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I’m Julie Schiro, an Assistant Professor of Marketing at the Michael Smurfit School of Business, University College Dublin. Fascinated by persuasion, my research explores how marketers “sell” healthful and prosocial behaviors, from water conservation to charity, and how humorous or heartwarming ads compare to the more classic fear-based approach (e.g., “this is your brain on drugs”). I am also fascinated by visual processing, especially people’s tendency to misinterpret data visuals, and how simple changes to the visuals can attenuate these misinterpretations.

I graduated summa cum laude from the University of Southern California with a bachelor’s degree in business and an emphasis in marketing and entrepreneurship, and received my Ph.D. in marketing from the University of Colorado, Boulder.

My Research

Nudging people towards better judgments

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When I reflect on my own time as a student, the most memorable classes were taught by charismatic professors with high expectations. I hope to offer my students this kind of experience.

“I didn’t know marketing was so cool!”
“Loved this class! Most interactive, interesting and informative class I have taken.”
“One of the best professors I’ve had.”

Carysfort Ave, Blackrock, Co. Dublin, Ireland