. https://doi.org/10.1086/660806

Half the Thrill Is in the Chase: Twisted Inferences from Embodied Cognitions and Brand Evaluation

Journal of Consumer Research / Jun 01, 2010

Labroo, A. A., & Nielsen, J. H. (2010). Half the Thrill Is in the Chase: Twisted Inferences from Embodied Cognitions and Brand Evaluation. Journal of Consumer Research, 37(1), 143–158. https://doi.org/10.1086/649908

The Orientation-Matching Hypothesis: An Emotion-Specificity Approach to Affect Regulation

Journal of Marketing Research / Oct 01, 2010

Labroo, A. A., & Rucker, D. D. (2010). The Orientation-Matching Hypothesis: An Emotion-Specificity Approach to Affect Regulation. Journal of Marketing Research, 47(5), 955–966. https://doi.org/10.1509/jmkr.47.5.955

Embodiment in judgment and choice.

Journal of Neuroscience, Psychology, and Economics / May 01, 2012

Reimann, M., Feye, W., Malter, A. J., Ackerman, J. M., Castaño, R., Garg, N., Kreuzbauer, R., Labroo, A. A., Lee, A. Y., Morrin, M., Nenkov, G. Y., Nielsen, J. H., Perez, M., Pol, G., Rosa, J. A., Yoon, C., & Zhong, C.-B. (2012). Embodiment in judgment and choice. Journal of Neuroscience, Psychology, and Economics, 5(2), 104–123. https://doi.org/10.1037/a0026855

Metacognition and consumer judgment: fluency is pleasant but disfluency ignites interest

Current Opinion in Psychology / Aug 01, 2016

Labroo, A. A., & Pocheptsova, A. (2016). Metacognition and consumer judgment: fluency is pleasant but disfluency ignites interest. Current Opinion in Psychology, 10, 154–159. https://doi.org/10.1016/j.copsyc.2016.01.008

The Influence of Experience and Sequence of Conflicting Emotions on Ad Attitudes

Journal of Consumer Research / Mar 01, 2007

Labroo, A. A., & Ramanathan, S. (2007). The Influence of Experience and Sequence of Conflicting Emotions on Ad Attitudes. Journal of Consumer Research, 33(4), 523–528. https://doi.org/10.1086/510226

Cueing Morality: The Effect of High-Pitched Music on Healthy Choice

Journal of Marketing / Jan 09, 2019

Huang, X. (Irene), & Labroo, A. A. (2019). Cueing Morality: The Effect of High-Pitched Music on Healthy Choice. Journal of Marketing, 84(6), 130–143. https://doi.org/10.1177/0022242918813577

A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research

Journal of Consumer Research / Jul 13, 2016

Janiszewski, C., Labroo, A. A., & Rucker, D. D. (2016). A Tutorial in Consumer Research: Knowledge Creation and Knowledge Appreciation in Deductive-Conceptual Consumer Research. Journal of Consumer Research, 43(2), 200–209. https://doi.org/10.1093/jcr/ucw023

The “Name-Ease” Effect and Its Dual Impact on Importance Judgments

Psychological Science / Dec 01, 2009

Labroo, A. A., Lambotte, S., & Zhang, Y. (2009). The “Name-Ease” Effect and Its Dual Impact on Importance Judgments. Psychological Science, 20(12), 1516–1522. https://doi.org/10.1111/j.1467-9280.2009.02477.x

Feeling disconnected from others: The effects of ambient darkness on hedonic choice

International Journal of Research in Marketing / Mar 01, 2018

Huang, X. (Irene), Dong, P., & Labroo, A. A. (2018). Feeling disconnected from others: The effects of ambient darkness on hedonic choice. International Journal of Research in Marketing, 35(1), 144–153. https://doi.org/10.1016/j.ijresmar.2017.12.005

Not always the best medicine: Why frequent smiling can reduce wellbeing

Journal of Experimental Social Psychology / Jul 01, 2014

Labroo, A. A., Mukhopadhyay, A., & Dong, P. (2014). Not always the best medicine: Why frequent smiling can reduce wellbeing. Journal of Experimental Social Psychology, 53, 156–162. https://doi.org/10.1016/j.jesp.2014.03.001

The Dirty Underbelly of Prosocial Behavior: Reconceptualizing Greater Good as an Ecosystem with Unintended Consequences

Journal of Consumer Psychology / Jul 01, 2021

Labroo, A. A., & Goldsmith, K. (2021). The Dirty Underbelly of Prosocial Behavior: Reconceptualizing Greater Good as an Ecosystem with Unintended Consequences. Journal of Consumer Psychology, 31(3), 417–428. Portico. https://doi.org/10.1002/jcpy.1261

It’s About Time: A Call for More Longitudinal Consumer Research Insights

Journal of the Association for Consumer Research / Jul 01, 2020

Chintagunta, P., & Labroo, A. A. (2020). It’s About Time: A Call for More Longitudinal Consumer Research Insights. Journal of the Association for Consumer Research, 5(3), 240–247. https://doi.org/10.1086/709858

Change it Up: Inactivity and Repetitive Activity Reduce Creative Thinking

The Journal of Creative Behavior / Sep 03, 2018

Main, K. J., Aghakhani, H., Labroo, A. A., & Greidanus, N. S. (2018). Change it Up: Inactivity and Repetitive Activity Reduce Creative Thinking. The Journal of Creative Behavior, 54(2), 395–406. Portico. https://doi.org/10.1002/jocb.373

Reaching for rigor and relevance: better marketing research for a better world

Marketing Letters / Sep 23, 2022

Madan, S., Johar, G. V., Berger, J., Chandon, P., Chandy, R., Hamilton, R., John, L. K., Labroo, A. A., Liu, P. J., Lynch, J. G., Mazar, N., Mead, N. L., Mittal, V., Moorman, C., Norton, M. I., Roberts, J., Soman, D., Viswanathan, M., & White, K. (2022). Reaching for rigor and relevance: better marketing research for a better world. Marketing Letters, 34(1), 1–12. https://doi.org/10.1007/s11002-022-09648-1

So difficult to smile: Why unhappy people avoid enjoyable activities.

