L. J. Shrum is professor and chair of marketing at the UTSA College of Business. Professor Shrum holds a Ph.D. in communications and M.S. in advertising from the University of Illinois at Urbana-Champaign, and a B.B.A. in finance from the University of Houston. He was previously a faculty member at Rutgers University. Professor Shrum has also taught at the Wharton School at the University of Pennsylvania, has been a visiting scholar at Hong Kong University of Science and Technology, School of Business and Management, and has held visiting professor positions at the NYU Stern School of Business, Tulane University, École des Hautes Études Commerciales de Paris (HEC Paris), and University of Sydney.
Professor Shrum's research applies social cognition concepts to understand the determinants of consumer judgments. He has written extensively on how media information is used in the construction of values, attitudes and beliefs. His most recent research has focused on the multiples roles of the self in consumer judgment, particularly with respect to self-threat and its influence on materialism and conspicuous consumption. Other areas of research include psycholinguistics, and culture and its relation to consumer behavior. His research has appeared in such journals as Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Personality and Social Psychology Bulletin, Public Opinion Quarterly and Journal of Advertising, as well as numerous edited books. He recently began work on the second edition of his edited volume The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion. His research has received a number of awards, including a Best Article Award from the Journal of Consumer Research (1997), finalist for Best Article Award from Journal of Consumer Research (1998), and honorable mention for the 1998 Ferber Award for best article based on a dissertation published in Journal of Consumer Research.
Professor Shrum is past president (2010) of the Society for Consumer Psychology. He currently serves on the editorial review boards of Journal of Consumer Research, Journal of Consumer Psychology, Journal of Communication, Human Communication Research and Communication Monographs.
Professor Shrum currently teaches doctoral seminars in Experimental Design and Consumer Judgment and Decision Making.
"Factors Affecting Judgments of Prevalence and Representation: Implications for Public Policy and Marketing,” with Donnel Briley, L. J .Shrum and Robert S. Wyer, Jr., Journal of Public Policy & Marketing, forthcoming.
"Self-Threats and Consumption,” with Jaehoon Lee and L. J. Shrum, in Identity and Consumption, eds. Russell Belk and Ayalla R. Ruvio, New York: Routledge, forthcoming.
"Culture and Self-Regulation: The Influence of Self-Construal on Impulsive Consumption," with Yinlong Zhang, in Identity and Consumption, eds. Russell Belk and Ayalla R. Ruvio, New York: Routledge, forthcoming.
"Reconceptualizing Materialism as Identity Goal Pursuits: Functions, Processes, and Consequences," with Nancy Wong, Farrah Arif, Sunaina Chugani, Alexander Gunz, Tina M. Lowrey, Agnes Nairn, Mario Pandelaere, Spencer M. Ross, Ayalla Ruvio, Kristin Scott and Jill Sundie, Journal of Business Research, forthcoming.
"Rethinking Materialism: A Process View and Some Transformative Consumer Research Implications," with Nancy Wong, Farrah Arif, Sunaina Chugani, Alexander Gunz, Tina M. Lowrey, Agnes Nairn, Mario Pandelaere, Spencer M. Ross, Ayalla Ruvio, Kristin Scott and Jill Sundie, Journal of Research for Consumers, Issue 19.
The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, 2nd edition, NY: Psychology Press, forthcoming.
“Multiple Processes Underlying Cultivation Effects: How Cultivation Works Depends on the Types of Beliefs Being Cultivated,” with Jaehoon Lee, in The Cultivation Differential: State of the Art Research in Cultivation Theory, eds. Michael Morgan, James Shanahan, & Nancy Signorielli, New York: Peter Lang Publishers, pp. 147-167.
“Television’s Persuasive Narratives: How Television Influences Values, Attitudes, and Beliefs,” with Jaehoon Lee, in The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, 2nd edition, ed. L .J. Shrum, New York: Taylor and Francis, pp. 147-167.
“Persuasion in the Marketplace: How Theories of Persuasion Apply to Marketing and Advertising,” with Min Liu, Mark Nespoli and Tina M. Lowrey, in The Persuasion Handbook, eds. James Dillard & Lijiang Shen, Thousand Oaks, CA: Sage, forthcoming.
“An On-line Process Model of Second-Order Cultivation Effects: How Television Cultivates Material Values and Its Consequences for Life Satisfaction,” with Jaehoon Lee, James E. Burroughs and Aric Rindfleisch, Human Communication Research, Vol. 38, 2011, pp. 34-57.
"Motivated Response Styles: The Role of Cultural Values, Regulatory Focus, and Self-Consciousness in Socially Desirable Responding," with Ashok K. Lalwani and Chi-Yue Chiu, Journal of Personality and Social Psychology, Vol. 96, April 2009, pp. 870-882.
"The Effect of Self-Construal on Impulsive Consumption," with Yinlong Zhang, Journal of Consumer Research, Vol. 35, February 2009, pp. 838-850.
"A Dual-Process Model of Interactivity Effects," with Yuping Liu, Journal of Advertising, Vol. 38, No. 2, 2009, pp. 53-68.
"Current Issues in Advertising Research," with Tina M. Lowrey and Yuping Liu, in Handbook of Media Effects, eds. Mary Beth Oliver & Robin Nabi, Thousand Oaks, CA: Sage, 2009.
"Television Viewing and Social Reality: Effects and Underlying Processes," in Social Psychology of Consumer Behavior, ed. Michaela Wänke, New York: Psychology Press, 2009, pp. 251-272.
"Media Consumption and Perceptions of Social Reality: Effects and Underlying Processes," in Media Effects: Advances in Theory and Research, 3rd edition, eds. Jennings Bryant & Mary Beth Oliver, New York: Psychology Press, 2009, pp. 50-73.
"Phonetic Symbolism and Brand Name Preference," with Tina M. Lowrey, Journal of Consumer Research, Vol. 34, October 2007, pp. 406-414.
"The Implications of Survey Method for Measuring Cultivation Effects," Human Communication Research, Vol. 33, No. 1, 2007, pp. 64-80.
"Subjective Impressions of Minority Model Frequencies in the Media: A Comparison of Majority and Minority Viewers' Judgments and Underlying Processes," with Donnel A. Briley and Robert S. Wyer, Journal of Consumer Psychology, Vol. 17, No. 1, 2007, pp. 36-48.
"Cultivation and Social Cognition," in Communication and Social Cognition: Theories and Methods, eds. David R. Roskos-Ewoldsen & Jennifer L. Monahan, Mahwah, NJ: Lawrence Erlbaum, 2007, pp. 245-272.
"Sounds Convey Meaning: The Implications of Phonetic Symbolism for Brand Name Construction" with Tina M. Lowrey, in Psycholinguistic Phenomena in Marketing Communications, ed. Tina M. Lowrey, Mahwah, NJ: Lawrence Erlbaum, 2007, pp. 39-58.