Yuliya Komarova (Loureiro) is an Assistant Professor of Marketing at Gabelli School of Business, Fordham University. She earned her Doctorate degree from the University of South Carolina in 2010. Her research interests lie primarily in the realms of moral judgment and moral regulation, particularly as they pertain to moral decision making and consumer well-being. Several of her current research undertakings fit within the transformative consumer research agenda. Specifically, she has focused on better understanding moral judgment in the consumption context and the possibility of improving well-being of consumers through services. Her research has been published in academic journals, including the Journal of Marketing Research, Journal of Public Policy and Marketing, International Journal of Research in Marketing, Journal of Service Management, Journal of Behavioral and Experimental Finance, and Psychology and Marketing, among others.