Skip to main content
About HEC About HEC Faculty & Research Faculty & Research Master’s programs Master’s programs MBA Programs MBA Programs PhD Program PhD Program Executive Education Executive Education Summer School Summer School HEC Online HEC Online About HEC Overview Overview Who
We Are Who
We Are
Egalité des chances Egalité des chances Career
Center Career
Center
International International Campus
Life Campus
Life
Sustainability Sustainability Diversity
& Inclusion Diversity
& Inclusion
Stories Stories The HEC
Foundation The HEC
Foundation
Coronavirus Coronavirus
Faculty & Research Overview Overview Faculty Directory Faculty Directory Departments Departments Centers Centers Chairs Chairs Knowledge Knowledge Master’s programs Master in
Management Master in
Management
MSc International
Finance MSc International
Finance
Specialized
Masters Specialized
Masters
X-HEC
programs X-HEC
programs
Dual-Degree
programs Dual-Degree
programs
Visiting
students Visiting
students
Certificates Certificates Student
Life Student
Life
Student
Stories Student
Stories
MBA Programs MBA MBA Executive MBA Executive MBA TRIUM EMBA TRIUM EMBA PhD Program Overview Overview HEC Difference HEC Difference Program details Program details Research areas Research areas HEC Community HEC Community Placement Placement Job Market Job Market Admissions Admissions Financing Financing Executive Education Executive Masters Executive Masters Executive Certificates Executive Certificates Executive short programs Executive short programs Online Online Train your teams Train your teams Executive MBA Executive MBA Summer School Youth Programs Youth Programs Summer programs Summer programs HEC Online Overview Overview Degree Program Degree Program Executive certificates Executive certificates MOOCs MOOCs

Tina LOWREY

Professor

Marketing

Member of Pedagogy Committee
 Profile picture

Biography

Tina M. Lowrey is Professor of Marketing at HEC Paris. She holds a Ph.D. in Communications and an M.S. in Advertising from the University of Illinois at Urbana-Champaign, and a B.B.A. in Finance from the University of Houston. She was previously a faculty member at the University of Texas at San Antonio and at Rider University. She has also taught at the Wharton School at the University of Pennsylvania and has held visiting professor positions at the NYU Stern School of Business, Tulane University, ESCP and University of Sydney.

Tina Lowrey’s research interests include children's understanding of brand symbolism, gift giving and ritual, and the application of psycholinguistic theory to marketing communications. Her research has appeared in leading journals in marketing, psychology, and communication, including Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Advertising, as well as numerous edited volumes. She has edited three scholarly books, including the 2008 Brick & Mortar Shopping in the 21st Century (Erlbaum) and the 2007 Psycholinguistic Phenomena in Marketing Communications (Erlbaum).

Tina M. Lowrey serves on the editorial review boards of the Journal of Consumer Psychology, Journal of Advertising, and Media Psychology. She also currently serves on the Policy Board of Journal of Consumer Research. 

Scientific articles

Is Nestlé a Lady? The Feminine Brand Name Advantage

Journal of Marketing, Forthcoming, (in coll. with R. Pogacar, J. Angle, L. J. SHRUM, F. R. Kardes)

COVID-19 is Feminine: Grammatical Gender Influences Danger Perceptions and Precautionary Behavioral Intentions by Activating Gender Stereotypes

Journal of Consumer Psychology, Forthcoming, (in coll. with A. MECIT, L. J. SHRUM)

Can the youth materialism scale be used across different countries and cultures?

