Jennifer Lynn Aaker

General Atlantic Professor of Marketing  

Phone: (650) 724-4440


Personal Homepage:

CV: AakerCV

Academic Areas: Marketing

A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business.Her research spans time, money and happiness. She focuses on questions such as: What actually makes people happy, as opposed to what they think makes them happy? How can small acts create infectious action, and how can such effects be fueled by social media? She is widely published in the leading scholarly journals in psychology and marketing, and 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, Science, Inc, and Cosmopolitan. Aaker teaches in many of Stanford’s Executive Education programs as well as MBA electives including Designing Happiness, How to Tell a Story, as well as Brands, Experience & Social Technology (BEST). Recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, George Robbins Best Teacher Award and both the Spence and Fletcher Jones Faculty Scholar Awards, she has also taught at UC Berkeley, UCLA and Columbia. Most recently she has co-authored the award winning book, The Dragonfly Effect: Quick Effective Powerful Ways to Harness Social Media for Impact


A homegrown Californian, Jennifer has studied at the Sorbonne, and counts winning a dance-off in the early 1980’s among her most impressive accomplishments.

Academic Degrees

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

Professional Experience

At Stanford since 1999. Stanford Graduate School of Business, General Atlantic Professor (2005-present); Stanford Graduate School of Business, Full Professor (2004-2005); Stanford Graduate School of Business, Associate Professor (2001-2004); Stanford Graduate School of Business, Assistant Professor (1999-2001); Columbia Graduate School of Business, Visiting Assistant Professor (Fall 1998); UCLA, Anderson Graduate School of Management, Assistant Professor (1995-1999).

Selected Publications

Working Papers

  • 1576R: The Role of Culture in the Resolution of Information Incongruity: Additivity versus Attenuation
  • 1577R: The Pleasures and Pains of Distinct Self-Construals: The Role of Interdependence in Regulatory Focus
  • 1578: Non-Target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes
  • 1579: Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes
  • 1586R: Culture Dependent Assimilation and Differentiation of the Self: Preferences for Consumption Symbols in the United States and China
  • 1604: I Seek Pleasures, We Avoid Pains: The Role of Self Regulatory Goals in Information Processing and Persuasion
  • 1630: Off-Target? Changing Cognitive-Based Attitudes
  • 1632: Dimensions of Brand Personality
  • 1633: Empathy Versus Pride: The Influence of Emotional Appeals Across Cultures
  • 1634: The Malleable Self: The Role of Self-Expression on Persuasion
  • 1635: The Effect of Cultural Orientation on Persuasion
  • 1668R: Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs
  • 1716: When Good Brands Do Bad
  • 1780: The Formation and Malleability of Brand Personality Inferences
  • 1815: Bringing the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion
  • 1884R: Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing
  • 1910: Understanding Regulatory Fit
  • 1911R: When Does Culture Matter? Effects of Personal Knowledge on the Correction of Culture-based Judgments
  • 1913: Recalling Mixed Emotions
  • 1914: Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention
  • 1922R: Bridging the Culture Chasm: Ensuring that Consumers are Healthy, Wealthy and Wise
  • 1924: Do You Look To The Future Or Focus On Today? The Impact Of Life Experience On Intertemporal Decisions
  • 1925: Getting Emotional About Health
  • 1998: The Happiness of Giving: The Time-Ask Effect
  • 2014: The Time vs. Money Effect: Shifting Product Attitudes and Decisions through Personal Connection
  • 2026: The Meaning(s) of Happiness
  • 2027: Why Do People Give? The Role of Identity in Giving
  • 2047: Non-Profits Are Seem as Warm and For-Profits as Competent: Firm Stereotypes Matter
  • 2067: If Money Doesn't Make You Happy, Consider Time
  • 2070: The Shifting Meaning of Happiness
  • 2084: How Happiness Impacts Choice
  • 2087: Cultivating Admiration in Brands: Warmth, Competence, and Landing in the “Golden Quadrant”
  • 2095: Awe Expands People’s Perception of Time, Alters Decision Making, and Enhances Well-Being
  • test paper

Selected Cases

  • M321: Obama and the Power of Social Media and Technology
  • M319PP: Using Social Media to Save Lives: HelpVinayAnd
  • M321CV: Obama and the Power of Social Media and Technology
  • M323B: How To Tell A Story (B)
  • M336: Amplifying Perceptions: How JetBlue Uses Twitter to Drive Engagement and Satisfaction
  • M333: Zappos: Happiness in a Box
  • M328: NIKE WE: Design Meets Social Good
  • M325: and the Power of a Story
  • M335: Dispensing Happiness: How Coke Harnesses Video to Spread Happiness
  • M328PP: NIKE WE: Design Meets Social Good
  • M334: Deals @Delloutlet: How Dell Clears Inventory Through Twitter
  • M337: Bonobos: Customer Intimacy Through Community Development
  • M331: Alex's Lemonade Stand Foundation: Eradicating Cancer, One Cup at a Time
  • M328B: NIKE WE: Design Meets Social Good
  • M319: Using Social Media to Save Lives:
  • M330: The Psychology of Happiness
  • M323A: How To Tell A Story (A)
  • M323A: How To Tell A Story (A)

Awards and Honors

  • Distinguished Scientific Achievement Award, 2014, Society for Consumer Psychology (SCP)
  • The Nautilus Literary Award, 2011, The Dragonfly Effect (co-author)
  • A. Michael Spence Faculty Scholar, 2006, Stanford University, Graduate School of Business
  • Early Career Award for Outstanding Research, 2003, Society of Consumer Psychology
  • Distinguished Teaching Award, MBA, 2000, Stanford University, Graduate School of Business

Courses Taught


In The Media