 
 Rohini Ahluwalia is a 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 The New York Times. Ahluwalia is an Associate Editor of the Journal of Consumer Research and serves on the editorial boards of the Journal of Consumer Research and the 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.
|
  |
Full List of Publications
Recent Publications
- Brands and Brand Management: Contemporary Research Perspectives, Barbara Loken, Rohini Ahluwalia, and Michael J. Houston, eds. Psychology Press (in press).
-
-
-
-
-
|
 |
Selected Media
- January-February 2009. "Bilingual Ads for Bilingual Markets," by Tricia Bisoux in BizEd Magazine.
- January 9, 2009. “Brand Personalities: ‘Humanized’ Labels Influence Consumers’ Attachment Style,” in Canada’s National Post and Financial Post.
- December 9, 2008. Interview, "In Ads, the Right Language Means More than Just the Words," Avi Arditti, Voice of America Wordmaster and 51VOA.
- September 16, 2008, Institute for Research in Marketing press release, "The Language of Luxury: U of M Researcher Shows Advertisers' Language Choices Evoke Different Reactions." This research was also covered by outlets including MSN India, Innovations Report (Germany), Asian News International, and MinnPost.
- September 14, 2008, New York Times article, "Drilling Down: For Every Sales Pitch, the Right Words," by Alex Mindlin.
Recent Presentations
- February 13, 2009 presented "Cultural Symbolism of Brands: Effects on the Evaluation of Brand Extensions" with Carlos Torelli at the Society for Consumer Psychology 2009 Winter Conference.
- October 25, 2008 presented "The Role of Brand Personality and Consumer Attachment Style in Strengthening Brand Relationships" with Vanitha Swaminathan and Karen Stilley at the 2008 Association for Consumer Research conference.
- April 2008. Presented "Brand Stretch in High Risk Markets: The Role of Self-Construal," at the Ohio State University in Columbus, OH.
- 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.
Selected Professional Activities & Honors
- Current or past editorial board member for the Journal of Marketing, Journal of Consumer Research, and Journal of Consumer Psychology.
- Associate Editor, Journal of Consumer Research (2008-2011).
- Associate Editor for the Competitive Paper Track, Association for Consumer Research conference 2007-2008.
- Received 2008 grant from the Institute for Research in Marketing and Wells Fargo for research "Understanding Perceptual Brand Equity" with Stephen Engel (Psychology, U of M).
- Finalist, Faculty of the Year Teching Award, Carlson School of Management.
- 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.
|
 |
Rohini Ahluwalia, 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 |
|