International Journal of Market Research, 5 May 2021, vol. 63, n° 3, pp 317-334, (in coll. with A. M. Zawadzka, A. Nairn, L. Hudders, A. Bakir, A. Rogers, V. Cauberghe, E. Gentina, H. Li, F. Spotswood)

Real Men Don't Buy "Mrs. Clean": Gender Bias in Gendered Brands

The Journal of the Association for Consumer Research, April 2021, vol. 6, n° 2, (in coll. with N. Spielmann, S. Dobscha)

Nonmonetary and nonreciprocal freecycling: Motivations for participating in online alternative giving communities

Journal of Consumer Behaviour, July-August 2020, vol. 19, n° 4, pp 339-350, (in coll. with Fan Liu, Zachary Johnson, Carolyn Massiah)

Age differences in children's happiness from material goods and experiences: The role of memory and theory of mind

International Journal of Research in Marketing, Septembre 2020, vol. 37, n° 3, pp 572-586, (in coll. with L. N. CHAPLIN, A. A. RUVIO, L. SHRUM, K. D. VOHS)

Coping with Loneliness through Materialism: Strategies Matter for Adolescent Development of Unethical Behaviors

Journal of Business Ethics, September 2018, vol. 152, n° 1, pp 103-122, (in coll. with E. GENTINA, L. SHRUM)

The Effects of Linguistic Devices on Consumer Information Processing and Persuasion: A Language Complexity × Processing Mode Framework

Journal of Consumer Psychology, October 2018, vol. 28, n° 4, pp 689-711, (in coll. with R. POGACAR, L. SHRUM)

An Integrative Model of the Influence of Parental and Peer Support on Consumer Ethical Beliefs: The Mediating Role of Self-Esteem, Power and Materialism

Journal of Business Ethics, July 2018, vol. 150, n° 4, pp 1173-1186, (in coll. with E. GENTINA, L. SHRUM, S. VITELL, G. ROSE)

Using sublexical priming to enhance brand name phonetic symbolism effects in young children

Marketing Letters, December 2017, vol. 28, n° 4, pp 565–577, (in coll. with S. M. BAXTER, M. ILICIC, A. KULCZYNSKI)

Books

The Routledge Companion to Consumer Behavior

Routledge, London (in coll. with Michael R. SOLOMON)

Latin American Advances in Consumer Research

Association for Consumer Research (in coll. with E. GONZALEZ)

Brick & Mortar Shopping in the 21st Century

Psychology Press

Psycholinguistic Phenomena in Marketing Communications

Psychology Press

Contemporary Consumption Rituals

Psychology Press (in coll. with C. C. Otnes)

APA Handbook of Consumer Psychology

American Psychological Association_APA

Chapters in edited books

Sounds Convey Meaning, The Implications of Phonetic Symbolism for Brand Name Construction

Psycholinguistic Phenomena In Marketing Communications, T. M. Lowrey (Eds), Francis & Taylor Publishing

Children’s materialism and identity development

Handbook Of Research On Identity Theory In Marketing, A. Reed and M. Forehand, Edward Elgar Publishing, 434-447

Conducting International Consumer Research with Children: Challenges and Potential Solutions

The Routledge Companion To Consumer Behavior, Michael R. Solomon, Tina M. Lowrey, Routledge, London

The Influence of Marketing Language On Brand Attitudes and Choice

The Routledge Companion To Consumer Behavior, Michael R. Solomon, Tina M. Lowrey, Routledge, London

The Aesthetics of Brand Name Design: Form, Fit, Fluency, and Phonetics

The Psychology Of Design : Creating Consumer Appeal, R. Batra, C. Seifert, D. Brei (Eds), Routledge, London, 180-196

Preface

Latin American Advances In Consumer Research, E. Gonzalez, T. M. Lowrey, Association for Consumer Research, 3

Language and Consumer Psychology

Apa Handbook Of Consumer Psychology, L. Kahle, J. Huber, & T. M. Lowrey, American Psychological Association_APA

Proceedings

Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT)

Linguistic Antecedents of Anthropomorphism

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, L. SHRUM)

Linguistic antecedents of anthropomorphism: Cultural differences in attributing humanlike states to non-human agents

Society for Consumer Psychology , 2018 , Dallas, TX (A. MECIT, L. SHRUM)

You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, L. SHRUM)

Working papers

Scientific articles

Can the youth materialism scale be used across different countries and cultures?

