You are here

› › Itamar Simonson

Itamar Simonson
Itamar Simonson
Professor, Marketing
Contact Info
+1 (650) 725-8981
Email
ItamarSimonson
The Sebastian S. Kresge Professor of Marketing
Academic Area: 
Marketing

Research Statement

Itamar Simonson’s research includes 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
  • Honorary Doctorate, University of Paris II (Sorbonne Universities), 2016
  • 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

The Asymmetric Impact of Context on Advantaged Versus Disadvantaged Options
Ioannis Evangelidis, Jonathan Levav, Itamar Simonson. Journal of Market Research. April 2018, Vol. 55, Issue 2, Pages 239-253.
Bringing (Contingent) Loss Aversion Down to Earth — A Comment on Gal & Rucker’s Rejection of “Losses Loom Larger Than Gains”
Itamar Simonson, Ran Kivetz. Journal of Consumer Psychology. March 30, 2018.
The Positive Effect of Assortment Size on Purchase Likelihood: The Moderating Influence of Decision Order
Leilei Gao, Itamar Simonson. Journal of Consumer Psychology. October 2016, Vol. 26, Issue 4, Pages 542-549.
Imperfect Progress: An Objective, Quality Assessment of the Role of User Reviews in Consumer Decision Making
Itamar Simonson. Journal of Consumer Research. April 19, 2016, Vol. 42, Issue 6, Pages 840-845.
Mission (Largely) Accomplished: What’s Next for Consumer BDT-JDM Researchers?
Itamar Simonson. Journal of Marketing Behavior. 2015, Vol. 1, Pages 9-35.
The BDT Effect and Future: A Reply to John Lynch and Norbert Schwarz
Itamar Simonson. Journal of Marketing Behavior. 2015, Vol. 1, Issue 1, Pages 59-73.
Beating the Market: The Allure of Unintended Value
Aner Sela, Itamar Simonson, Ran Kivetz. Journal of Marketing Research. December 2013, Vol. 50, Issue 6, Pages 691-705.
Will I like a “medium” pillow? Another look at constructed and inherent preferences
Itamar Simonson. Journal of Consumer Psychology. July 2008, Vol. 18, Issue 3, Pages 155–169.
Regarding inherent preferences
Itamar Simonson. Journal of Consumer Psychology. 2008, Vol. 18, Issue 3, Pages 191–196.
Determinants of Customers' Responses to Customized Offers: Conceptual Framework and Research Propositions
Itamar Simonson. Journal of Marketing. 2005, Vol. 69, Issue 1.
The Idiosyncratic Fit Heuristic: Effort Advantage as a Determinant of Consumer Response to Loyalty Programs
Ran Kivetz, Itamar Simonson. Journal of Marketing Research. 2003, Vol. 40, Issue 4, Pages 454-467.
The Effect of Product Assortment on Consumer Preferences
Itamar Simonson. Journal of Retailing. 1999, Vol. 75, Issue 3, Pages 347–370.
Choice in Context: Tradeoff Contrast and Extremeness Aversion
Itamar Simonson, Amos Tversky. Journal of Marketing Research. 1992, Vol. 29, Issue 3, Pages 281-295.
The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior
Itamar Simonson. Journal of Marketing Research. 1990, Vol. 27, Issue 2, Pages 150-162.
Choice Based on Reasons: The Case of Attraction and Compromise Effects
Itamar Simonson. Journal of Consumer Research. September 1989, Vol. 16, Issue 2, Pages 158-174.

Books

Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information
Itamar Simonson, Emanuel Rosen New York: Harper Business, 2014.

