Dr. Ayalla Ruvio, an assistant professor of marketing and supply chain management, recently garnered international media attention for her research on the “consumer doppelganger effect,” a term she and her co-authors coined to describe one consumer’s intentional mimicry of another.
In July 2011, Ruvio’s research – specifically mothers copying their daughters’ identities through fashion – captured the attention of news outlets in at least 20 countries, appeared on hundreds of websites and led to high-profile exposure for the Fox School’s thought leadership.
Ruvio’s study was featured in the Toronto Star, British Elle, Telegraph and Daily Mail, The Times of India, Chile’s La Tercera and China Daily. Major U.S. coverage included The New York Times, TIME, The Atlantic and NBC’s Today Show.
When CNN.com posted an article about her findings, it became the most popular story on the site. Her research was even a question on NPR’s weekly quiz show, “Wait, Wait … Don’t Tell Me!”
