Dr. Yonat Zwebner

Arison School of Business


Areas of expertise

  • 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.

  • Zwebner Yonat, and Rom Y. Schrift (forthcoming), "On My Own: The Aversion to Being Observed During the Preference-Construction Stage”, Journal of Consumer Research

    Selected media interviews and mentions: The Wall Street Journal, Behavioraleconomics.com

    Wertenbroch, Klaus, Rom Y. Schrift, Joseph W. Alba, Alixandra Barasch, Amit Bhattacharjee, Markus Giesler, Joshua Knobe, Donald R. Lehmann, Sandra Matz, Gideon Nave, Jeffrey Parker, Stefano Puntoni, Yanmei Zheng, and Yonat Zwebner (2020), “Autonomy in Consumer Choice,” Marketing Letters, forthcoming

    The Wall Street Journal, Forbes, The Daily Telegraph, The Times of London, The New York Times, Fox News

    Zwebner Yonat, Lee Leonard, and Goldenberg Jacob (2014), “The Temperature Premium: Warmer Temperatures Increase Product Valuations,” Journal of Consumer Psychology, 24(2) 251-259
    Selected media interviews and mentions: HBR Newsletter, Salon, Pacific Standard 
    This paper was chosen to be the “StatWatch” item in the May 2014 issue of Harvard Business Review

    Under Review

    Kim Nicole, Alixandra Barasch, Yonat Zwebner, and Rom Y. Schrift, "You Must Have a Preference: The Impact of No Preference Communication on Joint Decision Making". Invited revision at the Journal of Marketing Research.  

    Zwebner Yonat, Robert Mislavsky, and Deborah Small, “Justified Selfishness: Explaining Donation Decisions Reduces Donations.” Under review at the Organizational Behavior and Human Decision Processes.

    Working Papers
    Zwebner Yonat and Rom Y. Schrift, “The Pain of Choice: Explicit vs. Implicit Choice and Its Impact on Subjective Experience of Difficulty,” Manuscript in Preparation

    Zwebner Yonat, Jacob Goldenberg, and Ruth Mayo, “Would You Trust Me? The Social Impact of Face-Name Congruency,” Data collection in progress 

    Srna Shalena and Yonat Zwebner, "Unable to Rebound: The Repercussions of Being a Nonprofit that Errs," Data collection in progress