Yuliya A. Komarova

Yuliya A. Komarova, an associate professor of marketing at the Gabelli School of Business, holds a Ph.D. from the University of South Carolina in addition to an undergraduate degree in marketing and an M.B.A.

Dr. Komarova's research interests lie primarily in the realms of affect-related biases in consumer judgment, ethics in advertising and neuroeconomics. She focuses on public-policy implications of consumers' suboptimal economic decisions as a consequence of their mood, emotions and feelings. She also is interested in a neural circuit for the processing of affect and the ways these processes influence how consumers react to advertising messages.

Dr. Komarova has presented her research to organizations such as the Association for Consumer Research, Society for Consumer Psychology and American Marketing Association. She received the Best Conference Paper Award at the summer 2008 American Marketing Association Conference, and in 2013, she received the Robert Johnston Highly Commended Paper Award.

Professor Komarova received the 2019 The Dean's Award for Faculty Service.

• Ph.D.: University of South Carolina
• Master's: Columbus State University
• Bachelor's: Columbus State University/Novosibirsk State Academy of Telecommunication and Information Sciences

• Moral Judgment and Regulation in the Marketplace
• Consumer Deviance and Well-Being
• Affect and Information Processing

• O'Connor, Genevieve E., Casey Newmeyer, Nancy Wong, Julia Bayuk, Laurel Cook, Yuliya Komarova, Cazilla Loibl, Lin Ong, and Dee Warmath (Forthcoming), “Exploring Consumer Financial Vulnerability as a Critical Threat to Consumer Well-Being,” Journal of Business Research, 100.
• Komarova, Yuliya, Joan Ball, Verena Huttle-Maack, Julia Bayuk, Rebecca Rabino, Courtney Droms Hatch, Myla Bui, Darima Fotheringham, and Hillary Smith (2025), “Lighting the Fire of Curiosity: How Agents of Transformation Can Ignite and Sustain Transformative Consumer Journeys,” Academy of Marketing Science Review (AMS Review), published online 1.14.2025. https://doi.org/10.1007/s13162-024-00295-5
• Kabadayi, Sertan, Yuliya Komarova, and Jay Kandampully (2024), "Guest Editorial: Multi-Stakeholder Engagement and Responsible Business," Journal of Service Management, 35 (4), 461-63. https://doi.org/10.1108/JOSM-07-2024-524
• Gallan, Andrew, Diogo Hildebrand, Yuliya Komarova, Daniel Rubin, and Ronen Shay (2024), “Exploring Customer Engagement Tensions When Pursuing Responsible Business Practices,” Journal of Service Management, 35 (4), 464-89. https://doi.org/10.1108/JOSM-12-2023-0509
• Nejad, Mohammad G., Genevieve O’Connor and Yuliya Komarova (2022) “Opinion Leadership, Behavioral Diffusion, and Consumer Well Being,” Journal of Personal Finance, 21(2), 101-116.
• Nejad, Mohammad G., PhD., Genevieve O'Connor PhD, and Yuliya Komarova PhD. "Identifying Consumer Financial Opinion Leaders." Journal of Personal Finance 21.2 (2022): 101-16. ProQuest. Web. 12 Aug. 2025.
• Ozanne, Lucie K., Jason Stornelli, Michael G. Luchs, David Glen Mick, Julia Bayuk, Mia Birau, Sunaina Chugani, Marieke Fransen, Atar Herziger, Yuliya Komarova, Elizabeth A. Minton, Farnoush Reshadi, Gillian Sullivan-Mort, Carlos Trujillo, Hyeyoon Bae, Tavleen Kaur, Miguel Zúñiga (2021), “Enabling and Cultivating Wiser Consumption: The Role of Marketing and Public Policy,” Journal of Public Policy & Marketing, 40(2), 226-44.
• Lerzan Aksoy, Hooria Jazaieri, Yuliya Komarova Loureiro, Katherine Milligan, Jeffrey Nesteruk, and Raj Sisodia (2019), “Transforming Business Education through Social Innovation: from Exalting Heroes to Engaging our Humanity,” Humanist Management Journal, 4, 239–259.
• O'Connor, Genevieve E., Casey Newmeyer, Nancy Wong, Julia Bayuk, Laurel Cook, Yuliya Komarova, Cazilla Loibl, Lin Ong, and Dee Warmath (2019), “Conceptualizing the Multiple Dimensions of Consumer Financial Vulnerability,” Journal of Business Research, 100, pp. 421-430.
• Carnevale, Marina, Yuliya Komarova, and Sertan Kabadayi (2018), "Customer Value Creation for High Risk Products: The Role of Brand Trust," Journal of Creating Value, Vol. 4(1), pp. 1-21.
• Petersen, Francine Espinoza, Heather Johnson Dretsch, Yuliya Komarova Loureiro (2018), “Who needs a reason to indulge? Happiness following reason-based indulgent consumption,” International Journal of Research in Marketing, 35, pp. 170-84.
• Yuliya Komarova Loureiro, Kelly L. Haws, and William O. Bearden (2017), “Businesses Beware: Consumer Immoral Retaliation in Response to Perceived Moral Violations by Companies,” Journal of Service Research, 21(2), pp. 184-200.

View the full list of publications on Google Scholar.