Photo of Yvetta Simonyan

Accepting PhD Students

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Personal profile

Research interests

My main research projects focus on behavioural decision making applied to branding and charitable giving.

I study consumers' inferences about brand quality, in particular, whether the old adage "there is no such thing as bad publicity" applies to brands. I ask whether brands associated with predominantly negative quality information are inferred to be of lower quality than unfamiliar brands, with the hypothesis that low-quality recognized brands will be perceived as superior. Having collected rich data on perceptions of brand quality, memory cues, and media metrics, I also explore the accuracy of models that describe and predict consumers' inferences (and confidence in inferences) about brand quality based on the information in memory and the external environment.

The other major stream of my research focuses on peoples' willingness to donate to charitable causes. Together with my co-authors, I find that people often favor beautiful, but less needy donation recipients. We propose that such propensity is a reflection of their intuitive rather than deliberative decisions and attempt to reverse the "charity beauty premium" by inducing deliberation in different ways (Cryder, Botti and Simonyan 2017). I also explore the factors that affect the perceptions of beauty affecting the donating/helping bevaviour in the domain of animal conservation. My more recent projects involve the studying how the availability of unconventional marketing offers/opportunities affects people’s helping/giving behavior.

Willing to supervise PhD

I am interested in supervising prospective doctoral students who would like to engage in research within my area of expertise. This includes both primary and secondary supervision. Current undergraduate and postgraduate students at the University of Bath can also engage in research apprenticeship with me via the Undergraduate Research Internship projects or while working on MSc dissertations.

Education/Academic qualification

Marketing, Doctor of Philosophy, London Business School

Oct 2006Nov 2012

Marketing, Master of Research, London Business School

Oct 2006Jul 2008

Business Administration, Master of Business Administration, Indiana University of Pennsylvania

Sep 1999Dec 2001

Pharmaceuticals, Master of Pharmacy, Yerevan State Medical University

Sep 1989Jun 1994

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

Inference Business & Economics
Premium Business & Economics
Charity Business & Economics
Product quality Business & Economics
Deliberation Business & Economics
Choice sets Business & Economics
Generosity Business & Economics
Consumer knowledge Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2009 2018

Doppelganger brand image

Simonyan, I., Lee, Z., Ang, D. & Grewal, D.

4/07/17 → …

Project: OtherResearch

Reminders of money in marketing promotions and helping behaviour

Simonyan, I. & Smith, C.

24/04/17 → …

Project: OtherResearch

Memory information and brand quality perceptions

Simonyan, I. & Goldstein, D.

1/07/09 → …

Project: OtherResearch

Research Output 2017 2017

2 Citations (Scopus)

The Charity Beauty Premium: Satisfying Donors’ Want versus Should Desires

Cryder, C., Botti, S. & Simonyan, I., 1 Aug 2017, In : Journal of Marketing Research. 54, 4, p. 605-618 14 p.

Research output: Contribution to journalArticle

Open Access
Choice sets