Zuzanna Jurewicz

[ pronounced you-REH-veech ]

Welcome!

I am a consumer behavior researcher exploring the intersection of consumption and sociality. My research falls into two streams, which ask:

How does social consumption emerge and what are its consequences?
How does competence - its pursuit or mere appearance - shape consumer behavior and decision making?

Underpinning all of my work is the goal of improving consumer well-being by understanding how, when, and with whom consumers can reap the greatest benefits from marketplace interactions.

I earned a Ph.D. in Business Administration (Marketing) from Ivey Business School at Western University and completed a two-year postdoctoral appointment at the Carlson School of Management at the University of Minnesota.

CV | Google Scholar

Research Interests

Theoretical: Social influence, interpersonal processes, motivation
Substantive: Experiential consumption, prosocial behaviour, consumer well-being
Methodological: Experiments (online, lab, field), text analysis, and qualitative methods

Education

Postdoctoral Associate (Marketing), 2026

Carlson School of Management, University of Minnesota

Ph.D. in Business Administration (Marketing), 2024

Ivey Business School, Western University

M.Sc. in Marketing and Consumer Studies, 2019

Lang School of Business and Economics, University of Guelph

B.Sc. (Hon.) in Psychology and Sociology (minor), 2016

University of Toronto

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