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Itamar Simonson

Itamar   Simonson
Professor, Marketing
ItamarSimonson
Sebastian S. Kresge Professor of Marketing 
Academic Area: 
Marketing

Research Statement

Itamar Simonson’s research includes consumer decision making, buyer behavior, consumer evaluation of brands and promotional offers, marketing management, and survey methods. Some of Simonson’s studies demonstrate a variety of seemingly irrelevant and irrational influences on consumers' decisions. These studies introduce a new perspective on consumer behavior and suggest more effective approaches to the design of market research investigations and marketing strategies.

Bio

Itamar Simonson is the Sebastian S. Kresge Professor of Marketing at the Graduate School of Business, Stanford University. Itamar has published numerous articles in leading marketing and decision making journals. His work has provided new insights into consumer choice, the factors that drive buyer decisions, the limits of customization, and other central marketing issues. He has won many awards for his research, including the Distinguished Scientific Contribution Award of the Society for Consumer Psychology, Elected Fellow of the Association for Consumer Research, the award for Best Article published in the Journal of Consumer Research, twice the Journal of Marketing Research O’Dell Award (for the JMR article that has had the greatest impact on the marketing field in the previous 5 years), the Best Article in the Journal of Public Policy & Marketing, the Association for Consumer Research Ferber Award, and the American Marketing Association award for the Best Article on services marketing. At Stanford Dr. Simonson has taught MBA courses on marketing management, critical analytical thinking, marketing to businesses, and technology marketing, and PhD courses on consumer behavior, consumer research methods, and decision making. Itamar serves on nine editorial boards of leading marketing and decision making journals.

Academic Degrees

  • PhD, Duke University, 1987
  • MBA, University of California, Los Angeles, 1978
  • BA, Hebrew University, 1976

Academic Appointments

  • At Stanford University since 1993
  • Assistant Professor, University of California, Berkeley, 1987–1993

Professional Experience

  • Product Marketing Manager for two-way communications products, International Division, Motorola Inc., 1978–1983

Awards and Honors

  • The Distinguished Scientific Contribution Award, Society for Consumer Psychology, 2007
  • Best Article, Journal of Consumer Research, 1990
  • O'Dell Award for the article that has had the greatest impact on the marketing field in the previous five years, Journal of Marketing Research, 1997 and 2001
  • Award for the Best Article, The Journal of Public Policy and Marketing, 1993-1995, 1995
  • Elected Fellow, Association for Consumer Research, 2013

Publications

Journal Articles

Aner Sela, Itamar Simonson, Ran Kivetz . Journal of Marketing Research. December 2013, Vol. 50, Issue 6, Pages 691-705.
Itamar Simonson. Journal of Consumer Psychology. July 2008, Vol. 18, Issue 3, Pages 155–169.
Itamar Simonson. Journal of Consumer Psychology. 2008, Vol. 18, Issue 3, Pages 191–196.
Ran Kivetz, Itamar Simonson. Journal of Marketing Research. 2003, Vol. 40, Issue 4, Pages 454-467.
Itamar Simonson. Journal of Retailing. 1999, Vol. 75, Issue 3, Pages 347–370.
Itamar Simonson, Amos Tversky. Journal of Marketing Research. 1992, Vol. 29, Issue 3, Pages 281-295.
Itamar Simonson. Journal of Marketing Research. 1990, Vol. 27, Issue 2, Pages 150-162.
Itamar Simonson. Journal of Consumer Research. September 1989, Vol. 16, Issue 2, Pages 158-174.

Books

Itamar Simonson, Emanuel Rosen New York: Harper Business, 2014.

Working Papers

The Influence Of Product Variety On Brand Perception And Choice | PDF
Itamar Simonson, Jonah Berger, Michaela Draganska2006
Searching for a Mate: Theory and Experimental Evidence | PDF
Itamar Simonson, Raymond Fisman, Sheena Iyengar, Emir Kamenica2005
Racial Preferences in Mate Selection: Evidence from a Speed Dating Experiment | PDF
Itamar Simonson, Raymond Fisman, Sheena Iyengar, Emir Kamenica2004

Courses Taught

Degree Courses

2014-15

The Critical Analytical Thinking (CAT) seminar helps develop and hone the skills needed to analyze complex issues, to formulate well-reasoned arguments and to evaluate others€™ arguments. In sections of 18 students or less, you will analyze,...

This seminar examines research on the psychology of judgment and choice. Although the normative issue of how decisions should be made is relevant, the descriptive issue of how decisions are made is the main focus of the course. Topics of...

Doctoral Practicum in Teaching

Doctoral Practicum in Research

This course is designed to prepare new marketing PhD students for conducting rigorous, independent research. In this course, the student will work closely with a faculty member in collaborative research activities and will become familiar with...

2013-14

The Critical Analytical Thinking (CAT) course provides a setting for students to further develop and hone the skills needed to analyze complex issues and make forceful and well-grounded arguments. In 16-18 person sections, you will analyze,...

This seminar examines research on the psychology of judgment and choice. Although the normative issue of how decisions should be made is relevant, the descriptive issue of how decisions are made is the main focus of the course. Topics of...

2012-13

The Critical Analytical Thinking (CAT) course provides a setting for students to further develop and hone the skills needed to analyze complex issues and make forceful and well-grounded arguments. In 16-18 person sections, you will analyze,...

Service to the Profession

Editorial Board

  • International Journal of Research in Marketing, 1992-present
  • Journal of Behavioral Decision Making, 1995-present
  • Journal of Consumer Psychology, 1992-present
  • Journal of Consumer Research, 1992-present
  • Journal of Marketing, 1995-present
  • Journal of Marketing Research, 1992-present
  • Marketing Letters, 1992-present

Member

  • American Marketing Association, 1985 - present
  • American Psychological Society, 1985 - present
  • Association for Consumer Research, 1985 - present
  • Society for Judgment and Decision Making, 1985 - present

In the Media

Silicon Valley Business Journal, September 16, 2004
The Wise Marketer, 12 10, 2003

Insights by Stanford Business

December 11, 2014
Explore 10 Stanford Business stories from 2014, including pieces on happiness and networking.
December 10, 2014
Researchers revisit a longheld marketing concept about how product placement impacts purchases.
February 13, 2014
New research says customized deals often backfire.
February 4, 2014
The authors of a new book on market research explain how a shift in consumer decision-making is fundamentally changing marketing.
November 1, 2010
A new study suggests that many consumer judgments may be determined by genetics.
April 1, 2007
Research shows that information gleaned from customer surveys can be misleading and even counterproductive.
May 1, 2006
Too many options can be a drag on buying behavior, but when consumers must buy, they perceive brands offering greater variety as better.
July 1, 2005
A professor of marketing says telling people to make comparisons, can "change the behavior of consumers in very fundamental ways."
July 1, 2005
Through the lens of dating, a marketing professor looks at how people make choices.
September 1, 2003
Offers that feel tailored to one's taste cause people to view the offer as more attractive, and work much harder for it.
June 1, 2001
How can firms understand and appreciate the cultural background of employees, partners, and customers without overemphasizing or stereotyping it?