Lauren Grewal, a doctoral candidate in marketing at the University of Pittsburgh Joseph M. Katz Graduate School of Business, recently received the American Marketing Association Consumer Behavior Special Interest Group Rising Star Award, which honors a doctoral student scholar who demonstrates a bright future in consumer behavior research.
“What’s particularly impressive about Lauren is that, in addition to being a productive, creative, and hard-working researcher, she’s shown great promise in the classroom and provided valuable service to the field,” says Cait Lamberton, Ben L. Fryrear Chair of Marketing and Associate Professor of Marketing at Katz. “Lauren displays a level of involvement, commitment, and leadership that is an outstanding model for junior scholars. I am constantly impressed.”
Lamberton, who has worked with Grewal since her first year in the doctoral program, is a co-author in two of her dissertation papers: “When Beauty is More Than Skin-Deep: Cosmetic Contagion and Consumers’ Response to Ugly Foods” and “You Are What, and with Whom, and How You Eat: Conceptualizing and Demonstrating the Importance of Food Identity.” The latter paper was co-authored with Nicole Coleman, Assistant Professor of Business Administration at Katz.
“Lauren is the driving force of each of these projects, and she has taken a clear management and leadership role in conceptualization, experimental design, and data analysis on each one,” Lamberton says.
Grewal worked with Coleman and former Katz professor Andrew Stephen, L’Oréal Professor of Marketing at the University of Oxford Saïd Business School, on her third dissertation paper, “When Using Social Media Lowers Interest in Aspirational Goods: Relationships Between Self-Concept, Ownership, and Identity Signaling.” Her fourth paper “In Mobile We Trust: How Mobile Reviews Can Overcome Consumer Distrust of User-Generated Reviews,” is under second-round review at the Journal of Marketing Research.
“Cait is an amazing dissertation advisor who is always willing to give me advice both on research and on life. She and Nicole are wonderful co-authors who taught me how to be a researcher and they have spent countless hours mentoring me. I really owe everything I’ve accomplished to them for their support and guidance,” Grewal says.
Grewal began her research work as an undergraduate at Brandeis, which led to her first published paper, “Age Differences in Self-Referencing: Evidence for Common and Distinct Encoding Strategies” in Brain Research in 2015.
“Over the last three years, Lauren has been nothing short of a research powerhouse. She currently has four manuscripts in the review process at three top marketing journals, which indicates how her work has a breadth of appeal that goes across the field and is not just suitable only for one particular journal,” Lamberton says.
Grewal’s research interests lie at the intersections of identity and consumption, social media and technology, and business and public policy.
At Katz, Grewal has served as president of the Doctoral Student Association, led a successful lobbying effort to secure fifth-year funding for students, and will participate as the PhD representative on the University Planning and Budget Committee. Additionally, she has been an active manager in the behavioral lab, has trained research assistants, and helped others collect data on many occasions.
“I’ve been extremely fortunate to work with such amazing faculty,” Grewal says. “Across the marketing department, all of the faculty have helped me improve my research abilities or have given me advice on teaching. I’m truly so grateful that I am surrounded by such intelligent, hardworking, and kind people.”