Barbara Loken, Professor of Marketing

Barbara Loken - scBarbara 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 "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); "Brand Concept Maps: A Methodology for Identifying Brand Association Networks' in the Journal of Marketing Research; and "Category Attitude Measures: Exemplars as Inputs," Journal of Consumer Psychology, Volume 12(2002):149-162.  Loken is also co-editing a 2008 monograph for the National Cancer Institute "The Role of the Media in Promoting and Reducing Tobacco Use." She has served as an associate editor for the Journal of Consumer Research; an editorial board member for the Journal of Consumer Research and the Journal of Consumer Psychology; and, currently, as an advisory board member at the Handbook of Consumer Psychology.


Areas of Expertise

  • Consumer behavior
  • Branding
  • Trademarks
  • Surveys
  • Consumer psychology
  • Brand Concept Maps


Research


Full List of Publications


Recent Publications

  • "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 (forthcoming, July 2008).

  • "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).

  • "Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Deborah Roedder John, Barbara Loken, Kyeongheui Kim, and Alokparna Basu Monga, Journal of Marketing (November 2006).  Vol. 43, No. 4, p. 549-563.  Also published in MSI Reports (2005), Issue 3.

  • "Consumer Psychology: Categorization, Inferences, Affect, and Persuasion," Barbara Loken, Annual Review of Psychology (2006).  Vol. 57, p. 453-485.


News & Activities

Selected Media

  • Fall 2007, "Marketing Moments," Marketing Matters: A Newsletter of the Institute for Research in Marketing, University of Minnesota.

  • Fall 2005 Carlson School: A Magazine for Alumni and Friends article "Why We Buy," on the connections between thinking, feeling, and buying.

  • 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.

Recent Presentations

  • 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.

  • April 4, 2007 presented "Unwilling to Give: Examining the Influence of Prominent Donors on Nonprofit Organizations," at the 37th Annual Haring Doctoral Symposium at Indiana University.

  • 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.

Selected Professional Activities & Honors

  • Member of the Advisory Board of the Handbook of Consumer Psychology.

  • Associate Editor, Journal of Consumer Research, 1996-1999.

  • Affiliate Member, Center for Research in Learning, Perception, and Cognition, Department of Psychology, University of Minnesota.

  • Past Editorial Board Member at the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Research, and Applied Social Psychology Annual.


Contact Information

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