You are here

Jennifer Aaker

JenniferAaker
General Atlantic Partners Professor of Marketing
Academic Area: 
Marketing

Research Interests

  • Time, Money and Happiness
  • The Power of Story
  • Global Brand Building
  • Emotions, Goals and Health
  • The Psychology of Giving

Bio

A social psychologist, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research focuses on the psychology of time, money and happiness — specifically how people choose to spend their time and money, and when and why those choices are associated with lasting value. She also empirically explores how small acts can create significant change, and how those effects can be fueled by digital and social media.  Noted for her early work on the dimensions of brand personality, Aaker’s current research is rooted in the psychology of choice and the shifting meaning of happiness. She is the recipient of the Distinguished Scientific Achievement Award from the Society for Consumer Psychology and the Stanford Distinguished Teaching Award. 

Aaker teaches courses at Stanford’s Graduate School of Business and Hasso Plattner Institute of Design (“d.school”) such as “Building Innovative Brands” (with Chris Flink, IDEO), The Innovation Playbook, Designing Story in a Digital World, and Rethinking Purpose. She co-authored the award-winning book “The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Impact” with her husband (to whom she is surprisingly still happily married), and has served on the Advisory Board of early stage startups and companies, from ADAY to Google X.  

She counts winning a dance-off in the early 1980s, establishing a reputation as a bad cook, and helping to raise her three children, Cooper, Devon, and Tea Sloane, as her biggest accomplishments — though not necessarily in that order.

 

Academic Degrees

  • PhD in Marketing, PhD Minor in Psychology, Stanford Graduate School of Business, 1995
  • BA in Psychology, University of California, Berkeley, 1989

Academic Appointments

  • General Atlantic Professor, Stanford GSB, 2005-present
  • Full Professor, Stanford GSB, 2004-2005
  • Associate Professor, Stanford GSB, 2001-2004
  • Assistant Professor, Stanford GSB, 1999-2001
  • Visiting Assistant Professor, Columbia Graduate School of Business, Fall 1998
  • Assistant Professor, Anderson Graduate School of Management, UCLA, 1995-1999

Awards and Honors

  • Distinguished Scientific Achievement Award, Society for Consumer Psychology, 2014
  • The Nautilus Literary Award, The Dragonfly Effect, 2011
  • A. Michael Spence Faculty Scholar, Stanford University, GSB, 2006
  • Early Career Award for Outstanding Research, Society of Consumer Psychology, 2003
  • Distinguished Teaching Award, MBA, Stanford University, GSB, 2000

