Stanford GSB Professor Jennifer Aaker Wins 2024 Converse Award

Annual award honors exceptional scholarship in the field of marketing

March 25, 2024

| by GSB Staff
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Jennifer Aaker | Winni Wintermeyer

Jennifer Aaker, PhD ’95, the General Atlantic Professor at the Stanford Graduate School of Business, is one of two recipients of the 2024 Paul D. Converse Awards, given annually to scholars who have made “exceptional contributions” in the field of marketing.

Aaker is a leading expert on how meaning and purpose shape the choices people make, and how wise use of money and time can help cultivate long-lasting happiness. She has also done influential research on how technology, including AI, is changing human interaction. Aaker has published prolifically, with nearly 50 articles in academic journals, and has co-authored several books, including the award-winning The Dragonfly Effect.

Aaker will accept the award at the Paul D. Converse Marketing Symposium on May 2-3, at the University of Illinois at Urbana-Champaign.

The Converse Awards and Symposium are named for Paul D. Converse, a longtime professor of business organization and operation at the University of Illinois. One of the founding fathers in the field of marketing, he published one of the first widely distributed textbooks in the field in 1921 and joined the University of Illinois in 1924. His Journal of Marketing article titled “The Development of The Science of Marketing — An Exploratory Study” used the methodology that became the blueprint for selecting the Converse award recipients.

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