Jillian Hmurovic
Assistant Professor in Marketing
Jillian Hmurovic is an Assistant Professor of Marketing at the Smeal College of Business. Professor Hmurovic’s research investigates consumer decision making and the psychology that surrounds it, with a focus on the time architecture of consumer experiences, online retailing and communication, and consumer well-being. She uses a multi-method approach that combines behavioral experiments, field studies, and real-world data to understand (1) how we can improve consumer decision making and (2) how technology shapes consumer behavior. Professor Hmurovic’s research has appeared in leading marketing and interdisciplinary academic journals, including the Journal of Marketing, Journal of Marketing Research, and the Proceedings of the National Academy of Sciences.
Education
Ph.D. in Marketing, University of Pittsburgh, Joseph M. Katz Graduate School of Business, Pittsburgh, PA, USA, 2020-01-01 M.A. in Organizational Psychology, Michigan State University, College of Social Science, East Lansing, MI, USA, 2012-01-01 B.A. in Psychology, Purdue University, College of Liberal Arts, West Lafayette, IN, USA, 2007-01-01
Courses Taught
MKTG 472 – STRAT BRAND MGMT
Brands are a potentially valuable asset to firms in Business-to-Business (B2B) and Business-to-Consumer (B2C) markets. Strong brands influence purchase and consumption by communicating value and providing differentiation in the marketplace. Effective brand management is therefore critical to maintaining the long-term profitability of products and services. This course investigates how to create profitable brand strategies by building, measuring, and managing brand equity. Theories and practical tools will address the following questions: how does branding influence purchase and consumption? how can firms build brand equity? how should brand equity be measured and managed over time? how should firms manage brands in a brand portfolio? how can firms leverage brand equity? At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of branding and the role of branding in business; 2) apply branding concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in branding.
Selected Publications
Hughes C., Hmurovic J. "Understanding Internal Linguistic Consistency of Person Brands on Social Media: An Empirical Investigation using the 2020 U.S. Presidential Election" Journal of Marketing, 2026-04-01
Goldsmith K., Hmurovic J., Lamberton C. "Introducing the ARTS Framework: A Tool for Constructive Re-inquiry" Journal of the Academy of Marketing Science, vol. 52, 2024-05-01
Hmurovic J., Lamberton C., Goldsmith K. "Examining the Efficacy of Time Scarcity Marketing Promotions in Online Retail" Journal of Marketing Research, vol. 60, 2023-04-01
Patel M. S., Milkman K. L., Gandhi L., Graci H. N., Gromet D., Ho H., Kay J. S., Lee T. W., Rothschild J., Akinola M., Beshears J., Bogard J. E., Buttenheim A., Chabris C., Chapman G. B., Choi J. J., Dai H., Fox C. R., Goren A., Hilchey M. D., Hmurovic J., John L. K., Karlan D., Kim M., Laibson D., Lamberton C., Madrian B. C., Meyer M. N., Modanu M., Nam J., Rogers T., Rondina R., Saccardo S., Shermohammed M., Soman D., Sparks J., Warren C., Weber M., Berman R., Evans C. N., Lee S. H., Snider C. K., Tsukayama E., Van den Bulte C., Volpp K. G., Duckworth A. L. "A Randomized Trial of Behavioral Nudges Delivered Through Text Messages to Increase Influenza Vaccination Among Patients With an Upcoming Primary Care Visit" American Journal of Health Promotion, vol. 37, 2023-03-01
Milkman K. L., Gandhi L., Patel M. S., Graci H. N., Gromet D. M., Ho H., Kay J. S., Lee T. W., Rothschild J., Bogard J. E., Brody I., Chabris C. F., Chang E., Chapman G. B., Dannals J. E., Goldstein N. J., Goren A., Hershfield H., Hirsch A., Hmurovic J., Horn S., Karlan D. S., Kristal A. S., Lamberton C., Meyer M. N., Oakes A. H., Schweitzer M. E., Shermohammed M., Talloen J., Warren C., Whillans A., Yadav K. N., Zlatev J. J., Berman R., Evans C. N., Ladhania R., Ludwig J., Mazar N., Mullainathan S., Snider C. K., Spiess J., Tsukayama E., Ungar L., Van den Bulte C., Volpp K. G., Duckworth A. L. "A 680,000-Person Megastudy of Nudges to Encourage Vaccination in Pharmacies" Proceedings of the National Academy of Sciences, vol. 119, 2022-02-01
Milkman K. L., Patel M. S., Gandhi L., Graci H. N., Gromet D. M., Ho H., Kay J. S., Lee T. W., Akinola M., Beshears J., Bogard J. E., Buttenheim A., Chabris C. F., Chapman G. B., Choi J. J., Dai H., Fox C. R., Goren A., Hilchey M. D., Hmurovic J., John L. K., Karlan D., Kim M., Laibson D., Lamberton C., Madrian B. C., Meyer M. N., Modanu M., Nam J., Rogers T., Rondina R., Saccardo S., Shermohammed M., Soman D., Sparks J., Warren C., Weber M., Berman R., Evans C. N., Snider C. K., Tsukayama E., Van den Bulte C., Volpp K. G., Duckworth A. L. "A Megastudy of Text-Based Nudges Encouraging Patients to Get Vaccinated at an Upcoming Doctor's Appointment" Proceedings of the National Academy of Sciences, vol. 118, 2021-01-01
Grewal L., Hmurovic J., Lamberton C., Reczek R. W. "The Self-Perception Connection: Why Consumers Devalue Unattractive Produce" Journal of Marketing, vol. 83, 2019-01-01
Morgeson F. P., Dierdorff E. C., Hmurovic J. "Work Design in Situ: Understanding the Role of Occupational and Organizational Context" Journal of Organizational Behavior, vol. 31, 2010-02-01
Grand J. A., Ryan A. M., Schmitt N., Hmurovic J. "How Far Does Stereotype Threat Teach? The Potential Detriment of Face Validity in Cognitive Ability Testing" Human Performance, vol. 24, 2010-01-01
Arriaga X. B., Slaughterbeck E. S., Capezza N. M., Hmurovic J. "From Bad to Worse: Relationship Commitment and Vulnerability to Partner Imperfections" Personal Relationships, vol. 14, 2007-09-01