Jennifer Aaker

The General Atlantic Professor

Academic Area:

Research Interests

  • Choice Shaped by Meaning and Purpose
  • The Intersection of Money, Time, and Happiness
  • Artificial Intelligence and Mixed Reality Technologies and Human Interaction

Bio

Dr. Jennifer Aaker is the General Atlantic Professor at Stanford Graduate School of Business. A behavioral scientist and author, Dr. Aaker is a leading expert on how meaning and purpose shape the choices individuals make, how money and time can be used in ways that cultivate long-lasting happiness, and how technologies including Artificial Intelligence (AI) and Mixed Reality (XR) are redefining human interaction. She is widely published in leading scientific journals and her work has been featured in The Economist, The New York Times, The Wall Street Journal, The Washington Post, BusinessWeek, Forbes, NPR, CBS MoneyWatch, Inc., and Science.

Dr. Aaker is the coauthor of several books including the award-winning book, The Dragonfly Effect, which has been translated into over 10 languages, as well as Power of Story, which drew on behavioral science to provide a hands-on tool putting The Dragonfly Effect model to work. She worked with a group of Stanford students to get over 100,000 people into the bone marrow registry, a target that they achieved in under one year. Her new book, Humor, Seriously, is focused on why humor is a window into our humanity, and how it can be used as a secret weapon in business and life (with Naomi Bagdonas, Penguin, 2020).

At Stanford, she teaches classes including Designing AI to Cultivate Human Well-Being, Rethinking Purpose, A New Type of Leader, VR/AR: Scaling Empathy in an Immersive World, Power of Story, and Humor: Serious Business. She is the recipient of the Distinguished Scientific Achievement Award, Stanford Distinguished Teaching Award, Citibank Best Teacher Award, George Robbins Best Teacher Award, Robert Jaedicke Silver Apple Award, and the MBA Professor of the Year Award.

Dr. Aaker is a highly sought-after speaker on the application of behavioral science to help companies and leaders positively impact human well-being through technology, business practices, story, and purpose-driven leadership. Dr. Aaker serves as a board member and advisor helping companies and leadership teams with digital transformation, incorporating human well-being into corporate strategy to drive business performance, global brand building and embracing a new leadership type for the innovation economy - one anchored on purpose, fueled by levity.

Before joining Stanford University, Aaker was a professor at the UCLA Anderson School of Management where she conducted the research that resulted in her seminal paper, Dimensions of Brand Personality. She completed her PhD degrees at Stanford University, and holds a BA from UC Berkeley. More personally, she is an early adopter of the trailblazing “family sabbatical” practice, by which she “moves” her family to far-flung locations in an effort to teach her kids to be citizens of the world. They have yet to express enthusiasm about this practice but almost certainly will before she dies. In terms of personal accomplishments, she counts winning a dance-off in the early 1980s among her most impressive feats; and her abbreviated cooking skills have earned her family Doordash Platinum status.

Academic Degrees

  • PhD in Marketing, PhD Minor in Psychology, Stanford Graduate School of Business, 1995
  • BA in Psychology, University of California, Berkeley, 1989
  • General Atlantic Chair, 2005-present
  • Xerox Distinguished Chair in Knowledge, 2007–09

Academic Appointments

  • The General Atlantic Professor, Stanford GSB, 2005-present
  • Xerox Distinguished Professor, Haas School of Business UC Berkeley, 2007–08
  • Thomas W. Tusher Professor, Haas School of Business UC Berkeley, 2006–07
  • Professor, Stanford GSB, 2004–05
  • Associate Professor, Stanford GSB, 2001–04
  • Assistant Professor, Stanford GSB, 1999–2001
  • Visiting Assistant Professor, Columbia Graduate School of Business, Fall 1998
  • Assistant Professor, Anderson Graduate School of Management UCLA, 1995–99