International Journal of Market Research, 5 May 2021, vol. 63, n° 3, pp 317-334, (in coll. with A. M. Zawadzka, A. Nairn, L. Hudders, A. Bakir, A. Rogers, V. Cauberghe, E. Gentina, H. Li, F. Spotswood)

Real Men Don't Buy "Mrs. Clean": Gender Bias in Gendered Brands

The Journal of the Association for Consumer Research, April 2021, vol. 6, n° 2, (in coll. with N. Spielmann, S. Dobscha)

Age differences in children's happiness from material goods and experiences: The role of memory and theory of mind

International Journal of Research in Marketing, Septembre 2020, vol. 37, n° 3, pp 572-586, (in coll. with L. N. CHAPLIN, A. A. RUVIO, L. SHRUM, K. D. VOHS)

Nonmonetary and nonreciprocal freecycling: Motivations for participating in online alternative giving communities

Journal of Consumer Behaviour, July-August 2020, vol. 19, n° 4, pp 339-350, (in coll. with Fan Liu, Zachary Johnson, Carolyn Massiah)

Books

The Routledge Companion to Consumer Behavior

Routledge, London (in coll. with Michael R. SOLOMON)

Latin American Advances in Consumer Research

Association for Consumer Research (in coll. with E. GONZALEZ)

Brick & Mortar Shopping in the 21st Century

Psychology Press

Psycholinguistic Phenomena in Marketing Communications

Psychology Press

Chapters in edited books

Sounds Convey Meaning, The Implications of Phonetic Symbolism for Brand Name Construction

Psycholinguistic Phenomena In Marketing Communications, T. M. Lowrey (Eds), Francis & Taylor Publishing

Children’s materialism and identity development

Handbook Of Research On Identity Theory In Marketing, A. Reed and M. Forehand, Edward Elgar Publishing, 434-447

Conducting International Consumer Research with Children: Challenges and Potential Solutions

The Routledge Companion To Consumer Behavior, Michael R. Solomon, Tina M. Lowrey, Routledge, London

The Influence of Marketing Language On Brand Attitudes and Choice

The Routledge Companion To Consumer Behavior, Michael R. Solomon, Tina M. Lowrey, Routledge, London

Proceedings

Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT)

Linguistic Antecedents of Anthropomorphism

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, L. SHRUM)

Linguistic antecedents of anthropomorphism: Cultural differences in attributing humanlike states to non-human agents

Society for Consumer Psychology , 2018 , Dallas, TX (A. MECIT, L. SHRUM)

You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, L. SHRUM)

Working papers

Education

  • Ph.D., University of Illinois at Urbana-Champaign - USA
  • M. S., University of Illinois at Urbana-Champaign - USA
  • B.B.A., University of Houston - USA

Academic appointments

Academic Responsibilities at HEC

  • 2014- Member of Pedagogy Committee HEC Paris
  • 2013- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris
  • 2013- Professor HEC Paris

External Academic Responsibilities

  • 2007-2013 Visiting Professor Tulane University
  • 2005-2013 Professor of Marketing University of Texas at San Antonio

Scientific Activities

Membership in Academic or Professional Organisation

  • Member, American Academy of Advertising
  • Member, Association for Consumer Research
  • Member, Society for Consumer Psychology (APA - Division 23)

Editorial activities

  • 2013- Guest Associate Editor, Sage Open
  • 2002- Guest Editor, Special Issue "Psychology, Marketing Psycholinguistics", Psychology Marketing, 19 (7-8)
  • FWO-Expert Panel GM2: Economics, Business Economics, and Management
  • Member, Editorial Review Board, Journal of Advertising (Outstanding Review Awards, 2006 2010)
  • Member, Editorial Review Board, Journal of Consumer Psychology
  • Member, Editorial Review Board, Media Psychology
  • Member, Editorial Review Board, Psychology Marketing

  • Conference organisation

  • 2015- Co-Chair, European Marketing Academy conference, Consumer Behavior track, Leuven
  • 2014- Co-Chair, 2014 Latin American Association for Consumer Research conference, Guadalajara
  • 2013- Co-Chair, 2013 Transformative Consumer Research conference (Materialism Track), Lille