Barbara Loken

Barbara Loken is the David C. McFarland Professor of Marketing at the Carlson School, University of Minnesota, and Adjunct Professor of Psychology in the Department of Psychology, University of Minnesota. She is an expert in the fields of brand management, health promotion, and consumer psychology. Within the field of brand management, Professor Loken contributed seminal research on brand extensions and brand dilution published in the Journal of Marketing Research and Journal of Marketing, among the first scholarly research papers to appear in the discipline of marketing and among the first to apply theories of categorization to the study of branding. She co-edited Brands and Brand Management: Contemporary Research Perspectives, 2010. Within the field of health promotion, Professor Loken served as a scientific editor of the National Cancer Institute’s Monograph 19 (The Role of the Media in Promotion and Reducing Tobacco Use, 2008), and co-authored a literature synthesis for The Lancet, 2010 on research using mass media to change health behaviors. Within the field of consumer psychology, Professor Loken contributed a 20-year review of literature on consumer psychology for the Annual Review of Psychology, 2006 and co-authored a review of gender research in consumer psychology for Journal of Consumer Psychology, 2015. Her recent publications include research funded by the National Institutes of Health (NIH) on consumer learning of tobacco constituents in smokeless tobacco products (Nicotine & Tobacco Research, 2020), effects of viewing counterfeit products on brand dilution (Journal of Consumer Psychology, 2017), and enhancement of brands through brand naming (Journal of Consumer Psychology, 2018). Professor Loken has served as Department Chair for the Marketing Department at the Carlson School, has served as Associate Editor for the Journal of Consumer Research, and has served on multiple review and advisory boards.