Barbara Loken

Barbara Loken

Professor David C McFarland Professor of Marketing

Marketing

Education

BA 1973
Psychology Univ. of Minnesota

MA 1976
Psychology New York Univ.

PhD 1981
Social Psychology Univ. of Illinois

Expertise

Branding

Social and Health Marketing

Consumer psychology

Brand Concept Maps

Barbara Loken is the David C. McFarland Professor of Marketing at the Carlson School. She 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 both a professor in the marketing program and an adjunct professor in the psychology department at the University of Minnesota. Recent and representative publications include (a) Assessing constituent levels in smokeless tobacco products: A new approach to engaging and educating the public, Nicotine and Tobacco Research, 2015; (b) Revisiting gender differences: What we know and what lies ahead, Journal of Consumer Psychology, 2015; (c) Corporate sponsorships may hurt nonprofits: Understanding their effect on charitable giving, Journal of Consumer Psychology, 2013, (d) The use of mass media campaigns to change health behaviours. The Lancet, 2010; (e) Brands and Brand Management: Contemporary Research Perspectives; Routledge (Psychology Press), 2010; (f) The Role of the Media in Promoting and Reducing  Tobacco Use, National Cancer Institute Monograph 19, 2008; (g) Categorization theory and research in consumer psychology: Category representation and categorybased influence," in the Handbook of Consumer Psychology, 2007; (h) Consumer psychology: Categorization, inferences, affect, and persuasion, Annual Review of Psychology, Volume 57, 2006; and (i) "Brand concept maps: A methodology for identifying brand association networks" in the Journal of Marketing, 2006.  She has served as Department Chair in Marketing, Associate Editor for the Journal of Consumer Researc_h, and editorial board member for the Journal of Consumer Research_ and the Journal of Consumer Psychology.

Selected Works

"Corporate Sponsorships May Hurt Nonprofits: Understanding Their Effects on Charitable Giving," Christine M. Bennett, Hakkyun Kim, and Barbara Loken (2013), Journal of Consumer Psychology.

Consumer Categorization. Barbara Loken (2011). Wiley International Encyclopedia of Marketing, Ed. J. Sheth & N.K. Malhotra. Series editor is Richard Bagozzi. John Wiley & Sons, Ltd.

Mass Media Campaigns and HealthRelated Behaviors. Melanie Wakefield, Barbara Loken, and Robert C. Hornik (2011). In J. Alba, Consumer Insights: Findings from Behavioral Research. Marketing Science Institute.

Brand Dilution and Brand Protection. Barbara Loken and Deborah Roedder John (2011). In J.Alba, Consumer Insights: Findings from Behavioral Research. Marketing Science Institute.

"Use of Mass Media Campaigns to Change Health Behavior," Melanie A. Wakefield, Barbara Loken, and Robert C. Hornik (2010). The Lancet, Volume 375, Issue 9748, p. 12611271.

Brands and Brand Management: Contemporary Research Perspectives, Eds, with R. Ahluwalia and M. Houston, 2010.

The Role of the Media in Promoting and Reducing Tobacco Use, Eds. with Ronald Davis, Betsy Gilpin, K. Viswanth and Melanie Wakefield. Monograph 19, National Cancer Institute, 2008.

"Categorization Theory and Research in Consumer Psychology: Category Representation and CategoryBased Inference," coauthors Larry Barsalou and Christopher Joiner. In The Handbook of Consumer Psychology, Eds. Curtis Haugvedt, Paul Herr, and Frank Kardes, 2007

"Brand Concept Maps: A Methodology for Identifying Brand Association Networks," Journal of Marketing Research, Vol. 43(November), 549563. With Deborah Roedder John, Kyeongheui Kim, and Alakparna Basu Monga, 2006.

"Consumer Psychology: Categorization, Inferences, Affect, and Persuasion," Annual Review of Psychology, Volume 57, 2006.

"The Negative Impact of Extensions: Can You Dilute Flagship Products?" Journal of Marketing, Vol. 62(Jan), 1932. With D. John and C. Joiner, 1998.

"Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?" with D. John, Journal of Marketing, 57(July), 7184,1993

"A ProcessTracing Study of Brand Extension Evaluation," with D. Boush, Journal of Marketing Research, 1991

"Alternative Approaches to Understanding the Determinants of Typicality," with J. Ward, Journal of Consumer Research, 1990

"Assessing constituent levels in smokeless tobacco products: A new approach to engaging and educating the public", with G. Borgida, J. Vitriol, A. Williams, I. Stepanov, & D. Hatsukami. Nicotine & Tobacco Research.

"Revisiting gender differences: What we know and what lies ahead", with J.MeyersLevy. Journal of Consumer Psychology, 25 (1), 129149..

"Consumer Psychology Theory. Encyclopedia of Theory in Psychology". with J. Edited by Harold (Hal) L. Miller. Sage Publications.C

Current Activities

Current Research

Consumer understanding of smokeless tobacco constituent information.

Assessing constituent levels in smokeless tobacco products: A new approach to engaging and educating the public Consumer Categorization and Attitudes Theories; Brand Dilution/Brand equity research

Public Health Mass media Campaigns, Social Marketing, Tobacco Marketing

Counterfeits and their impact on beliefs about the genuine brand.

Viewing Usage of Counterfeit Luxury Goods: How Perceived Social Class Affects Female’s Ratings of the Genuine Luxury Brand

Scholarly Service

Adjunct Professor of Psychology, University of Minnesota; Member, Masonic Cancer Center Member, ACR, AMA, SCP •Associate Editor, Journal of Consumer Research, 19961999. • Member, Center for Research in Learning, Perception, and Cognition, Department of Psychology, University of Minnesota.