Faculty Directory

Lauren Grewal

Associate 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


Digital and Social Media Marketing (Graduate)
Diversity in Digital Excellence Program (Executive Education)
Principles of Marketing (Undergraduate)


Lauren S. Grewal is an associate 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

  • Associate Professor of Business Administration, July 2022–present
  • Daniel R. Revers T’89 Faculty Fellow, July 2022–June 2023
  • Assistant Professor, Tuck School of Business, July 2018–June 2022
  • Harvey H. Bundy III T’68 Faculty Fellow, July 2021–June 2022

Editorial positions

Ad-Hoc Reviewer

  • Journal of Consumer Research
    • Editorial Review Board Member, July 2022–present
    • Reviewer, August 2018–present
    • Trainee Reviewer, August 2016–July 2018
  • Journal of Marketing, September 2018–present
  • Journal of Marketing Research, 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


  • American Marketing Association Summer Conference, Co-chair, 2024
  • CB Track Chair for Working Papers, Asia-Pacific Association for Consumer Research Conference, 2024
  • AMS Sheth Foundation Best Paper Award Finalist, 2020
  • AMA-EBSCO Responsible Research in Marketing Award Finalist, 2020-21
  • AMA-MRSIG Don Lehmann Award, Honorable Mention for best dissertation-based paper in the Journal of Marketing or the Journal of Marketing Research in 2019
  • 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 A. T. Stephen and Y. Bart, “Managing Online Venting: The Impact of Temporal Proximity Cues on the Perception of Negative Online Reviews.”
  • With Dhruv, S. Ludwig, D. Herhausen, F. V. Ordenes, and T. Bohling, “Complaint Resolution in Digital Text-Based Channels: How Employee Assertiveness and Linguistic Style Matching Can Offset Negative Customer Sentiment.” 
  • With P. Vana and A. T. Stephen, “Brands in Unsafe Places: Effects of Brand Safety Incidents on Brand Outcomes.”
  • With *Wu, Freeman, H. van der Sluis, and A. Krishna, “Where You Say It Matters: How Firms Convey Public Stances on Social Media Impacts Their Perceived Commitment to Political Advocacy.”

Selected Publications