Skip to main content
About HEC About HEC
Summer School Summer School
Faculty & Research Faculty & Research
Master’s programs Master’s programs
Bachelor Programs Bachelor Programs
MBA Programs MBA Programs
PhD Program PhD Program
Executive Education Executive Education
HEC Online HEC Online
About HEC
Overview Overview
Who
We Are
Who
We Are
Egalité des chances Egalité des chances
HEC Talents HEC Talents
International International
Sustainability Sustainability
Diversity
& Inclusion
Diversity
& Inclusion
The HEC
Foundation
The HEC
Foundation
Campus life Campus life
Activity Reports Activity Reports
Summer School
Youth Programs Youth Programs
Summer programs Summer programs
Online Programs Online Programs
Faculty & Research
Overview Overview
Faculty Directory Faculty Directory
Departments Departments
Centers Centers
Chairs Chairs
Grants Grants
Knowledge@HEC Knowledge@HEC
Master’s programs
Master in
Management
Master in
Management
Master's
Programs
Master's
Programs
Double Degree
Programs
Double Degree
Programs
Bachelor
Programs
Bachelor
Programs
Summer
Programs
Summer
Programs
Exchange
students
Exchange
students
Student
Life
Student
Life
Our
Difference
Our
Difference
Bachelor Programs
Overview Overview
Course content Course content
Admissions Admissions
Fees and Financing Fees and Financing
MBA Programs
MBA MBA
Executive MBA Executive MBA
TRIUM EMBA TRIUM EMBA
PhD Program
Overview Overview
HEC Difference HEC Difference
Program details Program details
Research areas Research areas
HEC Community HEC Community
Placement Placement
Job Market Job Market
Admissions Admissions
Financing Financing
FAQ FAQ
Executive Education
Home Home
About us About us
Management topics Management topics
Open Programs Open Programs
Custom Programs Custom Programs
Events/News Events/News
Contacts Contacts
HEC Online
Overview Overview
Executive programs Executive programs
MOOCs MOOCs
Summer Programs Summer Programs
Youth programs Youth programs

L. J. SHRUM

Professor

Marketing

 Profile picture

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

The Effects of Social Media Consumption on Adolescent Psychological Well-Being

The Journal of the Association for Consumer Research, April 2024, vol. 9, n° 2, pp 119-140, (in coll. with E. FUMAGALLI, T. LOWREY)

A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

Journal of Consumer Marketing, 2024, vol. 41, n° 4, pp 369-377, (in coll. with N. Rustagi)

The metaverse and consumer psychology: An introduction to Research Dialogue

Journal of Consumer Psychology, January 2024, vol. 34, n° 1, pp 140-141,

Shockvertising: The effect of disgust exposure on viewers’ nonconscious behavioral responses

Current Research in Ecological and Social Psychology, 2024, vol. 6, pp 100172, (in coll. with E. Fumagalli)

Materialism and Life Satisfaction Relations Between and Within People Over Time: Results of a Three-Wave Longitudinal Study

Journal of Consumer Psychology, July 2023, vol. 33, n° 3, pp 591-601, (in coll. with E. D. T. JASPERS, M. PANDELAERE, R. G. M. PIETERS)

Causes and consequences of missed opportunities for prosociality: Introduction to Research Dialogue

Journal of Consumer Psychology, January 2023, vol. 33, n° 1, pp 197-198,

Men Engage in Self-Deceptive Enhancement Whereas Women Engage in Impression Management

Psychology and Marketing, July 2023, vol. 40, n° 7, pp 1405-1416, (in coll. with A. LALWANI, H. LEE, M. VISWANATHAN)

Coping with loneliness through consumption

Journal of Consumer Psychology, April 2023, vol. 33, n° 2, pp 441-465, (in coll. with E. Fumagalli, T. LOWREY)

Brands and Social Justice Movements: The Effects of True vs. Performative Allyship on Brand Evaluation

The Journal of the Association for Consumer Research, January 2023, vol. 8, n° 1, pp 1-12, (in coll. with N. SPIELMANN, S. DOBSCHA)

Addressing the Cause-Related Marketing Paradox for Luxury Brands to Increase Prosocial Behavior and Well-Being

Journal of Macromarketing, December 2022, vol. 42, n° 4, pp 624-629, (in coll. with S. Kim, K. Park)

Books

The Psychology of Entertainment Media

Blurring the Lines Between Entertainment and Persuasion- Routledge, London

The Psychology of Entertainment Media

Blurring the Lines Between Entertainment and Persuasion- Erlbaum Psych Press

Chapters in edited books

Language and consumer psychology.

Apa Handbook Of Consumer Psychology, L. R. Kahle, T. M. Lowrey, J. Huber, American Psychological Association_APA, IV , 451-470

Fulfilling identity motives through luxury consumption

Research Handbook On Luxury Branding, F. Morhart, K. Wilcox, S. Czellar, Edward Elgar Publishing, II , 57-74

Sounds Convey Meaning, The Implications of Phonetic Symbolism for Brand Name Construction

Psycholinguistic Phenomena In Marketing Communications, T. M. Lowrey (Eds), Francis & Taylor Publishing

Children’s materialism and identity development

Handbook Of Research On Identity Theory In Marketing, A. Reed and M. Forehand, Edward Elgar Publishing, 434-447

The Influence of Marketing Language On Brand Attitudes and Choice

The Routledge Companion To Consumer Behavior, Michael R. Solomon, Tina M. Lowrey, Routledge, London

