Lura Forcum

Lura Forcum

Contact Information


  • Bloomington


  • M.A., University of Chicago, 2004
  • B.A., University of North Carolina--Chapel Hill, 2001

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. 

Kelley School of Business

Faculty & Research