BI researcher wins award for long-term impact in marketing research

9 June 2023

Professor Luk Warlop and his co-authors are awarded the prize for their paper on identity-based consumer behaviour.

“The award Luk has received holds great prestige within the field of marketing research. Winning this award is a remarkable achievement that truly recognizes Luk’s exceptional contributions to the marketing field. It serves as a testament to the impact and high quality of the research community at BI Norwegian Business School,” says Head of the Department of Marketing Line-Lervik Olsen.

Luk and his three co-authors were presented the Jan-Benedict E.M. Steenkamp Award for Long Term Impact in recognition of their exceptional contributions to academic marketing research. The award is given out annually to papers published in the International Journal of Research in Marketing. The award goes to a paper published between 10 and 15 years ago, which is considered to have had the largest impact on the field. Luk won together with Americus Reed from Wharton, Mark Forehand from the University of Washington, and Stefano Puntoni then at Erasmus University, for their 2012 paper “Identity-based consumer behavior.”

“It is the second time I win, and I don’t think many people can say that. But I try not to get too emotional about such things. Pride is not a lasting feeling, and it should not be. I think it is most important that the award is shared by someone at BI, thereby recognizing BI as an important research institution in Europe,” says Warlop.

The winning paper discusses how one’s personal identity can influence decision-making. We all have complex and multifaceted Identities related to a range of factors, including gender, sexual orientation, ethnicity, professional role, personal values etc.

“Different part-identities can be active at different times, cued by momentary experiences and influence our actions and thinking. Our paper was novel in that it presented in a structured way how identity influences psychological processes involved in consumer decision making, and we also added many examples and research propositions in areas that were then merely emerging and now mainstream. For example how consumers verify their political identity by preferring or rejecting particular brands, or how people have to re-negotiate their expert identities when AI tools are introduced in their domain,” says Warlop.

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