Jennifer Aaker

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Jennifer Aaker
Dr. Jennifer Aaker (2013).jpg
Born (1967-01-15) January 15, 1967 (age 54)
Alma materUniversity of California, Berkeley
Stanford Graduate School of Business
OccupationAuthor, Social psychologist
Board member ofBrit + Co
California Casualty
Your Story
Spouse(s)Andy Smith

Jennifer Aaker (born 15 January 1967, California) is an American social psychologist and professor of marketing at the Stanford Graduate School of Business. Best known for her research on time, money, and happiness,[1] Aaker also focuses on the transmission of ideas through social networks, the power of story in decision making, and how to build global brands across cultures.[2] She is the recipient of the Distinguished Scientific Achievement Award from the Society for Consumer Psychology and the Stanford Distinguished Teaching Award.[3]

Early life and education[edit]

Aaker was born in Palo Alto, California to Kay Aaker[4] and David Aaker, a professor and brand consultant.[5] Aaker attended the University of California, Berkeley, where she studied under social psychologist Philip E. Tetlock and Nobel Prize winner Daniel Kahneman, receiving a Bachelor of Arts in Psychology in 1989. In 1990, Aaker began postgraduate work at Stanford Graduate School of Business, earning a Ph.D. in marketing with a minor in psychology in 1995. Her dissertation on brand personality led to the publication of three academic papers in Journal of Marketing Research and Journal of Consumer Research and won several awards.[6]


Aaker began her academic career in 1995 as an assistant professor at the UCLA Anderson School of Management. In 1999, she returned to the Stanford Graduate School of Business as an assistant professor, was promoted to associate professor in 2001, and earned a full professorship in 2004. In 2005, Aaker was named General Atlantic Professor of Marketing.[7] Her work has been published in scholarly journals in psychology and marketing and has been highlighted in The Economist, The New York Times, The Wall Street Journal, The Washington Post, BusinessWeek, Forbes, NPR, CBS MoneyWatch, Inc., and Science. She serves as an advisory board member for several private companies.

In 2010, Aaker and her husband, startup advisor Andy Smith, wrote The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Social Change.[citation needed]

In a real world demonstration of the Dragonfly Effect, Aaker and her students founded 100K Cheeks,[8][9] an organization dedicated to registering 100,000 South Asian donors in the National Bone Marrow Registry.[10] In addition to utilizing social networks, Aaker ran the first ever cheek swab in India. As a result of these efforts, 100K Cheeks exceeded their goal by registering more than 115,000 potential donors.[11][12][13]


  • Aaker, Jennifer Lynn; Bagdonas, Naomi (February 2, 2021). Humor, Seriously: Why Humor is a Secret Weapon in Business and Life and How Anyone Can Harness It Even You (first ed.). New York: Penguin Random House. ISBN 9780593135280. OCLC 1157576080.
  • Aaker, Jennifer; Smith, Andy (September 2010). The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change. Jossey-Bass. ISBN 978-0-470-61415-0.[14]
  • Smith, Andrew; McCarthy, Barbara; Aaker, Jennifer (April 2013). Dragonfly Effect Workbook: The Power of Stories. CreateSpace. ISBN 978-1-4841-8438-7.
  • Aaker, Jennifer (November 2013). "Text". Keep Calm, Play Hard: One Player's Journey in New York City. By Smith, Cooper. CreateSpace. ISBN 978-1494278342.
  • Aaker, Jennifer (December 2013). "Text". Tea Sloane's Adventure: A Sparkly Tale of Whimsy and Meaning Found in NYC. By Smith, Tea Sloane. CreateSpace. ISBN 9781494471064.
  • Aaker, Jennifer (December 2013). "Text". Devon Made It: One Boy's Journey in NYC. By Smith, Devon. CreateSpace. ISBN 9781494400811.

Selected publications[edit]

  • Baumeister, Roy F.; Vohs, Kathleen D.; Aaker, Jennifer; Garbinsky, Emily N. (2013). "Some Key Differences between a Happy Life and a Meaningful Life". Journal of Positive Psychology. 8 (6): 505–516. doi:10.1080/17439760.2013.830764. S2CID 11271686.
  • How Happiness Impacts Choice (2012), Mogilner, Aaker and Kamvar, JCR
  • Awe Expands People's Perception of Time and Enhances Well-Being (2012), Rudd, Vohs, and Aaker, Psychological Science.
  • If Money Doesn't Make You Happy, Consider Time (2011), Aaker, Rudd, and Mogilner, JCP
  • The Shifting Meaning of Happiness (2010) Mogilner, Kamvar and Aaker, SPPS
  • Non-Profits Are Seen as Warm and For-Profits as Competent (2010), Aaker, Vohs and Mogilner, JCR
  • The Time versus Money Effect (2009), Mogilner and Aaker, JCR
  • The Happiness of Giving: The Time-Ask Effect (2008), Liu and Aaker, JCR
  • When Good Brands Do Bad (2004), Aaker, Fournier, and Brasel, JCR
  • Can Mixed Emotions Peacefully Co-Exist? (2002), Williams and Aaker, JCR
  • Consumption Symbols as Carriers of Culture (2001), Aaker, Benet-Martínez, and Garolera, JPSP
  • Dimensions of Brand Personality (1997), Aaker, JMR

See also[edit]


  1. ^ Cook, Nancy. "The Corporate Pursuit of Happiness". March, 2011. Fast Company. Retrieved 19 June 2013.
  2. ^ "The Brainiacs: Most Influential Women In Technology". 2011. Fast Company. Retrieved 4 June 2013.
  3. ^ "Jennifer Aaker: Psychology Today". 2014. Psychology Today. Archived from the original on 27 February 2014. Retrieved 27 February 2014.
  4. ^ Wake, Jennifer. "The Gift of Time: Skilled Volunteers Found in Local Retirees" (PDF). April 15, 2009. La Morinda Weekly. Archived from the original (PDF) on 18 May 2015. Retrieved 7 June 2013.
  5. ^ "David A. Aaker, Author Profile". Simon and Schuster. Retrieved 7 June 2013.
  6. ^ "Honors and Recognition" (PDF). 2013. Stanford University. Retrieved 15 June 2013.[permanent dead link]
  7. ^ "Aaker CV at Stanford Graduate School of Business" (PDF). January, 2013. Stanford University. Archived from the original (PDF) on 2013-07-22.
  8. ^ David, Avril. "Names You Need to Know". May 17, 2011. Forbes. Retrieved 16 June 2013.
  9. ^ The Power of Stores. ISBN 1484184386.
  10. ^ "Past Challenges (Get Involved)". Haas Center for Public Service. Archived from the original on 21 December 2013. Retrieved 13 July 2013.
  11. ^ "Jennifer Aaker: Pursuit of Happiness". November 27, 2011. Ink Talks. Retrieved 19 June 2013.
  12. ^ Beth Kanter Katie Delahaye Paine, Katie Delahaye Paine (2012). Measuring the Networked Nonprofit: Using Data to Change the World. New York: Wiley. ISBN 978-1-118-13760-4.
  13. ^ "The Dragonfly Effect". October 2011. Stanford Social Innovation Review. Retrieved 16 June 2013.
  14. ^ Aaker, Jennifer Lynn; Smith, Andy (2010). The Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change. Carlye Adler. San Francisco: Jossey-Bass. ISBN 9780470614150. OCLC 460061966.

External links[edit]