Awards and Honors

  • Paul D. Converse Award, 2024
  • Nobel Nomination Panel for the Sveriges Riksbank Prize in Economic Sciences, 2019–present
  • General Atlantic Chair, 2005–present
  • Coulter Family Fellow, 2020–21
  • MBA Professor of the Year, Poets & Quants, 2019–20
  • Distinguished Scientific Achievement Award, Society for Consumer Psychology, 2014
  • Ormond Family Faculty Fellow, 2013
  • Robert K. Jaedicke Silver Apple Award, 2011
  • Winnick Family Faculty Fellow, 2011
  • Ferber Award – JCR for “The Time versus Money Effect” Hon. Mention, 2010
  • Best Paper Award – JCR for “When Good Brands Do Bad”, 2007
  • Best Paper Award – Stanley Reiter for “Bringing the Frame into Focus”, 2007
  • Thomas W. Tusher Chair of Global Business, 2006–07
  • Best Paper Award – JCR for "Can Mixed Emotions Peacefully Co-Exist?”, 2005
  • A. Michael Spence Faculty Scholar, 2003–04
  • Early Career Award for Outstanding Research, Society of Consumer Psychology, 2003
  • Outstanding Reviewer Award, Journal of Consumer Research, 2002, 2003, 2004
  • Fletcher Jones Faculty Research Scholar, 2000–01
  • Distinguished Teaching Award, Stanford GSB, 2000
  • Marketing Science Institute Grant, 2000
  • Citibank Best Teacher Award, UCLA, 1999
  • CIBER International Research Grant, 1996–99
  • UCLA Academic Senate Grant, 1995–99
  • George Robbins Best Teacher Award, UCLA, 1998
  • Hong Kong Science International Research Grant, 1997–98
  • AMA Dissertation Award (Finalist), 1996
  • Merit Fellowship, Jaedicke Scholar; Stanford GSB; 1993–94
  • Psi Chi National Honorary Society in Psychology, 1989

Publications

Journal Articles

Rhia Catapano, Jordi Quoidbach, Cassie Mogilner, Jennifer Aaker
Emotion
April 2022
Szu-chi Huang, Jennifer Aaker
Journal of Personality and Social Psychology
October 2019 Vol. 117 Issue 4 Pages 697-720
Kathleen D. Vohs, Jennifer Aaker, Rhia Catapano
Current Opinion in Psychology
April 2019 Vol. 26 Pages 11-14
Melanie Rudd, Rhia Catapano, Jennifer Aaker
Journal of Consumer Psychology
2019 Vol. 29 Issue 4 Pages 680–702
Cassie Mogilner, Hal E. Hershfield, Jennifer Aaker
Consumer Psychology Review
January 2018 Vol. 1 Issue 1 Pages 41-53
Donnel A. Briley, Melanie Rudd, Jennifer Aaker
Journal of Consumer Research
December 1, 2017 Vol. 44 Issue 4 Pages 895-915
David Aaker, Jennifer 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 Consumer 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

Books

Jennifer Aaker, Naomi Bagdonas
Currency
February 2021
Jennifer Aaker, Andrew Smith, Barbara McCarthy April 15, 2013

Teaching

Executive Education & Other Non-Degree Programs

Learn about cutting-edge social science frameworks and design thinking techniques in a unique partnership between Stanford GSB and d.school.
Guide your organization through growth with innovative CFO training that blends financial expertise, strategic thinking, and leadership skills.
Gain general management training — combining conceptual knowledge with individual experiences — and increase your impact in the nonprofit sector.
Act with power, strengthen negotiating skills, learn to manage teams, and lead with impact in this unique leadership program for women on the rise.
Uplevel your leadership skills with this strategic storytelling course to help you cultivate empathy, convey purpose, and become a more authentic leader.
Evolve as a leader in an executive education program that reinvigorates and ramps up your professional journey.
Discover new ways of thinking and acting so that you can solve your biggest business challenges.
Transform knowledge into impact and drive innovation and change in your organization with Stanford LEAD, our flagship online business program.

