​

Zemack-Rugar, Yael, and 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, Canan Corus, and David Brinberg (2019a), “If At First You Don’t Succeed, Do You Try, Try Again? Developing the Persistence-Licensing Response Measure to Understand, Predict, and Modify Behavior Following Subgoal Success,” Journal of Marketing Research, 56 (2), 324-344.

​

Zemack-Rugar, Yael, Canan Corus, and David Brinberg (2019b), “The Academic Response- to-Failure Scale: Predicting and Increasing Academic Persistence Post-Failure,” Journal of Marketing Education, in press. 

​

Zemack-Rugar, Yael, and Sona Klucarova-Travani (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, and Gavan J. Fitzsimons (2007), “The Effects of Nonconsciously Priming Emotion Concepts on Behavior,” Journal of Personality and Social Psychology, 93 (6), 927-939.