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Tina LOWREY

Professor

Marketing

Member of Pedagogy Committee
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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

Reconceptualizing materialism as identity goal pursuits: Functions, processes, and consequences

Journal of Business Research, August 2013, vol. 66, n° 8, pp 1179-1185, (in coll. with L. SHRUM, N. WONG, F. ARIF, S. CHUGANI, A. GUNZ, A. NAIRN, M. PANDELAERE, S. ROSS, A. RUVIO, K. SCOTT, J. SUNDIE)

Sound symbolism effects across languages: Implications for global brand names

International Journal of Research in Marketing, September 2012, vol. 29, n° 3, pp 275-279, (in coll. with L. SHRUM, D. LUNA, D. B. LERMAN, M. LIU)

Phonetic Symbolism and Children’s Brand Name Preferences

Journal of Consumer Marketing, 2011, vol. 28, n° 7, pp 516-523, (in coll. with S. BAXTER)

Rethinking Materialism: A Process View and Some Transformative Consumer Research Implications

Journal of Research for Consumers, 2011, vol. 19, (in coll. with N. WONG, L. SHRUM, F. ARIF, S. CHUGANI, A. GUNZ, A. NAIRN, M. PANDELAERE, S. ROSS, A. RUVIO, K. SCOTT, J. SUNDIE)

Beyond Brands: Happy Adolescents See the Good in People

Journal of Positive Psychology, 2010, vol. 5, n° 5, pp 342-354, (in coll. with L. G. CHAPLIN, W. BASTOS)

The Development of Consumer- Based Consumption Constellations in Children

Journal of Consumer Research, February 2010, vol. 36, n° 5, pp 757-777, (in coll. with L. N. CHAPLIN)

The Effectiveness of Cigarette Warning Label Fear Threats on Non-Smoking Adolescents

Journal of Consumer Affairs, Summer 2009, vol. 43, n° 2, pp 332-345, (in coll. with L. L. SABBANE, J. C. CHEBAT)

Phonetic Symbolism and Brand Name Preference

Journal of Consumer Research, October 2007, vol. 34, n° 3, pp 406-414, (in coll. with L. SHRUM)

The Relation Between Script Complexity and Commercial Memorability

Journal of Advertising, 2006, vol. 35, n° 3, pp 7-15,

Shopping with Consumers: Reflections and Innovations

Qualitative Market Research, 2005, vol. 8, n° 2, pp 176-188, (in coll. with C. C. OTNES, M. A. MCGRATH)

Chapters edited in books

Proceedings

The Role of Assimilation and Individuation in Teen Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study

2015 Global Fashion Management Conference at Florence Proceedings , 2015 , Florence (S. GENTINA, L. SHRUM)

Consumer Judgments as a Function of Social Class

Advances in Consumer Research , 2014 , 41 (J. LEE, L. SHRUM)

The Sound of Success: Sound Symbolism's Effect on Stock Performance During First Year of Trading

Advances in Consumer Psychology , 2014 , Miami (S. ROCHE, L. SHRUM)

What's in a name ? sound symbolism of stock ticker symbols predict stock performance

Advances in Consumer Research , 2014 , 42 (S. ROCHE, L. SHRUM)

Working papers

Scientific articles

Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation

Journal of Business Research, March 2016, vol. 69, n° 3, pp 1182–1189, (in coll. with A. KRONROD)

Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers

Journal of Business Research, December 2016, vol. 69, n° 12, pp 5785-5792, (in coll. with E. GENTINA, L. SHRUM)

Communicating product size using sound and shape symbolism

Journal of Product and Brand Management, 2015, vol. 24, n° 5, pp 472-480, (in coll. with S. BAXTER, J. ILICIC, A. KULCZYNSKI)

Identity-Based Motivations and Anticipated Reckoning: Contributions to Gift-Giving Theory from an Identity-Stripping Context

Journal of Consumer Psychology, July 2015, vol. 25, n° 3, pp 431-448, (in coll. with J. G. KLEIN, C. C. OTNES)

Proceedings

The Role of Assimilation and Individuation in Teen Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study

2015 Global Fashion Management Conference at Florence Proceedings , 2015 , Florence (S. GENTINA, L. SHRUM)

Consumer Judgments as a Function of Social Class

Advances in Consumer Research , 2014 , 41 (J. LEE, L. SHRUM)

The Sound of Success: Sound Symbolism's Effect on Stock Performance During First Year of Trading

Advances in Consumer Psychology , 2014 , Miami (S. ROCHE, L. SHRUM)

What's in a name ? sound symbolism of stock ticker symbols predict stock performance

Advances in Consumer Research , 2014 , 42 (S. ROCHE, L. SHRUM)

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 responsabilities at HEC

  • 2014- Member of Pedagogy Committee HEC Paris
  • 2013- Member of GREGHEC (CNRS) HEC Paris
  • 2013- Professor HEC Paris

External Academic Responsabilities

  • 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