Teaching / Research Interests
Duke University: The Fuqua School of Business
100 Fuqua Drive
Durham, NC 27708
Professor Britton's primary research areas are advertising and consumer emotions. She has examined a number of issues surrounding the question, "What makes for an effective marketing communication?” She addresses this question by examining the structural components of the communication and its content. Her research examines the emotions that are elicited by the communication and the impact of these emotions on the beliefs, attitudes and behavioral intentions. Her current research extends these findings from examining the effects of a single communication to examine how the beliefs formed and emotions experienced during the exposure to one communication impact the effects of subsequent communications, over time, brands, choice decisions, and consumption experiences.
Professor Britton’s publications include the book, Emotion in Advertising: Theoretical and Practical Explorations, and numerous papers in leading academic journals and books. Examples include, "Fishing for Feelings: Hooking Viewers Helps!" in the Journal of Consumer Psychology, “The Magic of Music,” at the Society for Consumer Psychology Conference, “Elaboration and the Effectiveness of Negatively versus Positively Framed Messages,” in the Journal of Consumer Research, and "The Information Processing of Coordinated Media Campaigns," in the Journal of Marketing Research.
Dr. Britton has served on the editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Research, and Quarterly Journal of Business and Economics. She is the Chair of Duke University’s Institutional Review Board that provides oversight of all of the research activities that involves human participants conducted by the faculty, staff and students of the University. She is a member of the Duke University’s Academic Council, and the Faculty Compensation Committee.
Professor Britton has taught courses in core marketing, marketing communications, customer relationship management, market intelligence, and experimental design and data analysis. She has taught in China, Germany, France, and South Africa. She received the Kraft Award for Excellence in Management Education and was inducted into the Beatrice Nebraska Educational Foundation Hall of Fame. Dr. Britton has served on the Board of Directors of the Triangle Church, Colon Cancer Alliance, Duke School for Children and First Presbyterian Day School. Her consulting clients have included the Federal Trade Commission, the Assistant United States Attorney, law firms, marketing research firms, and numerous companies.
Julie joined the faculty of the Fuqua School of Business in 1980 after receiving her M.S. and Ph.D. in marketing from Carnegie-Mellon University and her B.A. in mathematics from The University of Nebraska-Omaha.