L.J. Shrum
L.J. Shrum

UTSA professor named president of Society for Consumer Psychology

By Wendy Frost
Director of Communications, College of Business

(July 22, 2009)--L.J. Shrum, chairman of the UTSA College of Business Department of Marketing, recently was elected president of the Society for Consumer Psychology. The mission of the society, which is a division of the American Psychological Association, is to foster scientific research, development and practice of consumer psychology.

Consumer psychology is the study of how consumers interact with goods and services. The knowledge gained from this discipline is instrumental for consumers to make better decisions, for companies to become more efficient marketers and for public policy makers to develop more successful programs.

Joining the UTSA faculty in 2002 from Rutgers University, Shrum routinely publishes in the highest-ranking journals in consumer behavior, social psychology and communications. His research interests include cognitive processes underlying consumer judgments, particularly the role of media information in the construction of values, attitudes and beliefs.

His other areas of research include the antecedents and consequences of materialism, psycholinguistics, impulsive consumption and culture, and their relation to consumer behavior.

Shrum is the second UTSA faculty member to be elected president of the Society for Consumer Psychology. Joel Saegert, professor of marketing, was elected the organization's first president in 1988.

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