 
 Barbara Loken, professor of marketing at the Carlson School, 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 currently both a professor in the marketing program and an adjunct professor in the psychology department at the University of Minnesota. Her recent publications include "The Role of the Media in Promoting and Reducing Tobacco Use," "Consumer Psychology: Categorization, Inferences, Affect, and Persuasion," Annual Review of Psychology, Volume 57 (2006): 453-85; "Categorization Theory and Research in Consumer Psychology: Category Representation and Category-Based Influence," in the Handbook of Consumer Psychology (2007); and "Brand Concept Maps: A Methodology for Identifying Brand Association Networks' in the Journal of Marketing Research. Loken is co-editing a 2009 book with Rohini Ahluwalia and Michael J. Houston, Contemporary Perspectives in Branding Research. She has served as an associate editor for the Journal of Consumer Research and as an editorial board member for the Journal of Consumer Research and the Journal of Consumer Psychology.
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- Consumer behavior
- Branding
- Trademarks
- Surveys
- Consumer psychology
- Brand Concept Maps
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Full List of Publications
Recent Publications
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"The Role of the Media in Promoting and Reducing Tobacco Use," Ronald Davis, Elizabeth A. Gilpin, Barbara Loken, K. Viswanath, and Melanie Wakefield, eds. NCI Tobacco Control Monograph Series (Vol. 19), National Cancer Institute, U.S. Dept. of Health and Human Services, National Institutes of Health (2008).
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"Categorization Theory and Research in Consumer Psychology: Category Representation and Category-Based Influence," Barbara Loken, Lawrence Barsalou, and Christopher Joiner, in C. P. Haugtvedt, Paul Herr, and Frank Kardes (eds.), Handbook of Consumer Psychology (2007).
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"Consumer Psychology: Categorization, Inferences, Affect, and Persuasion," Barbara Loken, Annual Review of Psychology (2006). Vol. 57, p. 453-485.
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Selected Media
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In August and September 2008, the publication of the National Cancer Institute's Monograph 19, for which Loken was an editor, resulted in a National Press Club press conference and great deal of media buzz on tobacco marketing and adolescents including pieces by Reuters, the United Press International, Forbes, MSNBC, CNN Radio, Fox News, US News & World Report, and the Los Angeles Times, among hundreds of other outlets.
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August 21, 2008, Press conference for National Cancer Institute Monograph 19, National Press Club, Washington, D.C.
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Fall 2007, "Marketing Moments," Marketing Matters: A Newsletter of the Institute for Research in Marketing, University of Minnesota.
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Fall 2005 Carlson School: A Magazine for Alumni and Friends article, "A Map of the World: Concept mapping offers big-picture insights into individual brands," on Loken and John's Brand Concept Maps and "Why We Buy," on the connections between thinking, feeling, and buying.
Recent Presentations
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July 2007, presented "The Brand Has Two Faces: Examining the Impact of an Accented Spokesperson on Brand Perceptions," with Christine M. Bennett, at the European Association for Consumer Research Conference, Milan, Italy.
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June 8, 2007 moderator of the Emotional Response session at the Creating and Cultivating Brand Connections Conference, co-hosted by the Institute for Research in Marketing and the Marketing Science Institute at the University of Minnesota, Carlson School of Management.
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May 15, 2006 presentation of "Consumer Psychology: Review and Integration of Literature on Categorization, Inferences, Affect, and Persuasion," in the Marketing Department Seminar Series at the USC Marshall School of Business.
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April 2007, presented "Examining the Impact of Corporate Sponsorship on Prospective Donors' Willingness to Support Nonprofit Organizations" to the Association for Consumer Research conference, along with Christine M. Bennett and Hakkyun Kim.
Selected Professional Activities & Honors
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Adjunct Professor of Psychology, University of Minnesota.
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Associate Editor, Journal of Consumer Research, 1996-1999.
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Affiliate Member, Center for Research in Learning, Perception, and Cognition, Department of Psychology, University of Minnesota.
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Past Editorial Board Member on the Journal of Consumer Research and the Journal of Consumer Psychology.
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Barbara Loken, Professor of Marketing
Carlson School of Management
University of Minnesota
321 Nineteenth Avenue South, Suite 3-150
Minneapolis, MN 55455-0438 USA
(612) 624-6898, fax (612) 624-8804
bloken@umn.edu
Instructional Profile |
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