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Jennifer Aaker

JenniferAaker
General Atlantic 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 spans time, money and happiness - specifically she studies how individuals chose to spend their time and money, and when and why those choices are associated with lasting value. Aaker also focuses on the transmission of ideas through social networks, the power of story in decision making, and how to build global brands across cultures. Her work has been featured in a variety of media including The Economist, The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, CBS Money Watch, NPR, and Science. She co-authored the award-winning book, The Dragonfly Effect: Quick Effective Powerful Ways to Harness Social Media for Impact.
 
A recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, and George Robbins Best Teacher Award, she teaches courses at the GSB and Stanford d.school on global brand building, digital and consumer insights, and design and innovation, including Building Innovative Brands, The Power of Story and Designing Story in a Digital World.   Dr. Aaker serves on the Advisory Board of several private companies, early stage startups and Google X.  
 
She counts winning a dance-off in the early 1980s among her most impressive accomplishments, and cooks very poorly.
 

 What Makes Us Happy?

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

Melanie Rudd, Jennifer Aaker, Michael I. Norton. Journal of Experimental Social Psychology. 2014.
Jennifer Aaker. Journal Consumer Research. 2014.
Emily N. Garbinsky, Anne-Kathryn Klesse, Jennifer Aaker. Journal of 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.

Working Papers

Pressed for Time? Goal Conflict Shapes How Time is Perceived, Spent, and Valued | PDF
Jordan Etkin, Ioannis Evangelidis, Jennifer Aaker, October 302014

Courses Taught

Degree Courses

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...

Doctoral Practicum in Teaching

Doctoral Practicum in Research

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...

2013-14

Successful innovation creates a new normal, a new way of being for individuals or businesses. Successful innovation disrupts industries; it drives success. We all want to innovate, but how do we do it? To innovate, you not only need a big idea...

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...

2012-13

"Tell me the facts and I'll learn. Tell me the truth and I'll believe. But tell me a story and it will live in my heart forever."nnnStories are all around us. Stories move us, make us feel alive, inspire us to be more than we would be otherwise....

Stories can be a powerful tool for persuasion and leadership. Traditionally, business people persuade using only the left side of the brain, or reason. However, persuasion occurs, just as much (if not more) through emotion. By developing the...

Marketing as both a discipline and in practice is much broader and more important than ever before in promoting products, services, and brands at the local and global levels. Since all Sloans are experienced managers who wish to enhance their...

We assume happiness is stable, an endpoint to achieve or goal to chase. It's not.nnnWhat we think drives our happiness often doesn't. So what does? And how can knowing this help us create strong companies and brands?nnnUnderstanding happiness is...

A hands-on two-week survey of Marketing's cutting edge, where bold brands are becoming ever more open, participatory, experiential & experimental. nnnInspired by a smattering of provocative real-world examples and mind-blowing guests, diverse...

2011-12

"Tell me the facts and I'll learn. Tell me the truth and I'll believe. But tell me a story and it will live in my heart forever." How do you tell a story? This question becomes important for leaders of companies, who often only need to act as an...

As savvy consumers are increasingly participating in brands rather than merely receiving their messages, how do leading organizations stoke conversations, co-create experiences and stories, and build engaging relationships with consumers?...

We assume happiness is stable, an endpoint to achieve or a goal to "chase." It's not. Recent research suggests that the meaning of happiness changes every 34 years. Understanding happiness is crucial to building successful products, organizations...

2010-11

"Tell me the facts and I'll learn. Tell me the truth and I'll believe. But tell me a story and it will live in my heart forever." How do you tell a story? This question becomes important for leaders of companies, who often only need to act as an...

How do leading organizations create compelling brands and connect through experiences? As today's savvy consumers are increasingly participating in brands (rather than merely receiving their messages), how do companies foster better experiences,...

We assume happiness is stable, an endpoint to achieve or a goal to "chase." It's not. Recent research suggests that the meaning of happiness changes every 3-4 years. Understanding happiness is crucial to building successful products,...

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
How to Harness Stories in Business | M354
Jennifer Aaker, Maile Lesica, Barbara McCarthy, Tina Sharkey, Tamsin Smith2012
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 | M321
Jennifer Aaker, Victoria Chang2009
Obama and the Power of Social Media and Technology | M321CV
Jennifer Aaker, Victoria Chang2009
Using Social Media to Save Lives: HelpVinayAndSameer.org | M319
Jennifer Aaker, Victoria Chang, Robert Chatwani2009

In the Media

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

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.
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.
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.