Campuses:

Barbara Loken

Professor
Marketing

Education

  • BA 1973
    Psychology Univ. of Minnesota

  • MA 1976
    Psychology New York Univ.

  • PhD 1981
    Social Psychology Univ. of Illinois

Expertise

  • Branding
  • Social and Health Marketing
  • Consumer psychology
  • Brand Concept Maps

Barbara 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 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 Use of Mass Media Campaigns to Change Health Behaviours, The Lancet, 2010; (b) Brands and Brand Management: Contemporary Research Perspectives, Routledge (Psychology Press), 2010; (c) Corporate Sponsorships may hurt nonprofits: Understanding their effect on charitable giving, Journal of Consumer Psychology, 2013, (d) Consumer Categorization. Wiley International Encyclopedia of Marketing, Ed. J. Sheth & N.K. Malhotra. Series editor is Richard Bagozzi. John Wiley & Sons, Ltd , 2011; (e) Mass Media Campaigns Can Change Health Behaviors. In J. Alba, Consumer Insights: Findings from Behavioral Research, Marketing Science Institute, 2011; (f) Controlling Obesity: Lessons Learned from Tobacco Control and Tobacco Marketing Research. Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, Rajeev Batra, Punan Anand Keller and Victor Strecher (eds), 2011; (g)The Role of the Media in Promoting and Reducing Tobacco Use, National Cancer Institute Monograph 19, 2008; (h) Categorization Theory and Research in Consumer Psychology: Category Representation and Category-Based Influence," in the Handbook of Consumer Psychology, 2007; Consumer Psychology: Categorization, Inferences, Affect, and Persuasion, Annual Review of Psychology, Volume 57, 2006; (i) "Brand Concept Maps: A Methodology for Identifying Brand Association Networks" in the Journal of Marketing, 2006.  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.

Selected Works

  • "Corporate Sponsorships May Hurt Nonprofits: Understanding Their Effects on Charitable Giving," Christine M. Bennett, Hakkyun Kim, and Barbara Loken (2013), Journal of Consumer Psychology.
    Download (401.77 KB)
  • Consumer Categorization. Barbara Loken (2011). Wiley International Encyclopedia of Marketing, Ed. J. Sheth & N.K. Malhotra. Series editor is Richard Bagozzi. John Wiley & Sons, Ltd.
  • Mass Media Campaigns Can Change Health Behaviors. Melanie Wakefield, Barbara Loken, and Robert C. Hornik (2011). In J. Alba, Consumer Insights: Findings from Behavioral Research. Marketing Science Institute.
  • Brand Dilution and Brand Protection. Barbara Loken and Deborah Roedder John (2011). In J.Alba, Consumer Insights: Findings from Behavioral Research. Marketing Science Institute.
  • "Controlling Obesity: Lessons Learned from Tobacco Control and Tobacco Marketing Research,” Barbara Loken, K. Viswanath, and Melanie A. Wakefield (2011). To appear in Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, Rajeev Batra, Punan Anand Keller and Victor Strecher (eds).
  • "Use of Mass Media Campaigns to Change Health Behavior," Melanie A. Wakefield, Barbara Loken, and Robert C. Hornik (2010). The Lancet, Volume 375, Issue 9748, p. 1261-1271.
  • Brands and Brand Management: Contemporary Research Perspectives, Eds, with R. Ahluwalia and M. Houston, 2010.
  • "Categorization Theory and Research in Consumer Psychology: Category Representation and Category-Based Inference," co-authors Larry Barsalou and Christopher Joiner. In The Handbook of Consumer Psychology, Eds. Curtis Haugvedt, Paul Herr, and Frank Kardes, 2007
  • "Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Journal of Marketing Research, Vol. 43(November), 549-563. With Deborah Roedder John, Kyeongheui Kim, and Alakparna Basu Monga, 2006.
    Download (746.35 KB)
  • "Consumer Psychology: Categorization, Inferences, Affect, and Persuasion," Annual Review of Psychology, Volume 57, 2006.
    Download (282.01 KB)
  • "Category Attitudes Measures," with Christopher Joiner and Joann Peck, Journal of Consumer Psychology, 2002.
    Download (183.35 KB)
  • "The Negative Impact of Extensions: Can You Dilute Flagship Products?" Journal of Marketing, Vol. 62(Jan), 19-32. With D. John and C. Joiner, 1998.
    Download (2.71 MB)
  • "Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?" with D. John, Journal of Marketing, 57(July), 71-84,1993
    Download (2.3 MB)
  • "A Process-Tracing Study of Brand Extension Evaluation," with D. Boush, Journal of Marketing Research, 1991
    Download (2.4 MB)
  • "Alternative Approaches to Understanding the Determinants of Typicality," with J. Ward, Journal of Consumer Research, 1990
  • "Corporate sponsorships may hurt nonprofits: Understanding their effects on charitable giving," Journal of Consumer Psychology, 2013

Current Activities

Administrative Appointments

  • Marketing Department Chiar

Community Relationships

  • Selected Recent 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.

Current Research

  • Brand Dilution, Brand Extensions, and Strengthening of Brand Equity
  • Consumer Categorization and Attitudes Theories
  • Public Health Mass media Campaigns, Social Marketing, Tobacco Marketing
  • •October 2010, invited to present "The Rule of Entertainment Media in Promotion and Discouraging Tabacco Use," at the "Movies, Entertainment Media and Tabacco-Related Disparities" symposium, Havard School of Public Health, Boston, MA October, 2009 presented session "Brand Dilution: Impact of the Use of Conterfeits on Original Brand Perception," Association for Consumer Research, Pittsburgh, PA (also at Society for Personality and Social Psychology, January 2010) •March 10, 2009 presented "Tobacco in the Entertainment Media" at the 14th World Conference on Tobacco or Health (WCTOH) in Mumbai, India. •May 2, 2008, participated in the Carlson School's "Inside the Boardroom featuring Jill Lajdziak, Saturn Division General Manager," at the University of Minnesota.

Scholarly Service

  • •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.
(612) 624-6898
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