Professor Barbara Loken
3-173 CarlSMgmt

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Barbara Loken

Professor David C McFarland Professor of Marketing


  • BA 1973
    Psychology Univ. of Minnesota

  • MA 1976
    Psychology New York Univ.

  • PhD 1981
    Social Psychology Univ. of Illinois


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

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 behaviours. 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

Current Activities

Current Research

  • Consumer understanding of smokeless tobacco constituent information.

    Assessing constituent levels in smokeless tobacco products: A new approach to engaging and educating the public
  • Consumer Categorization and Attitudes Theories;

    Brand Dilution/Brand equity research

  • Public Health Mass media Campaigns, Social Marketing, Tobacco Marketing

  • Counterfeits and their impact on beliefs about the genuine brand.

    Viewing Usage of Counterfeit Luxury Goods: How Perceived Social Class Affects Female’s Ratings of the Genuine Luxury Brand

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.