Julia Bayuk

Assistant Professor of Marketing

Department: Business Administration
Campus Address: 205 Lerner Hall
Newark, DE 19716
Phone: 302-831-1027


Julia Bayuk is an Assistant Professor of Business Administration in the Marketing area. She received a B.S. in Economics from the Wharton School at the University of Pennsylvania, with concentrations in Marketing and Communication, and a Ph.D. in Marketing at the University of Florida. Her research interests are centered around understanding when planning to pursue a goal is beneficial versus detrimental to achieving the goal. She is also really interested in understanding how perceptions of effort guide consumer decisions, and how a person’s salient identity influences their judgments and choices.  Contextually, she is interested in public policy and studying issues related to improving consumer welfare, such as increasing the amount of money people save or getting in shape/ eating healthier.

Her research has been published in Journal of Consumer Research, Organizational Behavior and Human  Decision Processes, Journal of Experimental Psychology: Applied, and Journal of Consumer Psychology.


  • Ph.D. in Marketing, Warrington College of Business, University of Florida, 2008
  • B.S. in Economics, with Concentrations in Marketing and Communications, Wharton School, University of Pennsylvania, 2002.
  • Curriculum Vitae


Bayuk, Julia Belyavsky, Chris Janiszewski and Robyn A. LeBoeuf (2010), "Letting Good Opportunities Pass Us By: Examining the Role of Mindset during Goal Pursuit," Journal of Consumer Research, 37, 570-83. 

LeBoeuf, Robyn, Eldar Shafir, and Julia Belyavsky Bayuk (2010), “The Conflicting Choices of Alternating Selves," Organizational Behavior and Human Decision Processes, 111 (January), 48-61

Cohen, Joel B., Julia Belyavsky, and Timothy Silk (2008), “Using Visualization to Alter the Balance Between Desirability and Feasibility During Choice,” Journal of Consumer Psychology, 18 (October), 270 – 275.

Janiszewski, Chris, Donald R. Lichtenstein, and Julia Belyavsky (2008), “Judgments about Judgments: The Dissociation of Consideration Price and Willingness to Purchase Judgments,” Journal of Experimental Psychology: Applied, 14(2), 151 – 164.

Awards & Honors

  • YoUDee Leadership Award Nominee for Best Advisor (Blue Hen Marketing Club), University of Delaware, May 2015

  • YoUDee Leadership Award for Best Co-Sponsored Event as the Advisor of the Blue Hen Marketing Club, University of Delaware, May 2012

  • YoUDee Leadership Award for Best Event for Meet the Marketers as the Advisor of the Blue Hen Marketing Club, University of Delaware, May 2011

  • Society for Marketing Advances Consortium Fellow, San Antonio, TX, November 2007

  • Haring Symposium Fellow, University of Indiana, April 2007

  • SCP-Sheth Dissertation Proposal Award, “Letting Good Opportunities Pass By: Examining the Role of Mindset During Goal Pursuit,” Honorable Mention, 2006

  • Presidential Fellowship Recipient, University of Florida, 2003 – 2007

  • Research Assistantship, University of Florida, 2003 – 2007


Professor Bayuk primarily teaches the Introduction to Marketing Course at the undergraduate level, and undergraduate and graduate levels of Buyer Behavior.

The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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