Trading on happiness / Jennifer Lynn Aaker General Atlantic Professor of Marketing, Graduate School of Business, Stanford University

an excerpt from this provocative article

Trading on happiness
Priya M Menon, TNN | Dec 11, 2011, 06.28AM IST
http://timesofindia.indiatimes.com/city/chennai/Trading-on-happiness/articleshow/11066408.cms
Studies are being done the world over to figure out how happiness impacts choice. Social psychologist and marketer Jennifer Aaker teaches 'Designing Happiness' as part of an MBA course at Stanford University's Graduate School of Business. According to a study she did with Cassie Mogilner and Sep Kamvar, people's individual experience of happiness can be influenced in systematic ways and lead to predictable choices. 

"There are two kinds of happiness; One is an exciting emotion and the other a calm and peaceful feeling," says Aaker. "Businesses promoting the idea that their brand will make consumers happy should consider which type of happiness their products are most likely to evoke." 

How they convey happiness is important. "The colours used in advertisements matter," she says. For instance, a study revealed that hot colours like red tended to excite people while cool shades like blue promoted a sense of peace. "Nike, Target, and Apple were deemed exciting, but Johnson & Johnson and Borders evoked calm feelings," says Aaker. 

Jennifer Lynn Aaker

General Atlantic Professor of Marketing
Winnick Family Faculty Fellow for 2011-2012

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?
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 Dragonfly Effect: Quick Effective Powerful Ways to Harness Social Media for Impact 

Jennifer Aaker 
Stanford University, GSB

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 theJournal of Consumer Psychology, the Journal of Marketing Research, and theJournal 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, Incand Cosmopolitan

Professor Aaker teaches in many of Stanford?s Executive Education programs as well as MBA electives on social technology, brand innovation, and designing happiness. Most recently, her research and teaching have focused on  social media. She's also authored The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Make a Difference

Aaker has received numerous teaching awards at both Stanford University and UCLA, including the Distinguished Teaching Award, the Citibank Best Teacher Award, and the George Robbins Best Teacher award. She is on the board of directors for Volunteer Match, Board of Re-Imagining Service, and she orchestrates the Stanford GSB conference, "Small Steps, Big Leaps: The Science of Getting People to Do the Right Thing." 

Jennifer earned her bachelor's degree in psychology from University of California at Berkeley and her PhD degrees in Marketing (major) and Psychology (minor) from Stanford University in 1995. She joined Anderson School of Business at UCLA as Assistant Professor and returned to Stanford in 1999, where she received tenure in 2001, Full Professor in 2004, and Chaired Professorship in 2005. She was the Xerox Distinguished Professor of Knowledge at Haas School of Business at UC Berkeley (2006-2008) and returned to Stanford Graduate School of Business in 2008.

Related Links: http://faculty-gsb.stanford.edu/aaker/   

Last Updated: Thu, Dec 16, 2010

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