Aparna Labroo studies consumer information processing, specifically the role of feelings on consumers' product evaluations and choices. She does this in two ways. First, she investigates the effect of feelings that arise from the decision process itself, for example, exposure to cross-category advertising might increase ease of processing and evaluation of an advertisement. Second, she investigates the impact of preexisting feelings that arise independently of the decision processes on self regulation, self control choices, and well being. She has published numerous articles on these topics, including several articles in the Journal of Consumer Research, the Journal of Marketing Research, Journal of Personality and Social Psychology, and Motivation and Emotion. Her articles include "Of Frog Wines and Frowning Faces: Semantic Priming, Perceptual Fluency, and Brand Evaluation," written with R. Dhar and N. Schwarz and published in the Journal of Consumer Research (2008); "Be Better or Be Merry: How Mood Affects Self Control," written with A. Fishbach and published in the Journal of Personality and Social Psychology (2007) ; "The Effect of Experience and Sequence of Conflicting Emotion on Ad Attitude," written with S. Ramanathan and published in the Journal of Consumer Research (2007); "Between two brands: A goal fluency account of brand evaluation" written with A.Y. Lee and published in the Journal of Marketing Research (2006); and "An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures" published in Motivation and Emotion (2004).
In 2007, Labroo was selected as Marketing Science Institute's Young Scholar. Her research has earned her a Kilts Center Fellowship at the University of Chicago. She also has been named a Beatrice Foods Scholar. She keeps herself busy advising several PhD candidates, working as an ad hoc reviewer for numerous journals, and serving as a reviewer for a handful of organizations and competitions.
Prior to joining Chicago Booth, Labroo worked as an account manager at Hindustan Thompson Associates, the division of advertising agency J. Walter Thompson in India, and as a business development manager for the British Council.
Labroo completed her undergraduate coursework at St. Stephen's College in India in 1990, where she received a bachelor's degree in economics. She received an MBA in 1993 from the Indian Institute of Management before moving to the United States and earning a master's of science in management 2003 and PhD in 2004 in marketing, both from Cornell University. During that time she was awarded a Cornell Fellowship and nominated to the AMA Doctoral Consortium. She joined the Chicago Booth faculty in 2003.
Selected Publications
With R. Dhar and N. Schwarz, "Of Frog Wines and Frowning Faces: Semantic Priming, Perceptual Fluency, and Brand Evaluation," Journal of Consumer Research (2008).
With A. Fishbach, "Be Better or Be Merry: How Mood Affects Self Control," Journal of Personality and Social Psychology (2007).
With S. Ramanathan, "The Effect of Experience and Sequence of Conflicting Emotion on Ad Attitude," Journal of Consumer Research (2007).
With A.Y. Lee, "Between Two Brands: A Goal Fluency Account of Brand Evaluation," Journal of Marketing Research (2006).
With A.Y. Lee, "The Influence of Conceptual and Perceptual Fluency on Brand Evaluation," Journal of Marketing Research (2004).
