 
 Rohini Ahluwalia is an associate professor of marketing at the Carlson School of Management at the University of Minnesota. Her area of expertise is consumer psychology. Ahluwalia’s current work focuses on two streams of research. The first attempts to understand how people process, resist, and are influenced by counter-attitudinal and negative information (relating to both brands and political candidates). A second stream of research focuses on branding issues, such as understanding the “stretchability” of a brand. She was the recipient of American Marketing Association's John A. Howard Dissertation Award for her research. Ahluwalia’s research has been published in leading journals such as the Journal of Marketing Research, Journal of Consumer Research, and Journal of Marketing. It has been reported in several media outlets including the National Public Radio, CBS, and Fox News Channel. Ahluwalia is an Associate Editor of the Journal of Consumer Research and serves on the editorial boards of the Journal of Marketing, Journal of Consumer Research and Journal of Consumer Psychology. She was named a 2005-2006 Journal of Consumer Research Outstanding Reviewer. Ahluwalia is also actively involved in the Association for Consumer Research, and has served as member of its Advisory Board. Prior to joining the Carlson School, she was a faculty member at the University of Kansas, where she received an Excellence in Teaching Award.
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Selected Media
- May 15, 2008 EurekAlert! feature, "New Driver of Brand Extension Success Found by University of Minnesota Professor," adapted from Institute for Research in Marketing press release.
- August 30, 2007 Star Tribune article, "Dollars + Sense: Fine China?" by John Ewoldt, explores overseas production of luxury brands.
- August 14, 2007. "Study Finds Web Banner Ads Work," United Press International.
- May 11, 2007, "Banner Ads do Make Customer Attitudes Favorable," authored by ANI, in Yahoo! News India. Associate Professor Ahluwalia's research on Internet banner ads and their effectiveness has also been featured in over two dozen additional news outlets and blogs including EurekAlert, Daily India, Science Daily, and eMarketer.
Recent Presentations
- January 29, 2008 presented "Understanding the Role of Self-Construal in Determining the Stretchability of a Brand" at the Columbia Business School, Columbia University.
- June 8, 2007 presented "Consumer Differences in Generation of Brand Connections: What Drives Them and How to Harness Their Effects in the Marketplace" to the Creating and Cultivating Brand Connections Conference cosponsored by the Institute for Research in Marketing and the Marketing Science Institute.
- May 2007 presented to the American Marketing Association's Doctoral Consortium at the Arizona State University.
- May 23, 2007 presented to the faculty of the Kellogg School of Management, Northwestern University.
Selected Professional Activities & Honors
- Associate Editor, Journal of Consumer Research, 2008-2011.
- Associate Editor for the Competitive Paper Track, Association for Consumer Research conference 2007-2008.
- Co-Chair, Association for Consumer Research Doctoral Symposium, 2007.
- Journal of Consumer Research Outstanding Reviewer Award, 2005-2006.
- Conference Chair, Carlson on Branding, Carlson School of Management, May 18-20, 2006.
- Editorial Board Member for the Journal of Marketing, Journal of Consumer Research , and Journal of Consumer Psychology.
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Rohini Ahluwalia, Associate Professor of Marketing
Carlson School of Management
University of Minnesota
321 Nineteenth Avenue South, Suite 3-150
Minneapolis, MN 55455-0438 USA
(612) 626-1791, fax (612) 624-8804
ahluw002@umn.edu
Instructional Profile |
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