Julie Ruth is an Associate Professor of Marketing at Rutgers University in Camden, New Jersey. Previously, she held appointments as Assistant Professor of Marketing at the School of Business Administration at the University of Washington (1991 – 1999) and Visiting Assistant Professor at Washington University in St. Louis (1996 – 1997).
Julie's research interests center on affect, relationships, and brand-related topics in consumer behavior. Living in subsistence conditions and poverty are consumption environments that are affectively charged, in part because survival may be at stake. Her recently coauthored research (with Madhu Viswanathan and José Antonio Rosa) in the Journal of Marketing examines exchange and relationship processes among subsistence consumer-merchants in Chennai, India.
Julie is also engaged in several research projects on transformative consumption, including an investigation in South Africa that investigates the ways in which a lack of resources affects transformation processes. A coauthored chapter (with Rachel Oakley Hsiung) examines how consumers in poverty manage consumption decisions within the family and was published in Product and Market Development for Subsistence Marketplaces, edited by José Antonio Rosa and Madhubalan Viswanathan. Her research on emotions and brand-related topics has been published in the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Advertising, and Journal of Business Research.
She also serves as an associate editor of the Journal of Advertising and on the editorial review boards of the Journal of the Academy of Marketing Science and the International Journal of Advertising. Julie has taught across undergraduate, MBA, and PhD levels and has taught in the Rutgers International Business Study Program in South Africa since 2001.