Itamar Simonson
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Education
Ph.D., marketing, Duke University's Fuqua School of Business; M.B.A., marketing, UCLA Anderson School of Management
Summary of Experience
Professor Simonson is an expert in survey methods, behavioral decision making, buyer behavior, consumer evaluation of brands and promotional offers, and marketing management. His research includes experimental studies on the effect of survey methods on likelihood-of-confusion estimates and examines topics such as how consumers make product choices in the digital marketplace, how information gleaned from customer surveys can be misleading, and how consumer decision making impacts marketing practices. Professor Simonson has served as an expert witness in matters involving surveys, trademarks, buyer behavior, the impact of product and service features on buyers’ choices, false advertising, branding, and other marketing issues. He has consulted to clients in a wide range of industries. He is a coauthor of the book Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information.
Professor Simonson has also published numerous articles on topics such as the impact of product features, product and service evaluations, trademark confusion, buyer decision making, and survey methods. His research has won many awards, including two O’Dell awards for research that has made a “significant, long-term contribution” to the field of marketing. Professor Simonson is also a lifetime fellow of the Association of Consumer Research for his impact on the scholarly study of consumer behavior. He received an honorary doctorate from the University of Paris II (Sorbonne Universities). He serves on the editorial boards of several leading publications and is the coeditor of Consumer Psychology Review. At Stanford, Professor Simonson has taught M.B.A. courses on marketing management, marketing to businesses, technology marketing, and applied behavioral economics, as well as Ph.D. courses on buyer behavior, surveys, consumer research methods, and behavioral economics.