Yael Zemack-Rugar is an Associate Professor of Marketing at the University of Central Florida’s College of Business. Her research focuses on goals and motivation, often at the intersection with emotions. Much of Dr. Zemack-Rugar’s work focuses on self-regulation goals, which involve tradeoffs between short- and long-term goals, like enjoying cake versus losing weight, going on vacation versus saving, or indulging in a shopping spree versus donating to help others. These tradeoffs underlie many of society’s biggest struggles including obesity, mounting debt, lack of retirement savings and social inequity. Dr. Zemack-Rugar’s work helps marketers create products and programs that support long-term goal persistence, creating a win-win-win for consumers, marketers and society.

Dr. Zemack-Rugar has published her work in elite journals such as Journal of Marketing Research, Journal of Personality and Social Psychology, Journal of Consumer Psychology and more. Her research has earned her the University of Central Florida’s Research Incentive Award (2018-2019). She has also received the College of Business Administration’s Award for Excellence in Undergraduate Teaching (2018).

For details on Dr. Zemack-Rugar’s publications and research, please see her personal website at:

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