Barbara Loken is the David C. McFarland Professor of Marketing at the Carlson School of Management at the University of Minnesota. She is a recognized expert in the fields of branding and consumer psychology and is both a Professor in the marketing program and an Adjunct Professor in the psychology department at the University of Minnesota. Her research has been featured extensively in business and popular press and has been published in dozens of peer-reviewed journals including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. Dr. Loken obtained her Ph.D. in Social Psychology from the University of Illinois at Urbana-Champaign, and her MA in Psychology from New York University.