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.
Click here to continuously play all of the videos from this speaker in a new window.
Stanford GSB Professor Jennifer Aaker talks about corporate brand experiments, such as Terminal Man, a famed Twitterer for an airline company, and other unprecedented tests in social media communications. Her analysis is that companies that embrace and interact with individual commentary in digital media will be far ahead of those that try to quash those who freely share their opinions.