Land O’Lakes Chair Holder is a prolific, honored academic

Thursday, January 14, 2016 - 9:30am

It takes a 53-page curriculum vitae to record the professional accomplishments of Kathleen Vohs, holder of the Land O’Lakes Chair in Marketing at the University of Minnesota.

Vohs, who joined the Carlson School marketing department in 2005, has an extensive background in psychology. She applies her understanding of psychological science to business issues in order to advance new areas of marketing research. She has authored more than 180 scholarly publications and served as editor of nine books during her 15-year career.

In 2011, the Carlson School appointed Vohs as the Land O'Lakes Professor of Excellence in Marketing, which became a chair in 2014 as part of the landmark Land O’Lakes investment in the University of Minnesota.

Since then, she’s continued to receive honors for her research and writing. In 2014, she was among the “Best Business School Professors Under 40” by Poets & Quants and a “Breakthrough Business Thinker to Watch” by Most recently, Thomson Reuters listed Kathleen Vohs among the “2015 World’s Most Influential Scientific Minds” and honored her as a “Highly Cited Researcher” due to the number of citations her work has received from fellow researchers. 

A native Minnesotan, Vohs says that Land O’ Lakes has a special place in the minds and hearts of people in our community, and its impact abroad is burgeoning and far-reaching. “It’s a delight for me to be associated with Land O’Lakes,” she adds. “Their support greatly aids me in building new and exciting consumer science findings and theories. I am deeply honored and grateful.”

Classes taught - undergraduate and graduate

  • 2015-16: “The Surprising, Sometimes Irrational Behavior of Consumers”
  • 2016-17: “Consumer Behavior and Harnessing Consumer Irrationality”


  • Dartmouth College - Ph.D., psychological and brain sciences, 2000
  • Gustavus Adolphus College - B.A., psychology, summa cum laude, 1996
  • Case Western Reserve, Univ. of Utah - post-doctoral fellow, 2003


  • Self-regulation
  • Meaning and happiness
  • Sexual economics
  • Self and identity
  • The psychology of money
  • Free will beliefs

View Professor Vohs’s profile page here