Faculty Directory

Lauren Grewal

Assistant Professor of Marketing





PhD, University of Pittsburgh, Katz Graduate School of Business, 2018; BA, Brandeis University, 2013

Areas of Expertise

Marketing, consumer behavior, digital and social media marketing


Lauren S. Grewal is an assistant professor in Tuck's Marketing group. Professor Grewal’s research examines identity-based consumption, how consumers use and process digital and social media, and consumer well-being. She uses a multi-method approach of behavioral experiments, real-world data, and field studies.

Current Research Topics

  • Identity-based consumption
  • Digital and social media marketing
  • Consumer well-being

Professional Activities

Academic positions

  • Assistant Professor, Tuck School of Business, 2018–present
  • Instructor, University of Pittsburgh, 2016–17

Editorial positions


  • Journals: Journal of the Association of Consumer Research, Journal of Consumer Research, Journal of Public Policy and Marketing
  • Conferences: Association for Consumer Research, Society for Consumer Psychology 


  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2017
  • Ben L. Fryrear Competitive Student Fellowship for fifth-year funding, 2017–18
  • Robert Perloff Doctoral Student Award, 2017
  • MSI Research Grant recipient, 2017
  • MSI Alden G. Clayton Dissertation Proposal honorable mention winner, 2016
  • AMA CBSIG Rising Star Award co-recipient, 2016–17

Working Papers

  • With A. Stephen and N.V. Coleman, “When Posting About Products in Social Media Backfires: The Negative Effects of Consumer Identity-Signaling on Desire to Purchase”
  • With A. Stephen, “In Mobile We Trust: How Mobile Reviews Influence Consumer’s Purchase Intentions”
  • With C. Lamberton and N.V. Coleman, “You are What (and How, and With Whom) You Eat: Effects of Food Identity on Preferences, Choice, and Consumption”
  • With J. Hmurovic, C. Lamberton, and R.W. Reczek, “The Self-Perception Connection: Why Consumers Devalue Unattractive Produce”
  • With P. J. Liu and E. Baskin, “Health Product Recommendations and Feeling Self-Conscious: Why and When the Form of Recommendation Matters”
  • With M. Steffel and D. Grewal, “When Giving Thanks Means More: The Impact of Publicly versus Privately Sharing Gratitude in Gift-Giving”
  • With E. Wu and K. Cutright, “The Role of Religion on Interest in Self-Improvement Products”

Selected Publications

  • With A.H. Gutchess, R. Sokal, J.A. Coleman, G. Gotthilf, and N. Rosa, “Age Differences in Self-Referencing: Evidence for Common and Distinct Encoding Strategies,” Brain Research, 2015