Jennifer Aaker is the General Atlantic Professor of Marketing at the Graduate School of Business, Stanford University.
As a social psychologist, Professor Aaker studies time, money, happiness, and brands. Her interests span a wide range of research, from the psychology of giving to the role of time, money and social media in getting people to do the right thing. She and her co-authors examine what actually makes people happy, as opposed to what they think makes them happy.
Professor Aaker publishes widely in the leading scholarly journals in psychology and business, and she has served in an editorial capacity for the Journal of Consumer Psychology, the Journal of Marketing Research, and the Journal of Consumer Research. Her work has been featured in a variety of media, including The Economist, The New York Times, Wall Street Journal, Washington Post, Business Week, Forbes, CBS Moneywatch, NPR, Science, Inc and Cosmopolitan.
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In their quest for an authentic viral campaign, the global soft drink giant gave $50,000 to seven teams worldwide, one of whom created the Coke Happiness Machine. Stanford GSB Professor Jennifer Aaker, shows this popular YouTube video, and talks about how this small investment had big payoff for authenticity, connection, surprise, meaning, and global appeal.