معرفی
Dr. Yael Zemack-Rugar is Associate Professor of Marketing at the University of Central Florida's College of Business. Her research explores goals and motivation at the intersection of emotions, particularly in self-regulation contexts involving tradeoffs between short-term desires and long-term goals.
Key research areas include:
- Behavior following subgoal success/failure in domains like dieting, saving, academics
- Role of guilt in prosocial behavior and consumer reactance
- Visualization effects on product complementarity
She developed validated scales measuring responses to goal failure/success that predict behavior better than existing measures. Her work has appeared in Journal of Marketing Research, Journal of Consumer Psychology, and Psychology & Marketing.
Honors include Research Incentive Award and Excellence in Undergraduate Teaching Award.
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