Dr Yvetta Simonyan

Dr Yvetta Simonyan

Department of Marketing
Lecturer in Marketing

Contact details

Room 214, Ash Huse
University of Birmingham
B15 2TT

Yvetta’s research focuses on how consumers’ inferences about product quality are related to brand information in memory. In particular, her work explores what people think about the brands they recognize and the brands they have never seen or heard of before and whether the old saying "better the devil you know than the devil you don’t" applies to brands.

The other stream of her research focuses on the factors that influence consumers’ willingness to provide and receive help. How do marketing promotions change the likelihood of making a charitable donation or participating in market research? Does marketing communication affect whether or not people seek help? What factors affect people’s willingness to donate to charitable causes? For example, Yvetta’s recent research project involves exploring the effect of physical attractiveness versus neediness of donation recipients on donors’ choice. 

For more information see Yvetta’s personal website.



  • PhD in Marketing, London Business School, 2012
  • Master of Research in Marketing, London Business School, 2008
  • MBA (with distinction), Indiana University of Pennsylvania, 2001
  • Diploma (with distinction), Pharmacy, Yerevan State Medical University, 1994


Yvetta teaches Marketing Communications and Brand Management courses at the graduate and undergraduate levels.


  • Consumer behaviour
  • Behavioural decision making
  • Branding
  • Marketing promotions


“The Charity Beauty Premium: Satisfying Donors' Want versus Should Desires,” Journal of Marketing Research, with Cynthia Cryder and Simona Botti (In Press)

“Giving to What We Want Instead of to What We Should,” Advances in Consumer Research, 41, 72, with Cynthia Cryder and Simona Botti (2013)

“Worse Than Bad: Inferences About Brand Quality Based on Information in Memory,” European Advances in Consumer Research, 10, 318, with Daniel G. Goldstein (2013)