Aparna Labroo
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Aparna Labroo

Professor of Marketing

Kellogg Faculty Page →

Marketers, Don’t Be Too Hasty to Act on Data

Don’t like the trends you’re seeing? It’s tempting to take immediate action. Instead, consider a hypothesis-driven approach to solving your problems.

Researchers: Derek D. Rucker and Aparna Labroo

March 8, 2023


Take 5: The Surprising Ways Emotions Shape Consumer Behavior

Companies, take note—emotions like anger, fear, and anticipation can impact what ends up in consumers’ shopping carts.

Researchers: Michal Maimaran, Gregory Carpenter, Aparna Labroo, Derek D. Rucker, Matthew D. Rocklage, Loran Nordgren and and coauthors

November 9, 2022


How You Can Make a More Positive Social Impact

A 3-step guide to becoming a more thoughtful consumer and donor.

Researchers: Aparna Labroo and Kelly Goldsmith

November 23, 2021


Feeling Down? Simply Daydreaming about Something Fun Won’t Help.

But taking action could lift your spirits.

Researchers: Hao Shen, Aparna Labroo and Robert Wyer

November 4, 2020


Take 5: How to Nurture Your Work Relationships

Ways to improve negotiations and better manage conflict at the office.

Researchers: Jeanne M. Brett, Eli J. Finkel, Thomas Lys, Leigh Thompson, Aparna Labroo and Martin Lariviere

February 7, 2017

What Donors Need to Hear to Open the Checkbook

Insights from marketing on how charities can grow by appealing to different kinds of donors.

Researchers: Kelly Goldsmith, Aparna Labroo, Angela Y. Lee and Derek D. Rucker

December 1, 2014


Bright Lights, Big Feelings

Emotional responses intensify when you turn up the lights.

Researchers: Alison Jing Xu and Aparna Labroo

June 2, 2014


Balance in Advertising

Tailored marketing messages can counter consumers’ negative emotions

Researchers: Aparna Labroo and Derek D. Rucker

December 1, 2009


Mixed Messages

Context is critical to make advertising dollars deliver best return, says Kellogg School marketing scholar

Researchers: Angela Y. Lee and Aparna Labroo

April 14, 2007