Yonat
Zwebner is an Assistant Professor of Marketing at the Arison School
of Business, IDC Herzliya. Prior to joining IDC, she was a
Post-Doctoral Research Fellow at the Wharton School, University of
Pennsylvania. She holds a PhD in Marketing from the Hebrew University
of Jerusalem.
Her
research examines social influences, such as the implications of
being observed while making a consumption decision, the effects of
justifying decisions, and the strong influence a social tag has. In
one stream of her research, she explores how consumers are averse to
being observed while making a decision, and how such an observation
threatens one’s sense of autonomy and free will. In addition, she
examines how exposing a reason for a prosocial decision, influences
that decision. In a second stream of her research she investigates
how a social tag, our given name, is so influential such that it
influences the way we look. Her research has been published in the
Journal of Personality and Social Psychology and the Journal of
Consumer Psychology. Yonat’s research has won several awards,
including finalist for the 2017 SESP best dissertation award and has
received massive media attention, including the Wall Street Journal
and the Harvard Business Review.
Yonat
Zwebner teaches Marketing Management and Consumer Behavior. She
completed her Master Thesis in Marketing at the Hebrew University of
Jerusalem, her MBA at the IDC, and her LLB at the University of
Tel-Aviv.