Journal of Personality and Social Psychology / Jul 01, 2020

Shen, H., Labroo, A., & Wyer, R. S. (2020). So difficult to smile: Why unhappy people avoid enjoyable activities. Journal of Personality and Social Psychology, 119(1), 23–39. https://doi.org/10.1037/pspa0000186

Gut Liking for the Ordinary: How Product Design Features Help Predict Car Sales

GfK Marketing Intelligence Review / May 01, 2013

Landwehr, J. R., Labroo, A. A., Ellison, P. C., & Herrmann, A. (2013). Gut Liking for the Ordinary: How Product Design Features Help Predict Car Sales. GfK Marketing Intelligence Review, 5(1), 38–43. https://doi.org/10.2478/gfkmir-2014-0025

Reconsidering prosocial behavior as intersocial: A literature review and a new perspective

Consumer Psychology Review / Dec 07, 2022

Labroo, A. A., Khan, U., & Su, S. J. (2022). Reconsidering prosocial behavior as intersocial: A literature review and a new perspective. Consumer Psychology Review, 6(1), 92–108. Portico. https://doi.org/10.1002/arcp.1088

Evoking Goals to Be Responsible: When Political Cues Increase Utilitarian Choice

Journal of the Association for Consumer Research / Jan 01, 2019

Gamlin, J., Dong, P., Labroo, A. A., & Robinson, A. (2019). Evoking Goals to Be Responsible: When Political Cues Increase Utilitarian Choice. Journal of the Association for Consumer Research, 4(1), 87–96. https://doi.org/10.1086/700844

Commentaries on “Abductive Theory Construction”

Journal of Consumer Psychology / Dec 15, 2021

Kardes, F., Fischer, E., Spiller, S., Labroo, A., Bublitz, M., Peracchio, L., & Huber, J. (2021). Commentaries on “Abductive Theory Construction.” Journal of Consumer Psychology, 32(1), 194–207. Portico. https://doi.org/10.1002/jcpy.1279

14. The Psychology of Giving: Small Interventions That Make a Difference

Flux / Dec 31, 2012

Labroo, A. A. (2012). 14. The Psychology of Giving: Small Interventions That Make a Difference. In Flux (pp. 261–279). University of Toronto Press. https://doi.org/10.3138/9781442698390-016

JCP: The next mile

Journal of Consumer Psychology / Jan 01, 2024

Wooten, D. B., Bagchi, R., & Labroo, A. (2024). <scp>JCP</scp>: The next mile. Journal of Consumer Psychology, 34(1), 3–5. Portico. https://doi.org/10.1002/jcpy.1402

Editorial: Perspectives on Psychological Science—A Key Journal to Foster the Quality of Research

Perspectives on Psychological Science / Jan 01, 2022

Fiedler, K., Galesic, M., Garcia-Marques, L., Labroo, A., Lowrey, T. M., Morey, R. D., & Pleskac, T. J. (2022). Editorial: Perspectives on Psychological Science—A Key Journal to Foster the Quality of Research. Perspectives on Psychological Science, 17(1), 3–5. https://doi.org/10.1177/17456916211066918

Introduction to special issue on gender and ethnicity in the marketing professoriate

Marketing Letters / Aug 07, 2021

Labroo, A. A., Mizik, N., & Winer, R. S. (2021). Introduction to special issue on gender and ethnicity in the marketing professoriate. Marketing Letters, 32(3), 273–274. https://doi.org/10.1007/s11002-021-09591-7

Not Always the Best Medicine: Frequent Smiling Can Reduce Wellbeing

PsycEXTRA Dataset / Jan 01, 2014

Labroo, A., Mukhopadhyay, A., & Dong, P. (2014). Not Always the Best Medicine: Frequent Smiling Can Reduce Wellbeing: (509992015-233) [dataset]. In PsycEXTRA Dataset. American Psychological Association (APA). https://doi.org/10.1037/e509992015-233

Between Two Brands: A Goal Fluency Account of Brand Evaluation

SSRN Electronic Journal / Jan 01, 2007

Labroo, A. A., & Lee, A. Y. (2007). Between Two Brands: A Goal Fluency Account of Brand Evaluation. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.964767

Education

Cornell University

Ph.D., Consumer Behavior / April, 2004

Ithaca, New York, United States of America

Experience

Kellogg School of Management, Northwestern University

Professor of Marketing / June, 2013 — Present

Professor of Marketing, Rotman School of Management, University of Toronto (2011-2013)

Assistant/ Associate Professor of Marketing, Chicago Booth, University of Chicago (2003-2011)

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