Rohini Ahluwalia

Professor, Curtis L. Carlson Trust Professor of Marketing


  • Branding and Advertising
  • Persuasion
  • Negative information in the marketplace
  • Consumer Decision Making

Rohini Ahluwalia is the Curtis L. Carlson Trust Professor of Marketing at the Carlson School of Management at the University of Minnesota.  She is well-known for her expertise in consumer psychology.  Ahluwalia's research focuses on understanding how people process, resist, and are influenced by persuasive information relating to brands, political candidates and issues.  It has been published in leading journals such as the Journal of Marketing Research, Journal of Consumer Research,and Journal of Marketing, and received American Marketing Association'sJohn A. Howard Dissertation Award.  Her work been reported in several media outlets including the National Public Radio, CBS, and The New York Times.  Ahluwalia served as an Associate Editor of the Journal of Consumer Researchand sits on the editorial boards of the Journal of Consumer Researchand the Journal of Consumer Psychology.  She was named as a Chair of the 2011 Association for Consumer ResearchNorth American Conference and has previously served as member of ACR's Advisory Board and Co-chaired the ACR Doctoral Symposium.  

Selected Works

  • "Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands," Journal of Consumer Research (forthcoming), with Sara Loughran Dommer and Vanitha Swaminathan
  • "Extending Culturally Symbolic Brands: A Blessing or Curse?", Journal of Consumer Research (2012), February, with Carlos Torelli
  • "The Role of Consumer Inferences and Pricing Discounts in Influencing Switching Behavior", Journal of Applied Social Psychology, (2012), with Beomjoon Choi
  • Advances in Consumer Research (2011), Volume 39, Duluth, MN, co-edited with Tanya Chartrand and Rebecca Ratner
  • "Brands and Brand Management: Contemporary Research Perspectives" (2010), Routledge (Taylor & Francis Publishers), co-edited with Barbara Loken and Michael J. Houston.
  • "Traveling the Paths to Brand Loyalty" (2010), with Andrew M. Kaikati, in Barbara Loken, Rohini Ahluwalia, and Michael J. Houston (eds), Brands and Brand Management: Contemporary Research Perspectives, Routledge, 63-90.
  • "When Brand Personality Matters: The Moderating Role of Consumer Attachment Style", Journal of Consumer Research (2009), April, with Vanitha Swaminathan and Karen Stilley
  • "Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals Versus Local Firms", Journal of Consumer Research, December (2008) with Aradhna Krishna
  • "How Far Can a Brand Stretch: Understanding the Role of Self-Construal", Journal of Marketing Research, June (2008), 227-350.

Current Activities

Current Research

  • Faculty Coordinator, PhD Program in Marketing
  • Associate Editor, Association for Consumer Research North American Conference (2008)

Editorial Appointments

  • Editorial Board, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing
  • Associate Editor, Journal of Consumer Research (2008-2011)

Honors and Awards

  • American Marketing Association Doctoral Consortium Faculty Fellow (2013, 2010, 2007, 2006, 2004)

Scholarly Service

  • Co-Chair, Association for Consumer Research Doctoral Symposium (2007)
  • Co-Chair, Association for Consumer Research North American Conference (2011)
3-150 Carlson School

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