Pafos Innovation Institute
Lecturer

Dr. Yonat Zwebner

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.