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Faculty Directory

Lauren Grewal

Assistant Professor of Business Administration





Personal Website



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

Ad-Hoc Reviewer

  • Journal of Consumer Research
    • Reviewer, August 2018–present
    • Trainee Reviewer, August 2016–July 2018
  • Journal of Marketing, September 2018–present
  • Journal of the Academy of Marketing Science, April 2020–present
  • Journal of Consumer Psychology, May 2019–present
  • International Journal of Research in Marketing, January 2019–present
  • Journal of Public Policy and Marketing, September 2016–present


  • Invited Marketing Strategy Consortium Fellow, 2020
  • John A. Howard AMA Doctoral Dissertation Award Honorable Mention, 2018
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2017
  • Ben L. Fryrear Competitive Student Fellowship for 5th Year Funding, 2017-2018
  • MSI Research Grant for $4,000, 2017
  • Robert Perloff Doctoral Student Award, 2017
  • MSI Alden G. Clayton Dissertation Proposal Honorable Mention, 2016
  • MA CBSIG Rising Star Award, 2016-2017
  • University of Pittsburgh Honors College: Student Honoree, 2015
  • Women in Marketing Leadership Conference – invited participant, 2015
  • Qualtrics Behavioral Research Grant, 2015
  • Sheth Fund Recipient, 2015, 2016, 2017
  • Roger S. Albrandt Sr. Fellowship Award, 2013 – 2017
  • Small Dean's Research Grants, University of Pittsburgh, 2013, 2014, 2015, 2016, 2017
  • Research Circle on Democracy and Cultural Pluralism Grant, Brandeis University, 2013

Working Papers

  • With C. Lamberton, “You are What (and How, and with Whom) You Eat: Effects of Food Identity”
  • With E. Wu and K. Cutright, “Grateful for What God Gave Me: How God Salience Affects the Desire for Self-Improvement Products.”
  • With F. Ordenes, D. Grewal, and P. Sarantopoulos, “Complaint Resolution in Digital Text-Based Channels: How Employee Assertiveness and Linguistic Style Matching Can Offset Negative Customer Sentiment.”
  • With R. Schroll and D. Grewal, “Bored Out of Your (Human) Mind: When and Why Boredom Decreases Prosocial Behavior.”
  • With A. Stephen and Y. Bart, “Managing Online Venting: The Impact of Temporal Distance on the Perception of Negative Online Reviews.”
  • With P. Liu and E. Baskin, “Goal Pursuit Recommendations and Self-Conscious Emotions: Why and When the Form of Recommendation Affects Closeness and Motivation.”

Selected Publications