Research output per year
Research output per year
Personal profile
Biography
Background:
I was appointed as a lecturer in Marketing at the Business School in 2020. Prior to this I was a faculty member at Northeastern University in Boston (USA), preceded by an appointment as lecturer at the University of Stirling in 2007. I was awarded a PhD in 2008 examining consumer decision behavior in the context of smoking cessation.
Research Interests:
Dr. Jennifer Yule is an interdisciplinary researcher with expertise in mixed methods. Her research interests focus on the mediating roles of trust, expertise and individual differences applied to consumer decision behaviour, especially in health care contexts. One current major project on the ‘intelligent operating room’ explores patients’ perspectives on the collection, use, and donation of artificial intelligence data gathered during surgery.
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Collaborations and top research areas from the last five years
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To ChatGPT or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry
Osadchaya, E., Marder, B., Yule, J. A., Yau, A., Lavertu, L., Stylos, N., de Regt, A., Oliver, S., Angell, R., Gao, L., Qi, K., Zhang, W. [., Zhang, Y., Li, J. & Alrabiah, S., 1 Sept 2024, In: Business Horizons. 67, 5, p. 571-581 11 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile -
What drives advertisers toward or away from immersive virtual spaces? The metaverse conundrum: Affordances and “Disaffordances” through the eyes of advertisers
Marder, B., Yau, A., Yule, J., Osadchaya, E., Angell, R., Zhang, W., Oliver, S., Lavertu, L., Stylos, N., Qi, K., Gao, L., Alrabiah, S., de Regt, A., Zhang, Y. & Li, J., 1 Sept 2024, In: Journal of Advertising Research .Research output: Contribution to journal › Article › peer-review
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Conservative consumer disinterest in plant-based meat: A problem of message incongruence
Yule, J. A. & Hill Cummings, K., 1 Aug 2023, In: Appetite. 187, p. 1-10 10 p., 106574.Research output: Contribution to journal › Article › peer-review
Open AccessFile -
Exploring the Role of Identity Rewards in Amplifying the Privacy Paradox in Augmented Reality Applications
Jiang, P., Cowan, K. & Yule, J., 1 Mar 2025, (Accepted/In press).Research output: Contribution to conference › Abstract › peer-review
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Turning stress into success - Surgery as professional sport
Yule, S., Yule, J. & Arthur, C., 15 Jan 2025, In: JAMA surgery. 160, 3, p. 341 1 p.Research output: Contribution to journal › Comment/debate › peer-review
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Fronteirs in Service 2025
Jennifer Yule (Speaker) & Krista Hill Cummings (Speaker)
16 Jul 2025Activity: Participating in or organising an event types › Participation in conference
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Co-author Paper Development
Jennifer Yule (Member) & Krista Hill Cummings (Member)
7 Nov 2024 → 11 Nov 2024Activity: Other activity types › Other
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American Marketing Association
Jennifer Yule (Speaker) & Krista Hill Cummings (Speaker)
16 Aug 2024Activity: Participating in or organising an event types › Participation in conference
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University of Edinburgh Learning and Teaching Conference 2023
Pauline Ferguson (Speaker) & Jennifer Yule (Speaker)
27 Jun 2023Activity: Participating in or organising an event types › Participation in conference
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Marketing Science Institue (Publisher)
Jennifer Yule (Peer reviewer)
1 Aug 2022 → 1 Dec 2023Activity: Publication peer-review and editorial work types › Publication peer-review