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Indiana University Bloomington



Fortune Small Business magazine listed Kelley’s MBA and undergraduate programs in entrepreneurship No. 1 among all public universities in the nation in 2009.

Lura Forcum

Contact Information

(812) 855-2356
lforcum [at] indiana [dot] edu (E-mail)
Business School


  • Bloomington


  • MA, University of Chicago, 2004
  • BA, University of North Carolina--Chapel Hill, 2001

Awards, Honors & Certifications

  • Honorable Mention, 2014 Marketing Science Institute Clayton Dissertation Proposal Competition
  • Best Proposal Award Winner, 2014 Society for Marketing Advances Doctoral Dissertation Proposal Competition

Professional Interests

Consumer Behavior


Lura joined the doctoral program in the fall of 2010. Her primary area of interest is consumer behavior.

Selected Publications

  • Aguinis, Herman, Lura Forcum, and Harry Joo (2013), “Using Market Basket Analysis in Management Research,” Journal of Management, DOI: 10.1177/0149206312466147, forthcoming.

  • Krishnan, Shanker and Lura Forcum (2013), “Advertising, Branding, and Consumer Behavior,” Handbook of Applied Memory Research, Tim Perfect and Steve Lindsay (eds.). Thousand Oaks, CA: SAGE Publications, forthcoming.