Associate Professor, Department of Marketing
For more than a decade, Associate Professor Yael Zemack-Rugar has been a vibrant part of the UCF community, inspiring students in the classroom and exploring the fascinating world of consumer behavior through research. With interests ranging from donation decisions to emotional responses to success and failure, her work resonates with both marketers and everyday consumers alike. A decorated teacher and researcher, she brings curiosity, passion, and a personal touch to everything she does … whether she’s cheering on graduating students, leading a fitness class, or supporting her son at a weekend hockey tournament. Her advice to students? Embrace the unexpected, you never know where the detour might lead.
How long have you been a Knight? 11 years
What is your favorite UCF memory? The last class of every semester when I get to congratulate my students for graduating!
What is your area of research at UCF? Donation Behavior, Consumer Goals, Consumer Emotions, Success and Failure
What professional awards or honors have you earned during your career? Excellence in Undergraduate Teaching 2019, Research Incentive Award 2019, Outstanding Reviewer at the Journal of Consumer Research and Journal of Consumer Psychology (3 years in a row)
What do you love about what you do? I am always challenged to learn something new both in the classroom and in my research.
What do you find most exciting or rewarding about your field of study? We are all consumers and we all have questions about why we make the choices we do, and why we behave as we do. I am lucky enough to tackle some of the intriguing puzzles of consumer behavior, and everyone (as a consumer or marketer) can relate to and apply the resulting insights.
When you’re not in the classroom, what can we find you doing? Before work, you’ll find me at the gym. On weekends, I am often attending one Hockey tournament or another with my son (who plays travel). And when I have time—I love the freedom and creativity of cooking.
What are some little known facts about you? I am a certified group fitness and yoga instructor.
What is your advice for Business Knights? Don’t be afraid to explore. The path you’re on doesn’t have to be straight to be successful. Take that odd class that sounds interesting. Say yes to the unexpected opportunity. It may seem like the people standing in front of the classroom followed a straight line—but ask them, and you’ll usually find their path zigged and zagged.