Stanford Case Studies

Drake Pooley, Jennifer Aaker, Naomi Bagdonas, Connor Diemand-Yauman
2023
Imogen Mansfield, Jennifer Aaker, Connor Diemand-Yauman, Naomi Bagdonas
2021
Oriekose Idah, Connor Diemand-Yauman, Jennifer Aaker, Naomi Bagdonas
2021
Jennifer Aaker, Katie Solomon, Thomas Higginbotham, Zoe Weinberg
2020
Jennifer Aaker, Fei Fei Li, Thomas Higginbotham, Zoe Weinberg, Wendy De La Rosa
2020
Jennifer Aaker, Fei Fei Li, Pecvin Pui Wan Yong, Matthew Cruickshank, Thomas Higginbotham, Zoe Weinberg, Wendy De La Rosa
2020
Cooper Raterink, Daniel Kharitinov, Zoe Weinberg, Jennifer Aaker
2020
Jennifer Aaker, Fei Fei Li, Thomas Higginbotham, Zoe Weinberg, Wendy De La Rosa
2020
Jennifer Aaker, Fei Fei Li, Thomas Higginbotham, Zoe Weinberg, Wendy De La Rosa
2020
Jennifer Aaker, Fei Fei Li, Thomas Higginbotham, Zoe Weinberg, Wendy De La Rosa
2020
Jennifer Aaker; Naomi Bagdonas, Tom Bedecarré, Blake Kavanaugh
2020
Jennifer Aaker, Maile Lesica, Vinamarta Singal, Christy Turlington Burns
2020
Jennifer Aaker, Blake Kavanaugh
2020
Jennifer Aaker, Susannah Shattuck
2020
Sophia Pink, Sara Gaviser Leslie, Jake Poses, Debra Schifrin, Jennifer Aaker
2019
Jennifer Aaker, Naomi Bagdonas, Jeffrey Conn
2019
Jennifer Aaker, Naomi Bagdonas, Jeffrey Conn, Jean Oelwang, Greg Rose
2019
Jennifer Aaker, Naomi Bagdonas, Jeffrey Conn, Matthew Saucedo
2019
Jennifer Aaker, Naomi Bagdonas, Peter Seibert
2018
Peter Seibert, Sophia Pink, Jennifer Aaker, Naomi Bagdonas
2018
Peter Seibert, Naomi Bagdonas, Jennifer Aaker
2018
Jennifer Aaker, Naomi Bagdonas, Peter Seibert, Eric Gurian
2018
Debra Schifrin, Jennifer Aaker, Naomi Bagdonas, Leslie Blodgett, David Hornik, Kelly Leonard, Anne Libera
2018
Paricha Duangtaweesub, Naomi Bagdonas, Jennifer Aaker
2018
Scott Katalenich, Naomi Bagdonas, Jennifer Aaker
2018
Jennifer Aaker, Naomi Bagdonas, Steve Reardon
2018
Jordan Raney, Wendy Reicher, Vanessa Lide, Naomi Bagdonas, Jennifer Aaker
2018
Peter Seibert, Sophia Pink, Naomi Bagdonas, Jennifer Aaker
2018
Jennifer Aaker, Naomi Bagdonas, Peter Seibert, Sara Blakely
2018
Jennifer Aaker, Stephany Yong, Jessica Dodson
2016
Jennifer Aaker, Stephany Yong, Jessica Dodson, Tina Sharkey, Dane Howard
2016
Jennifer Aaker, Debra Schifrin
2016
Jennifer Aaker, Debra Schifrin
2014
Jennifer Aaker, Debra Schifrin
2014
Jennifer Aaker, Debra Schifrin
2014
Jennifer Aaker, Jake Poses, Debra Schifrin
2013
Jennifer Aaker, Debra Schifrin
2012
Jennifer Aaker, Maile Lesica, Barbara McCarthy, Tina Sharkey, Tamsin Smith
2012
Jennifer L Aaker, Debra Schifrin
2012
Jennifer Aaker, Sara Gaviser Leslie, Debra Schifrin
2012
Jennifer Aaker, Heidy Kwan, Sara Leslie
2010
Jennifer Aaker, David Hoyt, Sara Leslie, David Rogier
2010
Jennifer Aaker, Sara Leslie
2010
Jennifer Aaker, Ravdeep Chawla, Sara Leslie
2010
Jennifer Aaker, Sara Leslie, David Rogier
2010
Jennifer Aaker, Victoria Chang
2010
Jennifer Aaker, Ravdeep Chawla, Sara Leslie
2010
Jennifer Aaker, Sara Leslie
2010
Jennifer Aaker, Sara Leslie, Carole Robin
2010
Jennifer Aaker, Sara Leslie
2010
Jennifer Aaker, Victoria Chang
2009
Jennifer Aaker, Victoria Chang
2009
Jennifer Aaker, Victoria Chang
2009
Jennifer Aaker, Victoria Chang
2009
Jennifer Aaker, Victoria Chang, Robert Chatwani
2009