Publications

Journal Articles

Jennifer Aaker, David Aaker. California Management Review. May 4, 2016, Vol. 58, Issue 3, Pages 49-65.
Jennifer Aaker, Jordan Etkin, Ioannis Evangelidis. Journal of Marketing Research. June 2015, Vol. 52, Issue 3, Pages 394-406.
Emily N. Garbinsky, Anne-Kathryn Klesse, Jennifer Aaker. Journal of Consumer Research. October 1, 2014, Vol. 41, Issue 3, Pages 610-623.
Melanie Rudd, Jennifer Aaker, Michael I. Norton. Journal of Experimental Social Psychology. September 2014, Vol. 54, Pages 11-24.
Jennifer Aaker. Journal Consumer Research. 2014.
Roy F. Baumeister, Kathleen D. Vohs, Jennifer Aaker, Emily N. Garbinsky. Journal of Positive Psychology. 2013, Vol. 8, Issue 6, Pages 505-516.
Melanie Rudd, Kathleen D. Vohs, Jennifer Aaker. Psychological Science. 2012, Vol. 23, Issue 10, Pages 1130-1136.
Jennifer Aaker, Emily N. Garbinsky, Kathleen D. Vohs. Journal of Consumer Psychology. 2012, Vol. 22, Issue 2, Pages 191–194.
Cassie Mogilner, Jennifer Aaker, Sepandar D. Kamvar. Journal of Consumer Research. 2012, Vol. 39, Issue 2, Pages 429-443.
Jennifer Aaker, Melanie Rudd, Cassie Mogilner. Journal of Consumer Psychology. 2011, Vol. 21, Issue 2, Pages 126–130.
Cassie Mogilner, Sepandar D. Kamvar, Jennifer Aaker. Social Psychological and Personality Science. 2011, Vol. 2, Issue 4, Pages 395–402.
Jennifer Aaker, Kathleen D. Vohs, Cassie Mogilner. Journal of Consumer Research. 2010, Vol. 37, Issue 2, Pages 224-237.
Cassie Mogilner, Jennifer Aaker. Journal of Consumer Research. 2009, Vol. 36, Issue 2, Pages 277-291.
Jennifer Aaker, Satoshi Akutsu. Journal of Consumer Psychology. 2009, Vol. 19, Issue 3, Pages 267–270.
Jennifer Aaker, Aimee Drolet, Dale Griffin. Journal of Consumer Research. 2008, Vol. 35, Issue 2, Pages 268-278.
Wendy Liu, Jennifer Aaker. Journal of Consumer Research. 2008, Vol. 35, Issue 3, Pages 543-557.
Cassie Mogilner, Jennifer Aaker, Ginger L. Pennington. Journal of Consumer Research. 2008, Vol. 34, Issue 5, Pages 670-681.
Wendy Liu, Jennifer Aaker. Organizational Behavior & Human Decision Processes. 2007, Vol. 102, Issue 2, Pages 212-225.
Nidhi Agrawal, Geeta Menon, Jennifer Aaker. Journal of Marketing Research. 2007, Vol. 44, Pages 100-113.
Donnel A. Briley, Jennifer Aaker. Journal of Public Policy & Marketing. 2006, Vol. 25, Issue 1, Pages 53-66.
Jennifer Aaker. Journal of Consumer Psychology. 2006, Vol. 16, Issue 4, Pages 343–347.
Jennifer Aaker, Angela Y. Lee. Journal of Marketing Research. 2006, Vol. 43, Issue 1, Pages 15-19.
Donnel A. Briley, Jennifer Aaker. Journal of Marketing Research. 2006, Vol. 43, Issue 3, Pages 395-408.
Gita Venkataramani Johar, Jaideep Sengupta, Jennifer Aaker. Journal of Marketing Research. 2005, Vol. 42, Issue 4, Pages 458-469.
Angela Y Lee, Jennifer Aaker. Journal of Personality and Social Psychology. 2004, Vol. 86, Issue 2, Pages 205-218.
Jennifer Aaker, Susan Fournier, S. Adam Brasel. Journal of Consumer Research. 2004, Vol. 31, Issue 1, Pages 1-16.
Patty Williams, Jennifer Aaker. Journal of Consumer Research. March 2002, Vol. 28.
Aimee Drolet, Jennifer Aaker. Journal of Consumer Psychology. 2002, Vol. 12, Issue 1, Pages 59-68.
Jennifer Aaker, Angela Y. Lee. Journal of Consumer Research. June 2001, Vol. 28.
Jennifer Aaker, Veronica Benet-Martinez, Jordi Garolera. Journal of Personality & Social Psychology. 2001, Vol. 81, Issue 3, Pages 492-508.
Jennifer Aaker, Bernd Schmitt. Journal of Cross-Cultural Psychology. 2001, Vol. 32, Issue 5, Pages 561-576.
Angela Lee, Jennifer Aaker, Wendi Gardner. Journal of Personality & Social Psychology. June 2000, Vol. 78, Pages 1-13.
Jennifer Aaker. Journal of Consumer Research. March 2000, Vol. 26, Issue 4, Pages 340-357.
Jennifer Aaker, Jaideep Sengupta. Journal of Consumer Psychology. 2000, Vol. 9, Issue 2, Pages 67-82.
Jennifer Aaker, Anne M. Brumbaugh, Sonya A. Grier. Journal of Conmsumer Psychology. 2000, Vol. 9, Issue 3, Pages 127-140.
Jennifer Aaker. Journal of Marketing Research. February 1999, Vol. 36, Pages 45-57.
Jennifer Aaker, Patti Williams. Journal of Consumer Research. December 1998, Vol. 25, Issue 3, Pages 241-261.
Jennifer Aaker, Duraiaraj Maheswaran. Journal of Consumer Research. December 1997, Vol. 24, Issue 3, Pages 315-328.
Jennifer Aaker. Journal of Marketing Research. August 1997, Vol. 34, Pages 347-356.

