Yael Zemack-Rugar is an Assistant Professor of Marketing at the University of Central Florida’s College of Business. Her research is aimed at understanding how and why consumers persist at important long-term goals, and how to help them do so even in the face of short-term temptations. Dr. Zemack-Rugar explores sequences of choice in goal areas such as health, nutrition, savings, academics, fitness, and other goals central to consumer wellbeing. Her work has been published in elite journals such as the Journal of Marketing Research, the Journal of Personality and Social Psychology, and the Journal of Consumer Psychology. She seeks to create a deeper understanding of consumer motivation in ways that can increase both consumer welfare and company profits, creating a win-win.
Research and Publications:
Zemack-Rugar, Yael, Canan Corus†, and David Brinberg (2019), “The Persistence-Licensing Response Measure: Understanding, Predicting, and Modifying Behavior Following Subgoal Success, Journal of Marketing Research,” in press.
Zemack-Rugar, Yael, Rebecca Rabino†(2019), “The Impact of Visualizing Use versus Acquisition of a Product on the Appeal of its Complement, Psychology & Marketing,” in press.
Zemack-Rugar, Yael, and Sona Klcarova† (2018), “Should Donation Ads Include Happy Victims? The Moderating Role of Regulatory Focus,” Marketing Letters, 29 (4), 421-434.
Zemack-Rugar, Yael, and Canan Corus† (2018), “The Effects of Anticipated Goal-Inconsistent Behavior on Present Goal Choices,” Psychology & Marketing, 35 (9), 676-695.
Zemack-Rugar, Yael, Sarah G. Moore, and Gavan J. Fitzsimons (2017), “Just Do It! Why Committed Consumers React Negatively to Assertive Ads,” Journal of Consumer Psychology, 27(3), 287-301.
Zemack-Rugar, Yael, Rebecca Rabino†, Lisa A. Cavanaugh, and Gavan J. Fitzsimons (2016), “When Donating is Liberating: The Role of Product and Consumer Characteristics in the Appeal of Cause-Related Products,” Journal of Consumer Psychology, 26 (2), 213-230.
Zemack-Rugar, Yael, Canan Corus†, and David Brinberg (2012), “The Response-To-Failure Scale: Predicting Behavior Following Initial Self-Control Failure,” Journal of Marketing Research, 49 (6), 996-1014.
Zemack-Rugar, Yael, James R. Bettman & Gavan J. Fitzsimons (2007), “The Effects of Nonconsciously Priming Emotion Concepts on Behavior,” Journal of Personality and Social Psychology, 93 (6), 927-939.
In The News
Marketers should beware of being too assertive, says Yael Zemack-Rugar, assistant professor of marketing at the University of Central Florida, because consumers don’t like being told what to do, especially by brands they love,