Aparna Labroo
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Aparna Labroo

Professor of Marketing

Kellogg Faculty Page →

Take 5: How to Be a Savvy Holiday Shopper

Kellogg researchers explain the psychology of consumer decision-making.

Researchers: Achal Bassamboo, Aparna Labroo, Blakeley B. McShane, Ulf Bockenholt, Alexander Chernev, Michal Maimaran and Yuval Salant

December 6, 2019


Take 5: Fine-Tuning Your Powers of Persuasion

From understanding power dynamics to telling a memorable story, here’s how to sell your ideas.

Researchers: Loran Nordgren, Derek D. Rucker, Mitchell A. Petersen, Kent Grayson, Aparna Labroo and Ping Dong

November 7, 2018


Government Got You Worried? It May Be Affecting Your Shopping Habits.

When we yearn for responsible lawmakers we tend to forgo pleasurable purchases in favor of more useful products.

Researchers: Jessica Gamlin, Ping Dong, Aparna Labroo and Aaron Robinson

October 2, 2018


Take 5: The Science of Back-to-School Season

Why sending your kid to the “best” school may backfire, and other education research from Kellogg faculty.

Researchers: Jörg L. Spenkuch, Michal Maimaran, Aparna Labroo, Ping Dong, Nicole Stephens and Nicola Bianchi

August 3, 2018

Social Impact

How Superstition Changes the Way We Make Decisions

Crossing our fingers or clutching a rabbit’s foot can upend our usual way of calculating risk.

Researchers: Ping Dong and Aparna Labroo

June 4, 2018


How a Room's Lighting Shapes Our Decisions

Restaurants and retailers, take note: dimming the lights encourages consumers to indulge.

Researchers: Xun (Irene) Huang, Ping Dong, Aparna Labroo and Dorothy K Sit

April 2, 2018


Take 5: Holiday Shopping

Our faculty explain the reasoning behind some common shopping scenarios.

Researchers: Ulf Bockenholt, Alexander Chernev, Ping Dong, Lakshman Krishnamurthi, Aparna Labroo, Martin Lariviere and Blakeley B. McShane

December 5, 2017


Does Smiling Make Us Happier?

Sometimes, but you don’t need to force it. “There is value in being authentic.”

Researchers: Aparna Labroo, Anirban Mukhopadhyay and Ping Dong

July 5, 2017


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