Lauren Labrecque

  • Professor and Area Coordinator
  • Marketing
  • Phone: 401.874.2664
  • Email:
  • Office Location: 226, Ballentine Hall



Lauren Labrecque is a Professor of Marketing at the University of Rhode Island. Her primary research interests include sensory marketing (focus on color) and digital marketing (including digital empowerment, consumer privacy, social media engagement, and parasocial interactions).

Her research has been published in peer-reviewed academic journals including Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Interactive Marketing, Psychology & Marketing, andMarketing Letters. Dr. Labrecque serves on the editorial board of the Journal of Interactive Marketing, Psychology & Marketing, Journal of Business Research, and Journal of Research in Interactive Marketing.

Prior to joining URI, Lauren worked as Associate Professor of Marketing at Loyola University Chicago. Professor Labrecque earned her Ph.D. in Marketing (Business Administration) from the University of Massachusetts, Amherst in 2010.


Sensory Marketing and Design (focus on color), Digital Marketing (Social Media, Consumer Empowerment, Parasocial Relationships, Blockchain, Consumer Privacy, Data Breaches), and Branding



Ph.D. Marketing
September 2006 – May 2010 University of Massachusetts Amherst, MA

MBA Coursework
January 2005 – May 2006 University of Massachusetts Amherst, MA

MA Digital Media Studies
September 2001 – June 2003 University of Denver Denver, CO

Post-Graduate Studies
in Art History & French
September 2000 – June 2001 American University of Paris Paris, France

BA Communications
September 1997 – December 1999 Worcester State University Worcester, MA

Selected Publications

Quoted in
Celebrity Endorsers and Parasocial Relationships for CBC, podcast
CNN article: How M & M is making the most of its spokescandies controversy
BBC article: June 2, 2022 Why your favourite colour is probably blue


Swani, Kunal and Lauren I. Labrecque (2020) “Like, Comment, or Share? Self-presentation vs. Brand Relationships as Drivers of Social Media Engagement Choices,” Marketing Letters, (;

Labrecque, Lauren I., Kunal Swani, and Andrew T. Stephen (2020), “The impact of pronoun choices on consumer engagement actions: Exploring top global brands’ social media communications,” Psychology & Marketing, forthcoming,

Labrecque, Lauren I., Ereni Markos, and Aron Darmody (2019), “Addressing Online Behavioral Advertising and Privacy Implications: A Comparison of Passive versus Active Learning Approaches,” Journal of Marketing Education, forthcoming,

Markos, Ereni, Lauren I. Labrecque, and George R. Milne (2018), “Understanding Information Sensitivity: Perceptions of Anonymous and Personal Identifying Information across Different Viewers,” Journal of Interactive Marketing, 42, 46-62.

Drenten, Jenna, Kristy McManus, and Lauren I. Labrecque (2017), “Graves, gifts, and the bereaved consumer: a restorative perspective of gift exchange,” Consumption, Markets, and Culture, 20(5), 423-455.

Yuksel, Mujde and Lauren I. Labrecque (2016), “’Digital Buddies’: Parasocial Interactions in Social Media,” Journal of Research in Interactive Marketing, 10(4), 305-320.

Biswas, Dipayan, Lauren I. Labrecque, Donald R. Lehmann, and Ereni C. Markos (2014), “Making Choices while Smelling, Tasting, and Listening: The Role of Sensory Similarity or Dissimilarity when Sequentially Sampling Products,” Journal of Marketing, 78(1), 112-126.

Labrecque, Lauren I. (2014), “Fostering Consumer-Brand Relationships in Social Media Environments: The Role of Parasocial Interaction”, Journal of Interactive Marketing, 28(2), 134-148.

Labrecque, Lauren I., Jonas vor dem Esch, Charla Mathwick, Thomas P. Novak, and Charles F. Hofacker (2013), “Consumer Power: Evolution in the Digital Age,” Journal of Interactive Marketing, 27(4), 257-269.

Labrecque, Lauren I., Vanessa M. Patrick, and George R. Milne (2013), “The Marketers’ Prismatic Palette: A Review of Color Research And Future Directions,” Psychology & Marketing, 30(2), 187-202.

Barger, Victor A. and Lauren Labrecque (2013), “An Integrated Marketing Communications Perspective on Social Media Metrics,” International Journal of Integrated Marketing Communications, Spring.

Labrecque, Lauren I. and George R. Milne (2013), “To Be Or Not To Be Different: Exploration Of Norms And Benefits Of Color Differentiation In The Marketplace,” Marketing Letters, 24(2), 165-176.

Rosenbaum, Mark S., Ioana Moraru, and Lauren I. Labrecque (2013), “A Multicultural Service Sensitivity Exercise for Marketing Students,” Journal of Marketing Education, 35(1), 5-17.

Labrecque, Lauren I. and George R. Milne (2012), “Exciting Red and Competent Blue: The Importance of Color in Marketing,” Journal of the Academy of Marketing Science, 40(5), 711-727.

Labrecque, Lauren I., George R. Milne, James W. Peltier, and Joseph E. Phelps (2012), “The Viability of Removing Personal Information from Online White Page Directories: Are Consumer Perceptions Aligned with Reality?.” Journal of Consumer Affairs, 46(2), 345-356.

Shultz, Don E., Martin P. Block, and Lauren I. Labrecque (2012), “Consumer Retailer Preference and Facebook: Friends or Foes?,” International Journal of Integrated Marketing Communications, June, 7-18.

Khare, Adwait, Lauren I. Labrecque, and Anthony K. Asare (2011), “The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings,” Journal of Retailing, 87(1), 111-126.

Labrecque, Lauren I., Ereni C. Markos, and George R. Milne (2011), “Online Personal Branding: Processes, Challenges, and Implications,” Journal of Interactive Marketing, 25(1), 37-50.

Labrecque, Lauren I., Anjala S. Krishen and Stephan Grzeskowiak (2011), “Exploring Social Motivations for Brand Loyalty: Conformity versus Escapism,” Journal of Brand Management, 18(May), 457-472.

Nagpal, Anish, Adwait Khare, Tilottama Chowdhury, Lauren I. Labrecque, and Ameet Pandit (2011), “The Impact of the Amount of Available Information on Decision Delay: The Role of Common Features,” Marketing Letters, 22(4), 405-421.

Labrecque, Lauren I., George R. Milne, Jimmy Peltier, Joseph E. Phelps, and David Thompson (2011), “Oops I did it Again: What Students Need to Know about Managing Information in a Social Media World,” Journal of Advertising Education, 15(1).
Milne, George R., Lauren I. Labrecque, and Cory Cromer (2009), “Toward an Understanding of the Online Consumer’s Risky Behavior and Protection Practices,” Journal of Consumer Affairs, 43(3) 452-476.

Brashear, Thomas G., Anthony K. Asare, Lauren Labrecque, and Paulo Cesar Motta (2008), “A Framework for Social Responsible Retailing (SRR) Business Practices,” Revista de Administração FACES Journal, 7(2), 11-28.