LJ Shrum

Prof. L. J. Shrum

Professor - Marketing

L. J. Shrum is a consumer psychologist whose research applies social cognition concepts to understand the determinants of consumer judgments. He has written extensively on how media information is used in the construction of values, attitudes and beliefs. His most recent research has focused on the multiples roles of the self in consumer judgment, particularly with respect to self-threat and its influence on materialism and conspicuous consumption. Other areas of research include psycholinguistics, and culture and its relation to consumer behavior. 

Last Articles

Brands & Behaviors Brands & Behaviors

Disgust in Ads Isn’t Just About Shock - It Shapes Behavior

Disgust in advertising influences status, generosity, and our sense of self. That’s one of the conclusions from HEC Paris professor L.J. Shrum’s research.

L. J. Shrum
See other authors

Newsletter

Big Issues, Bold Thinking. In your inbox, once a month.
Subscribe