Dr. Yulia Nevskaya

Biography

Yulia Nevskaya is an Assistant Professor at the Smith School of Business, Queen's University, specializing in Marketing. Her research primarily focuses on understanding how consumers respond to purchase and consumption stimuli, delving into the effects of incentives and rewards in various contexts including loyalty programs and massively multiplayer online video games. In addition to consumer behavior, she explores the influence of social interactions on consumption in both digital and physical environments. Yulia’s interests also extend to the psychology of habit formation and addiction, particularly in relation to video games. She employs empirical modeling techniques grounded in quantitative marketing economics and has contributed to leading journals such as Marketing Science and Marketing Research. Before joining Queen's University, Yulia was part of the faculty at Olin Business School, Washington University in St. Louis, where she taught courses on digital marketing and text mining. She earned her PhD in Business Administration with a specialization in Marketing from the University of Rochester, underscoring her solid academic foundation in marketing and economics.

Research Interests

Experience