Working Papers

On the Heritability of Choice, Judgement, and "Irrationality": Genetic Effects on Prudence and Constructive Predispositions | PDF
Itamar Simonson, Aner Sela2009
Customer Compliance with Presumed Market Research Goals: Motivational Drivers of Negative Service Evaluations | PDF
Itamar Simonson, Chezy Ofir, Song-Oh Yoon2007
Will I Like A "Medium" Pillow? Another Look At Constructed And Inherent Preferences | PDF
Itamar Simonson2007
The Influence Of Product Variety On Brand Perception And Choice | PDF
Itamar Simonson, Jonah Berger, Michaela Draganska2006
In Defense of Consciousness: The Role of Conscious and Unconscious Inputs in Consumer Choice | PDF
Itamar Simonson2005
Searching for a Mate: Theory and Experimental Evidence | PDF
Itamar Simonson, Raymond Fisman, Sheena Iyengar, Emir Kamenica2005
The Effect of Stating Expectations on Customer Satisfaction and Shopping Experience | PDF
Itamar Simonson, Chezy Ofir2005
Racial Preferences in Mate Selection: Evidence from a Speed Dating Experiment | PDF
Itamar Simonson, Raymond Fisman, Sheena Iyengar, Emir Kamenica2004
Anchoring Effects on Consumers' Willingness-to-Pay and Willingness-to-Accept | PDF
Itamar Simonson, Aimee Drolet2003
Determinants of Customers' Responses to Customized Offers: Conceptual Framework and Research Propositions | PDF
Itamar Simonson2003
Effect Propensity: The Location of the Reference State in the Option Space as a Determinant of the Direction of Effects on Choice | PDF
Itamar Simonson, Thomas Kramer, Maia Young2003
The Role of Effort Advantage in Consumer Response to Loyalty Programs: The Idiosyncratic Fit Heuristic | PDF
Itamar Simonson, Ron Kivetz2003
Reasons as Carriers of Culture: Dynamic vs. Dispositional Models of Cultural Influence on Decision Making | PDF
Itamar Simonson, Donnel Briley, Michael Morris2000
The Effect of Expecting to Evaluate on Quality and Satisfaction Evaluations | PDF
Itamar Simonson, Chezy Ofir2000
The Effects of Incomplete Information on Consumer Choice | PDF
Itamar Simonson, Ran Kivetz2000
The Role of Explanations and Need for Uniqueness in Consumer Decision Making: Unconventional Choices Based on Reasons | PDF
Itamar Simonson, Stephen Nowlis2000
Context Effects in Managerial Decision Making by Groups and Individuals | PDF
Itamar Simonson, Rashi Glazer1995

Teaching

Degree Courses

2019-20

GSBGEN 646: Behavioral Economics and the Psychology of Decision Making

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...

MKTG 337: Applied Behavioral Economics

The field of behavioral economics couples scientific research on the psychology of decision making with economic theory to better understand what motivates economic agents, including consumers, managers, public policymakers, investors, and...

2018-19

GSBGEN 646: Behavioral Economics and the Psychology of Decision Making

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...

2017-18

GSBGEN 646: Behavioral Decision Making

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...

MKTG 337: Applied Behavioral Economics

The field of behavioral economics couples scientific research on the psychology of decision making with economic theory to better understand what motivates economic agents, including consumers, managers, public policymakers, investors, and...

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

World Reputation Rankings 2016: there must be substance behind the spin
Times Higher Education, May 4, 2016
Stanford Discovers Why Business Loyalty Programs Work
Silicon Valley Business Journal, September 16, 2004
Consumers Prefer Loyalty Programmes that 'Fit'
The Wise Marketer, 12 10, 2003

Insights by Stanford Business

writtenThe Personal Touch, Quantified
May 31, 2017
Reminding customers of their loyalty to your business makes them much more likely to refer friends.
writtenAre Consumers Turned Off by Too Many Choices? Not Yet.
November 9, 2016
A Stanford researcher disputes the theory of “choice overload.”
writtenItamar Simonson: What Makes People Collect Things?
April 1, 2015
A marketing professor explores the world of collectibles and consumer motivation.
writtenItamar Simonson: Do Brands Still Matter for Online Shoppers?
January 29, 2015
Researchers puzzle over how consumers make product choices in the digital marketplace.
writtenItamar Simonson: Why Do Consumers Ignore Personalized Offers?
February 13, 2014
New research says customized deals often backfire.
writtenHow the Digital Age Rewrites the Rule Book on Consumer Behavior
February 4, 2014
The authors of a new book on market research explain how a shift in consumer decision-making is fundamentally changing marketing.
writtenItamar Simonson: Genes May Influence Consumer Choices
November 1, 2010
A new study suggests that many consumer judgments may be determined by genetics.
writtenItamar Simonson: Be Careful What You Ask Your Customers
April 1, 2007
Research shows that information gleaned from customer surveys can be misleading and even counterproductive.
writtenWhen Customers Equate Choice With Quality
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.
writtenAsking Consumers to Compare May Have Unintended Results
July 1, 2005
A professor of marketing says telling people to make comparisons, can "change the behavior of consumers in very fundamental ways."
writtenThe Four-Minute Search for the Perfect Mate
July 1, 2005
Through the lens of dating, a marketing professor looks at how people make choices.
writtenConsumers Work Hard for Certain Loyalty Programs
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.
writtenCultural Lenses Change Business Focus
June 1, 2001
How can firms understand and appreciate the cultural background of employees, partners, and customers without overemphasizing or stereotyping it?