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Professor Aparna Labroo Wins Research Award From Society for Consumer Psychology

October 28, 2009

Aparna Labroo, an associate professor of marketing at the University of Chicago Booth School of Business, has been named winner of the 2009 early career award for distinguished scientific contribution to consumer psychology. The award is given annually by the Society for Consumer Psychology.

Labroo’s research contributes to our understanding of consumer decision making and subjective wellbeing. Her research focus has been on the roles that feelings play in judgment and decision making. She investigates (a) how feelings (either contextual feeling that arise outside the decision process or feelings that arise from the decision process) impact choices consumer make; (b) how feelings, positive and negative, can be used by consumers to accomplish higher order goals, especially for self regulation and self control; and (c) how consumers can regulate their feelings to motivate themselves and achieve important life objectives.

She will receive the award in February 2010 at the annual conference of the Society of Consumer Psychology, a division of the American Psychological Association.

Since joining the Chicago Booth faculty in 2003, 12 of Labroo’s peer reviewed papers have been published in journals including Psychological Science, Journal of Consumer Research, Journal of Marketing Research, Journal of Personality and Social Psychology, and Motivation and Emotion.

Her work includes “Be Better or Be Merry? How Mood Influences Self Control,” in the Journal of Personality and Social Psychology, co-authored with Ayelet Fishbach, a professor of behavior science and marketing at Chicago Booth.

She is also the author of “The Orientation-Matching Hypothesis: An Emotion Specificity Approach to Affect Regulation,” forthcoming in the Journal of Marketing Research, with Derek Rucker. And “The ‘Instrumentality’ Heuristic: Why Metacognitive Difficulty is Desirable during Goal Pursuit,” published in 2009 in Psychological Science, co-authored with Sara Kim, a Chicago Booth PhD student.

In 2007, Labroo was selected as Marketing Science Institute’s Young Scholar.

During the current academic year she is teaching a course in integrated brand communications to MBA students, and a PhD course in advanced marketing theory using a behavioral science approach.

Before joining the Chicago Booth faculty she was an account manager at Hindustan Thompson Associates, the division of advertising agency J. Walter Thompson in India, and a business development manager for the British Council.

Labroo received a PhD in marketing from Cornell University, an MBA from the Indian Institute of Management in Ahmedabad, and a BA in economics from St. Stephen’s College in India.