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Rohini Ahluwalia

Professor, Curtis L. Carlson Trust Professor of Marketing


  • PhD
    (Marketing) The Ohio State University


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

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 is primarily focused in the areas of persuasion, branding and decision making. She examines how people process, resist, and are influenced by persuasive information relating to products, brands and political candidates. In particular, she has built significant streams of research in the areas of negative information processing as well as brand extensions. More recently, she has become interested in consumer wellbeing and how it relates to branding, consumption, and consumer decision making. For instance, she studies how consumers use brands to enhance their wellbeing, and how brands and product consumption can, in turn, impact a consumer’s wellbeing. Ahluwalia's research 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's John 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 Research and sits on the editorial boards of the Journal of Consumer Research and the Journal of Consumer Psychology.  She was named as a Chair of the 2011 Association for Consumer Research North American Conference and has previously served as member of ACR's Advisory Board and Co-chaired the ACR Doctoral Symposium.

Selected Works

  • “Attention Modes and Price Importance: How a Mind-wandering versus Experiencing Mode Influences Prioritization of Changeable Information” (2015), Journal of Consumer Research, with Ryan Rahinel,
  • “Culture and Branding” (2015), with Sharon Ng and Michael Houston, in Handbook of Culture and Consumer Behavior, eds. Lee and Ng, Oxford University Press
  • "Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands" (2013), Journal of Consumer Research, 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" (2012), Journal of Applied Social Psychology, 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

Editorial Appointments

    • ASSOCIATE EDITOR, Journal of Consumer Research (2008-2011)
    • ASSOCIATE EDITOR, Association for Consumer Research North American Conference (2008)
    • GUEST ASSOCIATE EDITOR, Management Science
    • EDITORIAL BOARD, Journal of Consumer Research (2005-present)
    • EDITORIAL BOARD, Journal of Consumer Psychology (2005-present)
    • EDITORIAL BOARD, Journal of Marketing (2002-2009)

Honors and Awards

    • American Marketing Association Doctoral Consortium, Faculty Fellow (2013, 2010, 2007, 2006, 2004)
    • Association for Consumer Research Doctoral Symposium, Faculty Fellow (2014, 2013, 2004)
    • Curtis L Carlson Professorship in Marketing (2010-present)
    • Faculty of the Year Teaching Award, Finalist, Carlson School of Management (2008)
    • Outstanding Reviewer Award, Journal of Consumer Research (2006)
    • American Marketing Association Doctoral Dissertation Award (1997)

Scholarly Service

    • Early Career Award Committee, Association for Consumer Research (2014)
    • Co-Chair, Association for Consumer Research North American Conference (2011)
    • Co-Chair, Association for Consumer Research Doctoral Symposium (2007)
    • Chair, Marketing Science Institute Conference (2007)
    • Advisory Board, Association for Consumer Research (2004-2006)