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Yvetta Simonyan
London Business School
Yvetta Simonyan is a third-year doctoral student in Marketing at London Business School. Her research interests include consumer decision-making, recognition heuristics, and branding. Yvetta's current research examines the effect of brand
recognition on consumers' perception of the quality of brands and on choice and consideration set formation decisions, as well as the effect of recognition on the confidence in these decisions. It suggests a mean-variance model that may predict
peoples' choices between recognized and unrecognized products based on how
people perceive them and aims at explaining some unsolved phenomena regarding recognition heuristics via modeling choice, along with confidence in choice and reaction time, using different measures of recognition and perceived quality. This work
also intends to extend the investigation of these relationships by manipulating the time
pressure during the decision making process. She attended and presented at the
Summer Institute on Bounded Rationality in Berlin, Germany. Yvetta holds a diploma in Pharmacy from Yerevan State Medical University, Armenia, and MBA from Indiana University of Pennsylvania. Her work experience includes promotion and distribution of pharmaceutics, teaching in business undergraduate programs, and marketing research and consulting for small businesses. Other professional activities include organising Annual Trans-Atlantic Doctoral Conference at London Business School, where she has been serving in organizing and reviewing committees for the last three years.
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