Jennifer Aaker

Jennifer Aaker is a Professor at Stanford University's Graduate School of Business, where she is affiliated with the Marketing department. Her research focuses on Choice Shaped by Meaning and Purpose, The Intersection of Money, Time, and Happiness, and Artificial Intelligence and Mixed Reality Technologies and Human Interaction. Dr. Aaker is the General Atlantic Professor at Stanford GSB and serves as a Taubman Family Faculty Fellow for 2025–2026. Her work explores how meaning, time perception, and connection influence performance and well-being, shaping technologies and lives that amplify human values. She has published extensively in top journals and has authored award-winning books that have been translated into over 20 languages.

Jennifer Aaker's research explores the psychology of time, money, and happiness, focusing on how these elements influence human behavior and decision-making. Her work examines the role of self-regulatory goals, cultural orientation, and emotional appeals in shaping persuasion and information processing. Aaker investigates how brands function as characters, partners, and persons, and how cultural differences affect attitudes toward advertising and consumption. She also explores the relationship between happiness, meaning, and well-being, including the impact of giving and awe on time perception and decision-making. Her research highlights the interplay between regulatory fit, self-construals, and emotional responses in shaping consumer behavior and organizational outcomes.