Skip to main content

Michigan State University masthead

Ayalla  Ruvio

Ayalla Ruvio

Assistant Professor
Department: Marketing

Office: N304

Telephone: (517) 432-6467


Dr. Ayalla Ruvio is an applied consumer behavior researcher who focuses on issues such as identity and consumption, material vs. experiential consumption, consumer arrogance, and cross-cultural consumer behavior. Her research has been published in refereed journals including the Journal of Academy of Marketing Science, Psychology & Marketing, Journal of Product Innovation Management, Journal of Business Research, and Leadership Quarterly. She is the co-editor of the volume on "Consumer Behavior" in the International Encyclopedia of Marketing and the book "Identity and Consumption". Prior to joining the Broad College faculty, she was an assistant professor at the University of Haifa and Temple University and a visiting professor at the University of Michigan. Her research has featured in numerous media outlets all over the world, including the CNN, TODAY show, Good Morning America, TIME magazine, The New York Times, Forbes, Consumer Reports, The Daily Telegraph, The Atlantic, The Telegraph, and the Toronto STAR.  

- Identity and consumption
Material vs. experiential consumption
- Cross-cultural consumer behavior

Specific content areas include:            
- - Materialism
- - Consumers’ need for uniqueness
- - Assimilation vs. differentiation
- - Consumers’ arrogance 
- - Luxury consumption

  • American Marketing Association’s Professor of the Year: at Temple University
  • Marketing Department MBA teaching award: At Michigan State University
  • Instructor Excellence Award for the Executive MBA Program - Board College of Business, MSU.: At Michigan State University


  • Mangus, S. & Ruvio A. (Forthcoming). Do opposites attract? Assimilation and differentiation as relationship building strategies. Journal of Personal Selling & Sales Management.
  • Ruvio, A. & Belk, R. (2018). Strategies of the extended self: the role of possessions in transgenders’ conflicted selves. Journal of Business Research, 88, 102-110.
  • Dose, D., Walsh, G., Ruvio, A. & Segev, S. (2018). Investigating links between cultural orientation and culture outcomes: Immigrants from the former Soviet Union to Israel and Germany. Journal of Business Research, 82, 281-289.
  • Ruvio, A. & Shoham, A. (2016). “Consumers’ arrogance: Cross cultural and sub-cultural conceptualization of consumers’ aspiration for superiority.” Journal of Business Research. 69 (10), 3989–3997.
  • Ruvio, A., Somer, E. & Rindfleisch, A. (2014). “When bad gets worse: The amplifying effect of materialism on traumatic stress following terrorist attacks.” Journal of Academy of Marketing Science. 42 (1), 90-101.
  • Ruvio, A., Shoham, A., Vigoda, E. & Schwabsky, N. (2014).  “Organizational innovativeness: Construct development and cross-cultural validation.” Journal of Product Innovation Management. 31 (5), 878–1124.
  • Ruvio, A., Somer, E., & Rindfleisch, A. (2013). When bad gets worse: the amplifying effect of materialism on traumatic stress and maladaptive consumption. Journal of the Academy of Marketing Science, 1-12.
  • Ruvio, A., Gavish, Y., & Shoham, A. (2013). Consumer's doppelganger: A role model perspective on intentional consumer mimicry. Journal of Consumer Behaviour, 12(1), 60-69.
  • Segev, R., Shoham, A., & Ruvio, A. (2012). What Does this Gift Say about Me, You, and Us? The Role of Adolescents"™ Gift Giving in Managing their Impressions among their Peers. Psychology & Marketing, 29(10), 752-764.
  • Shoham, A., Vigoda-Gadot, E., Ruvio, A., & Schwabsky, N. (2012). Testing an organizational innovativeness integrative model across cultures. Journal of Engineering and Technology Management, 29(2), 226-240.
  • Hirschman, E. C., Ruvio, A. A., & Touzani, M. (2011). Breaking bread with Abraham"™s children: Christians, Jews and Muslims"™ holiday consumption in dominant, minority and diasporic communities. Journal of the Academy of Marketing Science, 39(3), 429-448.
  • Ruvio, A. A., & Shoham, A. (2011). Aggressive driving: A consumption experience. Psychology & Marketing, 28(11), 1089-1114.
  • Ruvio, A. A., & Shoham, A. (2011). A multilevel study of nascent social ventures. International Small Business Journal, 29(5), 562-579.
  • Ruvio, A., Rosenblatt, Z., & Hertz-Lazarowitz, R. (2010). Entrepreneurial leadership vision in nonprofit vs. for-profit organizations. The Leadership Quarterly, 21(1), 144-158.
  • Ruvio, A. (2008). Unique like everybody else? The dual role of consumers' need for uniqueness. Psychology & Marketing, 25(5), 444-464.
  • Ruvio, A., Shoham, A., & Brencic, M. M. (2008). Consumers' need for uniqueness: short-form scale development and cross-cultural validation. International Marketing Review, 25(1), 33-53.
  • Shoham, A., & Ruvio, A. (2008). Opinion leaders and followers: A replication and extension. Psychology & Marketing, 25(3), 280-297.
  • Ruvio, A., & Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology & Marketing, 24(8), 703-722.


  • Ruvio, A. A., & Belk, R. W. (Eds.). (2013). The Routledge Companion to Identity and Consumption. Routledge.
  • Bagozzi, R. and Ruvio, A. (Eds.) (2011). Consumer Behavior, International Encyclopedia of Marketing. John Wiley & Sons Ltd.
  • MKT 805: Marketing Management (Graduate level)
  • PIM 863: Marketing Systems (EMBA)
  • PIM 862: Customer and Competitor Analysis (EMBA)
  • MKT 302: Consumer Behavior (Undergraduate level)

Michigan State University

Contact Information Site Map Privacy Statement Site Accessibility
Call MSU: (517) 355-1855 Visit: MSU is an affirmative-action, equal-opportunity employer. Notice of Nondiscrimination
SPARTANS WILL. © Michigan State University