Academic Specialist, Marketing

Jennifer Yule

205B Hayden Hall
Northeastern University
360 Huntington Avenue
Boston, Massachusetts 02115-5000




PhD, Social Marketing, Glasgow Caledonian University, Scotland, UK
MRes Masters in Research, Glasgow Caledonian University, Scotland, UK
BA Marketing and Communication, Glasgow Caledonian University, Scotland, UK

Research & Teaching Interests

Professor Yule’s research interests are centered around consumer well being focused on two specific areas. First, the healthcare industry where current projects focus on the patient experience in hospital. Second, policy related projects which currently focus on e-cigarette consumption.

Industry & Academic Experience

Professor Yule held the position of lecturer (Assistant Professor) at the University of Stirling, Scotland. Her teaching experience began as a Teaching Fellow at Glasgow Caledonian University, Scotland.

Professor Yule also works as an analyst for several high risk industry clients in the oil and gas sector.

Services to the Profession

Professor Yule is the faculty advisor for the Northeastern University Marketing Association. She is also a regularly reviewer for a number of marketing journals and conferences.

Awards & Recognition

2011: Invited to be an honorary member of the Center for Consumers, Culture and Society at the University of Stirling

2011: Student nominated teaching excellence award, University of Stirling.

2007: Invited as an expert speaker to comment on the nature of young smoking behaviour on BBC Radio 1. Interview was aired on 7/2/07.


Selected Publications

Shaw, D.S. and Yule, J.A. (2012) “Consuming Spirituality: The Pleasure of Uncertainty”, European Journal of Marketing Vol. 47 (3/4).

Teller, C., and Thomson, J.A.(2012) “Gender Differences of Shoppers in the Marketing and Management of Retail Agglomerations”, The Service Industries Journal Vol.32 (3).

Teller, C., Elms, J.R., Thomson, J.A. and Paddison, A. (2010) “Place Marketing and Urban Retail Agglomerations: an examination of shoppers place attractiveness perceptions” Journal of Place Branding and Diplomacy Vol. 6(2) pp. 124–133.


Selected Presentations

Yule, J.A., Wigley, S.M., Almond, K., and Teller, C.T. (2012). The ‘Obesity Crisis’ and Fashion Retailing – a UK view. 19th International Conference on Recent Advances in Retailing and Consumer Services Science, Vienna, 9-12th July 2012.

Young, J.A., Little, D.C., Kelling, I., Murray, F., Yule, J.A. (2012). Contemporary Communications: Creating or confusing values in disparate global seafood value chains. World Aquaculture Society Meeting, Prague, 1-5th September 2012.

Thomson, J.A. Shaw, D.S. (2011). “Spirits in a Material World: An exploratory study of neutralisation in the spirituality market” European Marketing Academy Conference, Slovenia 24-27th May 2011.

Thomson, J.A., Wigley S.M. (2011). “Understanding Self Advertising on Social Networking Sites: An Application of Festinger’s Social Comparison Theory” 18th International Conference on Recent Advances in Retailing and Consumer Services Science, San Diego, 15-18th July 2011.

Thomson, J.A., Wigley, S.M., Parker, C. (2010). “Kate Loves Topshop: Celebrity Endorsement and the Lovemarks Concept in a Fashion Retail Context” 17th International Conference on Recent Advances in Retailing and Consumer Services Science, Istanbul, 2-5th July 2010.