Laurel Aynne Cook, Ph.D.

I explore how technology, marketing, and social dynamics shape consumers’ well-being and decision-making. I’m an Associate Professor of Marketing at West Virginia University and the Founder & Director of the Social Technology And Research (S.T.A.R.) Lab. As a social marketing researcher, I use a variety of approaches to address the following three primary streams of research: (1) Health, Financial, & Digital Well-Being; (2) Consumer Collaboration & Competition; and (3) Social Responsibility & Branding. My work appears in leading journals including the European Journal of Marketing, Journal of Public Policy & Marketing, the Journal of the Academy of Marketing Science, the Journal of Consumer Affairs, the Journal of Business Research, the Journal of Services Marketing, the Journal of Consumer Marketing, and the Journal of Marketing Education, among others. It has also been featured by the Associated Press worldwide and covered by outlets such as The Hill, Yahoo News, Pourquoi Docteur, and Welch News. I regularly present my work at refereed conferences nationally and internationally. Additionally, my teaching experience includes the following: undergraduate- digital marketing, consumer behavior, marketing research, strategy, principles; graduate- advanced marketing research and digitally-mediated UX. Before earning my doctorate, I was a Brand Manager with Black & Decker, working with the Dewalt, Porter-Cable, and Delta Machinery brands. I led product launches, coordinated national marketing campaigns, and gained unique insight into global manufacturing, branding, and product strategy. “Children, carers, and community members as cocreators of digital well-being” was recently accepted at the European Journal of Marketing. “Sharenting in an Evolving Digital World: Increasing Online Connection and Consumer Vulnerability” was also published in the Journal of Consumer Affairs. Parents and caregivers- here is an excellent synopsis of this research.

Articles & Other Publications Visit this section for my published articles, book chapters, selected research in progress, national conference proceedings, presentations, & guides for researchers.

Undergraduate & Graduate Teaching This section describes my teaching record for undergraduates, masters, and doctoral students. Related Study Abroad experiences in Japan & Brazil are also showcased.

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