Cultivation Theory: Effects and Underlying Processes

The International Encyclopedia Of Media Effects, Patrick Rössler, Cynthia A. Hoffner, Liesbet van Zoonen, John Wiley & Sons US

The Aesthetics of Brand Name Design: Form, Fit, Fluency, and Phonetics

The Psychology Of Design : Creating Consumer Appeal, R. Batra, C. Seifert, D. Brei (Eds), Routledge, London, 180-196

Culture and Self-Regulation: The Influence of Self-Construal on Impulsive Consumption

The Routledge Companion To Identity And Consumption, Russell Belk, Ayalla R. Ruvio (Eds), Routledge, New York, 235-243

Self-Threats and Consumption

The Routledge Companion To Identity And Consumption, Russell Belk, Ayalla R. Ruvio (Eds), Routledge, New York, 216-224

Proceedings

Linguistic Antecedents of Anthropomorphism

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, T. LOWREY)

Linguistic antecedents of anthropomorphism: Cultural differences in attributing humanlike states to non-human agents

Society for Consumer Psychology , 2018 , Dallas, TX (A. MECIT, T. LOWREY)

You run when time flies: Time metaphors affect inferences from the speed of time

SIM Doctoral & Research Colloquium , 2018 , Florence (A. MECIT, Tina M. LOWREY)

You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, T. LOWREY)

Working papers

Scientific articles

A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption

Journal of Consumer Marketing, 2024, vol. 41, n° 4, pp 369-377, (in coll. with N. Rustagi)

Shockvertising: The effect of disgust exposure on viewers’ nonconscious behavioral responses

Current Research in Ecological and Social Psychology, 2024, vol. 6, pp 100172, (in coll. with E. Fumagalli)

The Effects of Social Media Consumption on Adolescent Psychological Well-Being

The Journal of the Association for Consumer Research, April 2024, vol. 9, n° 2, pp 119-140, (in coll. with E. FUMAGALLI, T. LOWREY)

The metaverse and consumer psychology: An introduction to Research Dialogue

Journal of Consumer Psychology, January 2024, vol. 34, n° 1, pp 140-141,

Books

The Psychology of Entertainment Media

Blurring the Lines Between Entertainment and Persuasion- Routledge, London

The Psychology of Entertainment Media

Blurring the Lines Between Entertainment and Persuasion- Erlbaum Psych Press

Chapters in edited books

Language and consumer psychology.

Apa Handbook Of Consumer Psychology, L. R. Kahle, T. M. Lowrey, J. Huber, American Psychological Association_APA, IV , 451-470

Fulfilling identity motives through luxury consumption

Research Handbook On Luxury Branding, F. Morhart, K. Wilcox, S. Czellar, Edward Elgar Publishing, II , 57-74

Sounds Convey Meaning, The Implications of Phonetic Symbolism for Brand Name Construction

Psycholinguistic Phenomena In Marketing Communications, T. M. Lowrey (Eds), Francis & Taylor Publishing

Children’s materialism and identity development

Handbook Of Research On Identity Theory In Marketing, A. Reed and M. Forehand, Edward Elgar Publishing, 434-447

Proceedings

Linguistic Antecedents of Anthropomorphism

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, T. LOWREY)

Linguistic antecedents of anthropomorphism: Cultural differences in attributing humanlike states to non-human agents

Society for Consumer Psychology , 2018 , Dallas, TX (A. MECIT, T. LOWREY)

You run when time flies: Time metaphors affect inferences from the speed of time

SIM Doctoral & Research Colloquium , 2018 , Florence (A. MECIT, Tina M. LOWREY)

You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

2018 Association for Consumer Research conference , 2018 , Dallas, Texas (A. MECIT, T. LOWREY)

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

  • 2018-2023 Department Head, Marketing HEC Paris
  • 2013- Member of GREGHEC, the joint research laboratory CNRS-HEC Paris HEC Paris
  • 2013- Professor HEC Paris
  • 2000-2000 Visiting Professor HEC Paris

External Academic Responsibilities

  • 2008-2013 Chair, Department of Marketing, University of Texas at San Antonio University of Texas at San Antonio
  • 2005-2013 Professor of Marketing, University of Texas at San Antonio University of Texas at San Antonio
  • 2010- Visiting Professor, University of Sydney University of Sydney
  • 2008- Visiting Professor, Tulane University Tulane University
  • 2007- Visiting professor, Tulane University Tulane University
  • 2002-2005 Associate Professor of Marketing, University of Texas at San Antonio University of Texas at San Antonio
  • 2004- Visiting Associate Professor, Hong Kong University of Science and Technology Hong Kong University of Science and Technology
  • 1998-2002 Associate Professor, Rutgers University Rutgers University
  • 2001- Associate Visiting Professor, Stern School of Business Leonard N. Stern School of Business
  • 1999-2000 Vice Chair, dpt of Marketing, Rutgers University Rutgers University
  • 1992-1998 Assistant Professor of Marketing, Rutgers University Rutgers University

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
  • 2012- Editorial Board Member, Journal of Consumer Research
  • 2011- Member, Journal of Consumer Research Policy Board (President, 2014; Vice President, 2014)
  • 2004-2008 Editorial Board Member, Journal of Broadcasting Electronic Media
  • 2003- Editorial Board Member, Journal of Consumer Psychology
  • 2003- Editorial Board Member, Journal of Communication
  • 2003- Editorial Board Member, Human Communication Research
  • 2003- Editorial Board Member, Communication Monographs
  • 2001-2007 Editorial Board Member, Media Psychology

  • Awards & honors

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