L. J. SHRUM

Emeritus Professor

Marketing

shrum@hec.fr http://www.ljshrum.com
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Biography

L. J. Shrum is Professor of Marketing at HEC Paris. He holds a Ph.D. in Communications and a M.S. in Advertising from the University of Illinois at Urbana-Champaign, and a B.B.A. in Finance from the University of Houston. He was previously a faculty member at the University of Texas at San Antonio and at Rutgers University. He has also taught at the Wharton School at the University of Pennsylvania, has been a visiting scholar at Hong Kong University of Science and Technology, School of Business and Management, and has held visiting professor positions at the NYU Stern School of Business, Tulane University, HEC Paris, and University of Sydney.



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. His research has appeared in leading journals in marketing, psychology, and communication, including Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Personality and Social Psychology Bulletin, Human Communication Research, and Public Opinion Quarterly, as well as numerous edited books. The second edition of his edited volume The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, was published in 2012. His research has received a number of awards, including a Best Article Award from the Journal of Consumer Research (1997), finalist for Best Article Award from Journal of Consumer Research (1998), and honorable mention for the 1998 Ferber Award for best article based on a dissertation published in Journal of Consumer Research. He is past president of the Society for Consumer Psychology, and currently serves on the editorial review boards of Journal of Consumer Research, Journal of Consumer Psychology, and Media Psychology.

Scientific articles

Alternative Rating Procedures for the Measurement of Personal Values

Public Opinion Quarterly, 2000, vol. 64, n° 3, pp 271-298, (in coll. with J. MCCARTY)

Television and Persuasion: Effects of the Programs Between the Ads

Psychology and Marketing, 1999, vol. 16, n° 2, pp 119-140,

The Relationship of Television Viewing with Attitude Strength and Extremity: Implications for the Cultivation Effect

Media Psychology, 1999, vol. 1, pp 3-25,

The Effects of Television Consumption on Social Perceptions: The Use of Priming Procedures to Investigate Psychological Processes

Journal of Consumer Research, 1998, vol. 24, n° 4, pp 447-458, (in coll. with R. WYER, T. O'GUINN)

Toward an Understanding of Consumer Ambivalence

Journal of Consumer Research, 1997, vol. 24, n° 1, pp 80-93, (in coll. with C. OTNES, T. LOWREY)

The Role of Source Confusion in Cultivation Effects May Depend on Processing Strategy: A Comment on Mares (1996)

Human Communication Research, 1997, vol. 24, n° 2, pp 349-358,

The Role of Television in the Construction of Consumer Social Reality

Journal of Consumer Research, 1997, vol. 23, n° 4, pp 278-294, (in coll. with T. O'GUINN)

Measuring the Importance of Positive Constructs: A Test of Alternative Rating Procedures

Marketing Letters, 1997, vol. 8, n° 2, pp 239-250, (in coll. with J. MCCARTY)

Psychological Processes Underlying Cultivation Effects: Further Tests of Construct Accessibility

Human Communication Research, 1996, vol. 22, n° 4, pp 482-509,

Assessing the Social Influence of Television: A Social Cognition Perspective

Communication Research, 1995, vol. 22, n° 4, pp 402-429,

Books

Chapters in edited books

Proceedings

Working papers

Scientific articles

Is Nestlé a Lady? The Feminine Brand Name Advantage

Journal of Marketing, November 2021, vol. 85, n° 6, pp 101-117, (in coll. with R. Pogacar, J. Angle, T. LOWREY, F. R. Kardes)

The Cultivation of Parent and Child Materialism: A Parent-Child Dyadic Study

Human Communication Research, July 2021, vol. 47, n° 3, pp 284-308, (in coll. with C. A. RUSSEL)

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, September 2020, vol. 37, n° 3, pp 572-586, (in coll. with L. N. CHAPLIN, T. LOWREY, A. A. RUVIO, K. D. VOHS)

Undermining the Restorative Potential of Compensatory Consumption: A Product’s Explicit Identity Connection Impedes Self-Repair

Journal of Consumer Research, June 2019, vol. 46, n° 1, pp 119-139, (in coll. with N. RUSTAGI)

Books

Chapters in edited books

Proceedings

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

  • 2025- Emeritus Professor HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

  • President, Society for Consumer Psychology
  • Association for Consumer Research
  • American Academy of Advertising
  • International Communication Association
  • Society for Consumer Psychology
  • Society for Personality and Social Psychology

Editorial activities

  • 2013 Guest Associate Editor, Journal of Marketing Research

    • Awards & honors

    • 2024 Society of Consumer Psychology (SCP) Fellow Award 2024