KINGSTON, R.I. – Dec. 5, 2022 – Whether it’s the significance of coloration in advertising and marketing or the emergence of latest applied sciences like blockchain and holograms, Lauren Labrecque targets analysis that’s thrilling and well timed.
“I like to decide on issues that I’m keen about. I don’t essentially select issues as a result of I believe it’s going to get revealed,” mentioned Labrecque, an affiliate professor of promoting on the University of Rhode Island. “But if it excites me, that claims to me that others will get enthusiastic about it as properly and it’ll probably have an effect.”
That philosophy could assist clarify a brand new milestone in her comparatively younger career. Labrecque’s 31 revealed advertising and marketing papers not too long ago surpassed 5,000 citations from students who’ve referenced her work. In simply the final 5 years, her publications have been cited over 4,000 occasions, based on the web site Google Scholar.
“The impression of my analysis is essential to me,” mentioned Labrecque, who earned her Ph.D. in advertising and marketing from the University of Massachusetts at Amherst in 2010. “I have fun the 5,000 citations as a result of it’s a sign that my analysis has been valued. I believe it’s fulfilling that my work has been related to so many different students.”
Labrecque’s primary analysis pursuits embrace sensory advertising and marketing (with of deal with coloration) and expertise, which incorporates digital advertising and marketing, social media advertising and marketing, and rising applied sciences. Her work has been revealed in a number of the prime peer-reviewed tutorial journals in advertising and marketing, together with the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Retailing, and Journal of Interactive Marketing.
Among her most-cited publications, Labrecque has 4 which have been referenced greater than 700 occasions. Her most cited works are “Consumer energy: Evolution within the digital age” (2013) and “Fostering consumer-brand relationships in social media environments: The function of parasocial interplay” (2014), every with greater than 850 citations.
Labrecque adopted an uncommon path to her career in advertising and marketing academia. She initially attended the Parsons School of Design in New York City with hopes of changing into an artist. But she realized she might be “actually fortunate or a ravenous artist all my life.” After a bachelor’s diploma in communications and post-graduate research in artwork historical past and French, she earned a grasp’s diploma in digital media research on the University of Denver and have become an internet developer.
When she entered the doctoral program at UMass Amherst, each artwork and expertise influenced her analysis pursuits. Her preliminary analysis targeted on digital worlds, which has now change into a sizzling matter following Facebook’s rebranding to Meta. But for her dissertation, she turned again to artwork and researched the continued significance of coloration in advertising and marketing.
The primary ensuing paper, “Exciting crimson and competent blue: The significance of coloration in advertising and marketing” (2012) – revealed within the Journal of the Academy of Marketing Science – has garnered almost 800 citations. Another paper that stems from her dissertation, “The entrepreneurs’ prismatic palette: A assessment of coloration analysis and future instructions” (2013) – revealed in Psychology & Marketing – has garnered over 400 citations and provides a theoretical understanding of how coloration can affect customers by means of two routes – both by means of its embodied which means or its referential which means.
“Almost nobody was publishing on this space, so I believed it was ripe for the selecting. We want to speak about coloration; it impacts so many areas of promoting,” she mentioned. “In the final 10 years, there’s been an explosion of analysis on coloration in advertising and marketing. I get a variety of cites as a result of this space has been reinvigorated.”
Her curiosity in expertise has led to analysis in areas together with how digital instruments such because the Internet have empowered customers and the way customers and types construct relationships on social media by means of parasocial interactions. “I’m a nerd and I like to take a look at cutting-edge expertise,” she mentioned. “That excites me.”
She is at present researching the emergence of net 3.0 by means of blockchain expertise and the way it can revolutionize the world, alongside with different rising expertise matters reminiscent of hologram expertise, which has functions in such industries as leisure and companies.
“I’m an enormous proponent that advertising and marketing is vital for all the pieces,” she mentioned. “Color is clear, from selecting packaging to model id. But all these applied sciences have many implications for advertising and marketing. With holograms, you’re not promoting merchandise, however you’re promoting companies, reminiscent of making the service encounter extra fulfilling than simply interfacing with a pill.”
Labrecque, who joined URI’s College of Business in 2018 and is space coordinator in advertising and marketing, shares her method to analysis with the graduate college students she works with.
“One of the explanations I got here to URI is for the power to mentor Ph.D. college students,” she mentioned. “I get pleasure from working with them, and I share with them my philosophy of selecting analysis matters that excite them as a result of these are those that may make an impression.”
The College of Business has been a frontrunner in enterprise, analysis and outreach in Rhode Island since being established in 1923 by Howard Edwards, president of the then-Rhode Island State College. Accredited by the Association to Advance Collegiate Schools of Business, the College at the moment has greater than 2,300 undergraduate and about 350 graduate college students throughout 10 undergraduate majors, 9 graduate packages and three Ph.D. specializations. Throughout this tutorial 12 months, the College is celebrating its centennial.