Yonat Zwebner’s 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
the first 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 investigates how exposing a reason for a prosocial decision, influences that decision. In the 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 Zwebner holds a PhD in Marketing from the Hebrew University of Jerusalem.
Education: B.sc and M.sc in Industrial Engineering and Management from The Ben-Gurion University. Research Profile: Consumer behavior and Decision making. Specifically, I am interested on the influence external influence on consumer behavior.
My research focus on the twist of old behaviors in the age of the digital era.
My first project is on public shaming in online social networks. Engagement in public shaming entails two contradictory outcomes: informal enforcement against deviant behavior (e.g., protecting animals, helping people in need, safe driving) and a violation of privacy rights and dignity (e.g., exposing the personal details of the wrongdoer). A set of studies shows the duality of this old punishment system, being embraced by social media users'. Our results suggest that identification of the wrongdoer moderates the effect of morality on participation in public shaming.
My second project focus on the influence and reaction to photos in general, and Selfie in particular, in consumer research context. The availability of photography through mobile create a tendency to take photo at various moments of the everyday life. We can see on social networks that consumers and marketers are using photography in general and selfie in specific in relation to products and services. This project examines whether taking a selfie (vs. asking another person to take your photo, taking a photo of an object or not taking a photo at all) will increase or decrease enjoyment and satisfaction from consumption products. On the other hand, how is seeing a picture of someone else make you judge his own experience and evaluation of the product consumed.
Education: B.sc in Computers Sciences and MBA from The Hebrew University. Research Profile: Diffusion of innovations and all that surrounds it, specifically the diffusion of decliners (those who considered the innovation but declined it), their effects on the diffusion process. Social networks and effects of Social networking behaviour on adoption processes. Online networks. Beyonds marketing I am also intrigued by solving riddles and cognitive processes.