
Barbara Loken
Education:
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BA 1973Psychology Univ. of Minnesota
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MA 1976Psychology New York Univ.
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PhD 1981Social Psychology Univ. of Illinois
Expertise:
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Branding
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Social and Health Marketing
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Consumer psychology
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Brand Concept Maps
Biography
Barbara Loken is the David C. McFarland Professor of Marketing at the Carlson School. She 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. Recent and representative publications include (a) Assessing constituent levels in smokeless tobacco products: A new approach to engaging and educating the public, Nicotine and Tobacco Research, 2015; (b) Revisiting gender differences: What we know and what lies ahead, Journal of Consumer Psychology, 2015; (c) Corporate sponsorships may hurt nonprofits: Understanding their effect on charitable giving, Journal of Consumer Psychology, 2013, (d) The use of mass media campaigns to change health behaviors. The Lancet, 2010; (e) Brands and Brand Management: Contemporary Research Perspectives; Routledge (Psychology Press), 2010; (f) The Role of the Media in Promoting and Reducing Tobacco Use, National Cancer Institute Monograph 19, 2008; (g) Categorization theory and research in consumer psychology: Category representation and category-based influence," in the Handbook of Consumer Psychology, 2007; (h) Consumer psychology: Categorization, inferences, affect, and persuasion, Annual Review of Psychology, Volume 57, 2006; and (i) "Brand concept maps: A methodology for identifying brand association networks" in the Journal of Marketing, 2006. She has served as Department Chair in Marketing, Associate Editor for the Journal of Consumer Research, and editorial board member for the Journal of Consumer Research and the Journal of Consumer Psychology.
Selected Works & Activities.
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Journal Articles"Corporate Sponsorships May Hurt Nonprofits: Understanding Their Effects on Charitable Giving," Christine M. Bennett, Hakkyun Kim, and Barbara Loken (2013), Journal of Consumer Psychology.
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Book ChaptersConsumer Categorization. Barbara Loken (2011). Wiley International Encyclopedia of Marketing, Ed. J. Sheth & N.K. Malhotra. Series editor is Richard Bagozzi. John Wiley & Sons, Ltd.
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Book Chapters
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Book ChaptersBrand Dilution and Brand Protection. Barbara Loken and Deborah Roedder John (2011). In J.Alba, Consumer Insights: Findings from Behavioral Research. Marketing Science Institute.
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Journal Articles"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.
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Whole Books
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Serials (Book, Monograph)
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Book Chapters
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Journal Articles
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Journal Articles
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Journal Articles
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Journal Articles
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Journal Articles
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Journal Articles
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Journal Articles"Assessing constituent levels in smokeless tobacco products: A new approach to engaging and educating the public", with G. Borgida, J. Vitriol, A. Williams, I. Stepanov, & D. Hatsukami. Nicotine & Tobacco Research.
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"Consumer Psychology Theory. Encyclopedia of Theory in Psychology". with J. Edited by Harold (Hal) L. Miller. Sage Publications.C
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Current Research
Counterfeits and their impact on beliefs about the genuine brand.
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Current Research
Consumer understanding of smokeless tobacco constituent information.
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Current Research
Consumer Categorization and Attitudes Theories; Brand Dilution/Brand equity research
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Current Research
Public Health Mass media Campaigns, Social Marketing, Tobacco Marketing
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Scholarly Service
Adjunct Professor of Psychology, University of Minnesota; Member, Masonic Cancer Center Member, ACR, AMA, SCP Associate Editor, Journal of Consumer Research, 1996-1999. Member, Center for Research in Learning, Perception, and Cognition, Department of Psychology, University of Minnesota.