Loraine Lau-Gesk

Loraine Lau-Gesk

Associate Professor Marketing

SB2 429



PhD, UC Los Angeles

Professor Lau-Gesk’s research interests fall into two areas:

  • the influence of affect or emotions in consumer decision making
  • the role of culture and self in consumer persuasion and judgment.

In both areas, she examines how consumers evaluate, interpret and manage complex conflicting experiences or decisions often encountered in everyday consumer life. Her research focuses on complex affective experiences where multiple emotions arise within a consumer context such as in advertising or actual consumption experiences. In the second area, Professor Lau-Gesk studies consumer self complexity due to cross and within cultural influences. Past research has looked at the impact of single factors on decision making despite the fact that many real life issues and experiences are much more complex, less straightforward and mixed. Professor Lau-Gesk's work in both areas illuminates the importance of studying more complex issues by resolving conflicts in the literature and offering new, oftentimes counterintuitive, insight to existing marketing theory and practice. Professor Lau-Gesk's research appears in Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology and Marketing Letters, Journal of Behavioral Decision Making and Organizational Behavior and Human Decision Processes.

Selected Publications, News & Honors

  • Lau-Gesk, Loraine (2003), “Activating Culture Through Persuasion Appeals: An Examination of the Bicultural Consumer,” Journal of Consumer Psychology, 13 (December), 301-315, Society for Consumer Psychology Young Contributor Award, runner-up.
  • Lau-Gesk, Loraine (2005), “Understanding Consumer Evaluations to Mixed Affective Experiences,” Journal of Consumer Research, 32 (June), 23-28.
  • Drolet, Aimee, Patti Williams and Loraine Lau-Gesk (2007), “Age-Related Differences in Responses to Emotional vs. Rational Ads for Hedonic vs. Utilitarian Products,” Marketing Letters, 18 (December), 211-221, lead article.
  • Basu-Monga, Alokparna and Loraine Lau-Gesk (2007), “Blending Co-brand Personalities: An Examination of the Complex Self,” Journal of Marketing Research, 44 (3), 389-400.
  • Lau-Gesk, Loraine and Aimee Drolet (2008), “The Publicly Self Conscious Consumer: Prepared to be Embarrassed,” Journal of Consumer Psychology, 18 (2), 127-36.
  • Kramer, Thomas, Loraine Lau-Gesk, and C.Y. Chiu (2009), “The interactive effects of duality expertise and coping frames on responses to ambivalent messages,” Journal of Consumer Psychology, October, 661-672.
  • Lau-Gesk, Loraine and Joan Meyers-Levy (2009), “Emotional Persuasion: When the Valence Versus the Resource Demands of Emotions Influence Consumers’ Attitudes,” Journal of Consumer Research, December, 585-599.
  • Drolet, Aimee, Loraine Lau-Gesk, and Carol Scott (2011), “Aging Effects on Mixed Affective Experiences,” Journal of Behavioral Decision Making, July, 293-314.
  • Kramer, Thomas, Ogze Yucel, and Loraine Lau-Gesk (2011), “The Effect of Schadenfreude on Choice of Conventional versus Unconventional Options,” Organizational Behavior and Human Decision Processes, September, 140-147.
  • Mukerjee, Sayantani and Loraine Lau-Gesk (2016), "Retrospective Evaluations of Playful Experiences," Journal of Consumer Marketing, Vol 33, Issue 5, 387-395.
  • Mukherjee, Sayantani and Loraine Lau-Gesk (2016), “Coping with Sequential Conflicting Emotional Experiences,” Journal of Business Research, forthcoming.