Courses Taught

Degree Courses

2015-16

To grow and innovate, you not only need a big idea, you also need stake-holder buy in and action. However, many companies fail in this regard because stakeholders are not aligned, the real problem that the innovation seeks to solve has not been...

Building Innovative Brands is a hands-on two-week dive into how leading brands may leverage a Design Thinking approach to become ever more participatory, experiential and experimental. Together, we will explore how leading organizations stoke...

We assume happiness is stable, an endpoint to achieve our goal to chase. It's not. Recent behavioral research suggests that the meaning of happiness changes every 5-10 years, raising the question: how might we build organizations and lives that...

2014-15

In this class, we will illuminate the power of story in business by revealing the key elements of storytelling, discussing the power of the verbal as well as the visual, and uncovering how storytelling helps build brands and organizations that...

Our world is changing at an incredible pace. We're in the middle of a commerce revolution that is consumer-driven and technology-enabled. Consumer expectations have risen. They want to be inspired by engaging, meaningful experiences, and they...

Building Innovative Brands is a hands-on two-week dive into how leading brands may leverage a Design Thinking approach to become ever more participatory, experiential and experimental. Together, we will explore how leading organizations stoke...

This course is designed to prepare new marketing PhD students for conducting rigorous, independent research. In this course, the student will work closely with a faculty member in collaborative research activities and will become familiar with...

Stanford Case Studies

How Stories Drive Growth: Brit + Co. | M348C
Jennifer Aaker, Debra Schifrin2014
How Stories Drive Growth: HSN | M348B
Jennifer Aaker, Debra Schifrin2014
How Stories Drive Growth: Skype | M348A
Jennifer Aaker, Debra Schifrin2014
How to Cultivate Happiness in Companies Five Caselets | M346
Jennifer Aaker, Jake Poses, Debra Schifrin2013
BabyCenter Creating a Social Brand | M341
Jennifer Aaker, Debra Schifrin2012
JetBlue Creating a Social Brand | M343
Jennifer L Aaker, Debra Schifrin2012
The Business Case for Happiness | M345
Jennifer Aaker, Sara Gaviser Leslie, Debra Schifrin2012
Alex's Lemonade Stand Foundation: Eradicating Cancer, One Cup at a Time | M331
Jennifer Aaker, Heidy Kwan, Sara Leslie2010
Amplifying Perceptions How JetBlue Uses Twitter to Drive Engagement and Satisfaction | M336
Jennifer Aaker, David Hoyt, Sara Leslie, David Rogier2010
Bonobos: Customer Intimacy Through Community Development | M337
Jennifer Aaker, Sara Leslie2010
Deals @Delloutlet: How Dell Clears Inventory Through Twitter | M334
Jennifer Aaker, Ravdeep Chawla, Sara Leslie2010
Dispensing Happiness: How Coke Harnesses Video to Spread Happiness | M335
Jennifer Aaker, Sara Leslie, David Rogier2010
Kiva.org and the Power of a Story | M325
Jennifer Aaker, Victoria Chang2010
NIKE WE: Design Meets Social Good | M328
Jennifer Aaker, Ravdeep Chawla, Sara Leslie2010
NIKE WE: Design Meets Social Good | M328B
Jennifer Aaker, Sara Leslie2010
The Psychology of Happiness | M330
Jennifer Aaker, Sara Leslie, Carole Robin2010
Zappos: Happiness in a Box | M333
Jennifer Aaker, Sara Leslie2010
How To Tell A Story (A) | M323A
Jennifer Aaker, Victoria Chang2009
How To Tell A Story (B) | M323B
Jennifer Aaker, Victoria Chang2009
Obama and the Power of Social Media and Technology | M321CV
Jennifer Aaker, Victoria Chang2009
Obama and the Power of Social Media and Technology | M321
Jennifer Aaker, Victoria Chang2009
Using Social Media to Save Lives: HelpVinayAndSameer.org | M319
Jennifer Aaker, Victoria Chang, Robert Chatwani2009