Stanford GSB Affiliations

In the Media

Insights by Stanford Business

December 12, 2022
Eleven articles to help you work, lead, and collaborate better.
October 14, 2022
A human-centered approach to artificial intelligence envisions a future where people and machines are collaborators, not competitors.
July 07, 2022
The latest books from Stanford GSB faculty and lecturers.
January 28, 2022
Wealthy people may be happier. But a new study finds that money can’t buy a sense of purpose.
December 15, 2021
Five lessons in five minutes from Stanford GSB professors and lecturers.
November 01, 2021
Five lessons in five minutes: Professor Jennifer Aaker and her team teach you how to make humor your superpower.
April 19, 2021
We’ve compiled top insights and advice from previous episodes to help you cultivate a compelling professional presence through the screen.
January 28, 2021
Humor has tremendous benefits for physical health, mental well-being, and your bottom line.
December 11, 2020
Cozy up and listen up to our top episodes from 2020.
November 19, 2020
We’ve gathered together the most memorable articles, interviews, podcasts, and videos from a year of world-changing events.
August 13, 2020
Stanford business professors share what they’re reading at home right now.
July 31, 2020
In the months since his company became a global verb, Zoom CEO Eric Yuan has never been busier. Or more exhausted. Or happier.
June 29, 2020
Mitigate the psychological trauma wrought by COVID-19 by making meaning out of tragedy.
June 22, 2020
In this podcast episode, we dissect how to use humor to build bonds in business and in life.
December 06, 2019
Stanford GSB professors recommend the books they’re most likely to give as presents over this year’s holiday season.
August 30, 2019
To sustain the behaviors that helped you reach a goal, think about the achievement as a journey rather than a destination.
December 05, 2017
15 Stanford business professors recommend books for those long winter nights.
December 04, 2017
Readers keyed into humor’s workplace value, the secret to improving communication skills, and advice from Sheryl Sandberg and Marc Andreessen.
October 20, 2017
Stanford GSB faculty and industry leaders help young executives of search fund companies navigate their new roles.
August 31, 2017
Using the right language during crises improves patients’ chances of recovery.
August 21, 2017
Stanford GSB professors suggest a reading list of articles and books related to the concept.
July 11, 2017
You are not as funny as you should be, and your company is suffering because of it.
December 15, 2016
Faculty and guest speakers on topics ranging from storytelling to simplicity.
December 12, 2016
Long commute? Spend the time listening to these 10 Stanford Business stories.
May 16, 2016
Businesses can touch customers and clarify corporate values by creating a powerful narrative.
January 06, 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 03, 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 09, 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 01, 2011
Forget Suze Orman. Time, not money, is your most precious resource. Spend it wisely.
October 01, 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 06, 2010
The Center for Social Innovation conference showcased how to use gentle nudges, subtle tweaks, and quiet prompts to summon better behavior.
February 01, 2010
How small acts can create big change.
February 01, 2010
How we perceive for-profit and not-for-profit organizations can affect how both groups do business.
August 01, 2009
A study looks at the relationship between self-image and charitable giving.
March 01, 2009
Why many effective consumer marketing campaigns focus on experiencing, rather than possessing, a product.
September 01, 2008
A new study shows that asking potential donors to make an emotional connection first can ultimately lead to greater financial giving.
September 01, 2007
A strong brand personality can help nonprofits attract more support for their mission.
June 01, 2007
Research examines how feelings of time change your perceptions.
November 01, 2005
Research explores the circumstances under which culture influences consumer-purchasing decisions.
March 01, 2003
Brand personality has a significant impact on customer relationships, and the ability of a brand to recover from errors.

School News

January 31, 2023
Longtime lecturer at Stanford GSB and revered mentor at McKinsey & Company
June 23, 2021
Personal lessons that emphasize a different kind of bottom line.
June 23, 2021
Graduating students leave with a unique, shared experience that has prepared them to be leaders that the world needs.
March 25, 2020
Though concerns over COVID-19 forced the cancellation Me2We on-campus, participants brought the same enthusiasm and excitement, virtually.
March 06, 2020
Margaret Neale helped shape Stanford GSB’s curriculum, championed diversity and mentorship, and transformed the fields of negotiations and team performance.
September 28, 2017
Gentry Magazine learns how Stanford Professor Jennifer Aaker and Lecturer Naomi Bagdonas, MBA ’15 are bringing humor to the classroom and business world.