Barbara Loken, Professor of Marketing

Barbara Loken - scBarbara Loken, professor of marketing at the Carlson School, is a recognized expert in the fields of branding and consumer psychology.  She received her Ph.D. in social psychology at the University of Illinois and is currently both a professor in the marketing program and an adjunct professor in the psychology department at the University of Minnesota. Her recent publications include (a) The Role of the Media in Promoting and Reducing Tobacco Use (NCI Monograph 19, 2008); (b) "Consumer Psychology: Categorization, Inferences, Affect, and Persuasion," Annual Review of Psychology, Volume 57 (2006): 453-85; (c) "Categorization Theory and Research in Consumer Psychology: Category Representation and Category-Based Influence," in the Handbook of Consumer Psychology (2007); and (d) "Brand Concept Maps: A Methodology for Identifying Brand Association Networks" in the Journal of Marketing (2006). Loken is co-editing a 2010 book with Rohini Ahluwalia and Michael J. Houston, Brands and Brand Management: Contemporary Research Perspectives. She has served as an associate editor for the Journal of Consumer Research and as an editorial board member for the Journal of Consumer Research and the Journal of Consumer Psychology.


Areas of Expertise

  • Consumer behavior
  • Branding
  • Trademarks
  • Surveys
  • Consumer psychology
  • Brand Concept Maps


Research


Full List of Publications

Recent Publications

  • Brands and Brand Management: Contemporary Research Perspectives, Barbara Loken, Rohini Ahluwalia, and Michael J. Houston, eds. Psychology Press (forthcoming 2009).
     
  • The Role of the Media in Promoting and Reducing Tobacco Use, Ronald Davis, Elizabeth A. Gilpin, Barbara Loken, K. Viswanath, and Melanie Wakefield, eds. NCI Tobacco Control Monograph Series (Vol. 19), National Cancer Institute, U.S. Dept. of Health and Human Services, National Institutes of Health (2008).
     
  • "Categorization Theory and Research in Consumer Psychology: Category Representation and Category-Based Influence," Barbara Loken, Lawrence Barsalou, and Christopher Joiner, in C. P. Haugtvedt, Paul Herr, and Frank Kardes (eds.), Handbook of Consumer Psychology (2007).
     
  • "Consumer Psychology: Categorization, Inferences, Affect, and Persuasion," Barbara Loken, Annual Review of Psychology (2006).  Vol. 57, p. 453-485.
     
  • "Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Deborah Roedder John, Barbara Loken, Kyeongheui Kim, and Alokparna Basu Monga, Journal of Marketing (November 2006).  Vol. 43, No. 4, p. 549-563.  Also published in MSI Reports (2005), Issue 3.


News & Activities

Selected Media

  • In August and September 2008, the publication of the National Cancer Institute's Monograph 19, for which Loken was an editor, resulted in a National Press Club press conference and great deal of media buzz on tobacco marketing and adolescents including pieces by Reuters, the United Press International, Forbes, MSNBC, CNN Radio, Fox News, US News & World Report, and the Los Angeles Times, among hundreds of other outlets.
     
  • August 21, 2008, Press conference for National Cancer Institute Monograph 19, National Press Club, Washington, D.C.

Recent Presentations

  • March 10, 2009 presented "Tobacco in the Entertainment Media" at the 14th World Conference on Tobacco or Health (WCTOH) in Mumbai, India.
     
  • October 25, 2008, presented "Working Paper: Brand Dilution Effects on Franchises," with Noelle Nelson and Christine Bennett at the Association for Consumer Research's 2008 conference.
     
  • May 2, 2008, participated in the Carlson School's "Inside the Boardroom featuring Jill Lajdziak, Saturn Division General Manager," at the University of Minnesota.
     
  • July 2007, presented "The Brand Has Two Faces: Examining the Impact of an Accented Spokesperson on Brand Perceptions," with Christine M. Bennett, at the European Association for Consumer Research Conference, Milan, Italy.
     
  • June 8, 2007 moderator of the Emotional Response session at the Creating and Cultivating Brand Connections Conference, co-hosted by the Institute for Research in Marketing and the Marketing Science Institute at the University of Minnesota, Carlson School of Management.

Selected Professional Activities & Honors

  • Adjunct Professor of Psychology, University of Minnesota.
     
  • Associate Editor, Journal of Consumer Research, 1996-1999.
     
  • Affiliate Member, Center for Research in Learning, Perception, and Cognition, Department of Psychology, University of Minnesota.
     
  • Past Editorial Board Member on the Journal of Consumer Research and the Journal of Consumer Psychology.


Contact Information

Barbara Loken, Professor of Marketing

Carlson School of Management

University of Minnesota

321 Nineteenth Avenue South, Suite 3-150

Minneapolis, MN  55455-0438  USA

(612) 624-6898, fax (612) 624-8804

bloken@umn.edu

Instructional  Profile