Stanford Experts

Jennifer Aaker

Professor, Graduate School of Business


(650) 724-4440



Dr. Jennifer Aaker is a behavioral psychologist, author, and the General Atlantic Professor at Stanford Graduate School of Business. Her research focuses on the psychology of time, money and happiness — specifically how people choose to spend their time and money and how those choices drive lasting happiness. She is the recipient of the Distinguished Scientific Achievement Award from the Society for Consumer Psychology and the Stanford Distinguished Teaching Award. Noted for her early work on the dimensions of brand personality, Dr. Aaker’s current research focuses on the differences between happiness and meaning, the power of story in decision-making, and how to build global brands across cultures. At Stanford, she teaches The Innovation Playbook, Power of Story, Designing for VR/AR: Scaling Empathy in an Immersive World, and Rethinking Purpose. More recently, she has begun to teach Humor: Serious Business. Unanimously voted the least funny person in her family, she is definitely not teaching this class out of spite.

Research interests:

  • Time, Money and Happiness
  • The Power of Story
  • Global Brand Building
  • Emotions, Goals and Health
  • The Psychology of Giving