Jennifer Aaker is the Xerox Distinguished Professor of Knowledge at Haas School of Business at UC Berkeley, and the General Atlantic Professor of Marketing at the Graduate School of Business, Stanford University (on leave). Professor Aaker received her B.A. in Psychology from University of California at Berkeley and her Ph.D. in Marketing from Stanford University. Professor Aaker's area of expertise lies in the psychology of time, money and happiness. She also works on (a) giving - getting people to give, (b) culture - i.e., how individuals across distinct cultural contexts feel, think and experience events in different (and sometimes very similar) ways, and (c) the psychology of consumer-brand relationships. Her research has been published in both marketing and psychology journals, she has been honored with a number of research and teaching awards, and she sits on the Editorial Review Boards of JCR (Associate Editor), JMR and JCP.