Ruta Ruzeviciute

Ruta Ruzeviciute is an Assistant Professor of Marketing at the Haslam College of Business, University of Tennessee, Knoxville. Previously, she held a faculty position at the University of Amsterdam and completed her doctoral studies at Vienna University of Economics and Business (WU Vienna). Her research focuses on sensory marketing, exploring how sensory cues like scent influence consumer judgment and decision-making. She also investigates sensory interaction effects, e-retail contexts, and the psychological ownership of brands. Her work addresses healthful consumption, mindfulness, and sustainable practices in consumer behavior.

Her research interests span sensory marketing, healthful consumption, sustainable consumption, and the interplay between sensory cues and consumer psychology. She has published on topics such as color effects on food choices, scent-based advertising strategies, and brand loyalty mechanisms. Her studies often bridge theoretical frameworks with practical applications in retail and marketing.

Ruzeviciute’s articles highlight trends in sensory marketing, emphasizing how ambient color and scent can alter consumer perceptions and behaviors. She also explores global marketing challenges related to food branding and sustainability. While no specific awards are listed, her work contributes to advancing consumer behavior theories with a focus on sensory and ethical dimensions.

Her research has implications for both academic and industry audiences, offering insights into effective marketing strategies and sustainable consumption practices. She is affiliated with the Department of Marketing at Haslam College and maintains a research agenda centered on enhancing consumer well-being through sensory and ethical considerations.