In the Media

The New York Times, March 6, 2015
ORSM Discovery, February 6, 2015
New research by Ioannis Evangelidis of Rotterdam School of Management, Erasmus University (RSM) and co-authors Jordan Etkin (Duke University) and Jennifer Aaker (Stanford University), shows interfering goals make customers feel time-constraint.
The Atlantic, November 2, 2014
Why, throughout human history, have people been so drawn to fiction?
ScienceDaily, April 15, 2014
The Times of India, March 27, 2014
Scientific American, February 18, 2014
Integral Options Cafe, November 21, 2013
The Atlantic, December 18, 2013
The York Times, November 30, 2013
Huffington Post, October 29, 2013
Re-evaluating how you spend time could make you happier
Chicago Tribune, September 2013
The New York Times, August 8, 2013
Fast Company, January 10, 2013
The Atlantic, January 9, 2013
Yahoo! Finance, November 18, 2012
The Dragonfly Effect
Stanford Business Magazine, November 2012
Social Media New Technology
Stanford Business Insider, October 2012
Business Wire, July 18, 2012
Forbes India, July 28, 2011
Forbes, February 8, 2010
Financial Times, February 5, 2010
Scientific American, January 26, 2010
Wall Street Journal, March 24, 2009

Insights by Stanford Business

May 16, 2016
Businesses can touch customers and clarify corporate values by creating a powerful narrative.
January 6, 2016
People work harder if they feel that what they are doing has meaning.
December 16, 2015
Humor can get you through long lines at Disneyland and a bad day at work.
December 10, 2015
Why product designers should put themselves in the shoes of their consumers.
December 17, 2014
Feeling torn between conflicting goals makes people less inclined to fulfill either one.
December 11, 2014
Explore 10 Stanford Business stories from 2014, including pieces on happiness and networking.
October 27, 2014
As people grow older, their definition of happiness tends to shift from excitement to contentment.
July 11, 2014
New research shows one big reason to be nice to others.
May 29, 2014
A new study shows that people who feel powerful save more money.
February 27, 2014
Dale Miller brings the expertise and experience of Stanford GSB faculty and alumni to consider the question, “Is nonprofit passé or overlooked?”
February 27, 2014
Professor Frank Flynn looks at the difference between “happiness” and “meaning” in life –– and how these two concepts relate to being prosocial.
July 3, 2013
A Stanford GSB professor of marketing explains why engaging your audience is key to success.
July 13, 2012
New research shows that experiencing moments of awe can change perceptions of our most valued commodity.
July 9, 2012
Research shows that the little word 'we' can make a big difference in attitudes toward brands.
November 15, 2011
Research shows that “attitudes toward happiness are highly malleable, and, in fact, easily influenced.”
April 1, 2011
Forget Suze Orman. Time, not money, is your most precious resource. Spend it wisely.
October 1, 2010
The Zappos CEO says that doing whatever it takes to keep his employees, customers, and vendors happy has led to profits in the end.
March 6, 2010
The Center for Social Innovation conference showcased how to use gentle nudges, subtle tweaks, and quiet prompts to summon better behavior.
February 1, 2010
How small acts can create big change.
February 1, 2010
How we perceive for-profit and not-for-profit organizations can affect how both groups do business.
August 1, 2009
A study looks at the relationship between self-image and charitable giving.
March 1, 2009
Why many effective consumer marketing campaigns focus on experiencing, rather than possessing, a product.
September 1, 2008
A new study shows that asking potential donors to make an emotional connection first can ultimately lead to greater financial giving.
September 1, 2007
A strong brand personality can help nonprofits attract more support for their mission.
June 1, 2007
Research examines how feelings of time change your perceptions.
November 1, 2005
Research explores the circumstances under which culture influences consumer-purchasing decisions.
March 1, 2003
Brand personality has a significant impact on customer relationships, and the ability of a brand to recover from errors.