Tuck's COVID-19 Response

Faculty Directory

Lauren Grewal

Assistant Professor of Business Administration








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

  • Journals: Journal of Consumer Research, Journal of Public Policy and Marketing, Journal of Marketing Research, Journal of Marketing
  • Conferences: Society for Consumer Psychology, Association for Consumer Research, American Marketing Association, CBSig Conference on Managerially Relevant Consumer Insights
  • Grants: Foundation for Food and Agriculture Research


  • John A. Howard AMA Doctoral Dissertation Award Honorable Mention, 2018
  • 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 C. Lamberton and N. Verrochi Coleman, “You are What (and How, and with Whom) You Eat: Effects of Food Identity”
  • With P. Liu, and E. Baskin, “Goal Pursuit Recommendations and Self-Conscious Emotions: Why and When the Form of Recommendation Affects Closeness and Motivation”
  • With M. Steffel and D. Grewal, “When Giving Thanks Means More: The Impact of Publicly versus Privately Sharing Gratitude in Gift-Giving”
  • With F. Ordenes, D. Grewal, and P. Sarantopoulos, “E-care: The Impact of Dialogue Dynamics in Online Service Resolution”

Selected Publications