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Veronika Ilyuk-Morace

Assistant Professor of Marketing and International Business


Degrees

PHD, 2015, CUNY Gr Sch & Univ Cnt; MBA, 2014, CUNY Baruch Coll; BBA, 2010, CUNY Baruch Coll


Bio

Dr. Ilyuk is an Assistant Professor of Marketing and International Business at Hofstra University. She holds her Ph.D., M.B.A., M.Phil., and B.B.A. (graduating as Valedictorian) from Baruch College, City University of New York. She has taught Marketing courses at both the Undergraduate and Graduate levels. Dr. Ilyuk’s research largely explores the effects of contextual-, marketing-, and consumer-related factors (e.g., lay theories) on product inferences and judgments in the health domain—pertaining to product efficacy and food consumption. Her work has appeared in top marketing journals.

Education

2015
Ph.D., Business (Marketing), Baruch College, City University of New York Graduate Center

2014
M.B.A., Baruch College, City University of New York

2013
M.Phil. Business (Marketing Concentration), City University of New York Graduate Center

2010
B.B.A., International Marketing, Baruch College, City University of New York

  • Valedictorian, Class of 2010
  • William E. Macaulay Honors Program
  • Minors: Psychology; NYC Studies with Honors
  • Study Abroad: European Business Strategy, Danish Institute of Study Abroad Copenhagen, Denmark and Brussels, Belgium, 05-06/2009

Selected Publications

  • Ilyuk, Veronika and Lauren Block (2016), “The Effects of Single-Serve Packaging on Consumption Closure and Judgments of Product Efficacy,” Journal of Consumer Research, 42(6), 858-78.
  • Ilyuk, Veronika, Lauren Block, and David Faro (2014), “Is it Still Working? Task Difficulty Promotes a Rapid Wear-Off Bias in Judgments of Pharmacological Products,” Journal of Consumer Research, 41 (October), 775-793.
  • Ilyuk, Veronika, Lauren Block, and Patricia Williams (2014), “Consumer Behavior,” in Encyclopedia of Business and Finance, 3rd edition, Gale Cengage.
  • Ilyuk, Veronika, Caglar Irmak, Thomas Kramer, and Lauren Block (2014), “Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing,” in Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies, International Series in Quantitative Marketing, Vol. 20, ed. Min Ding, Jehoshua Eliashberg, and Stefan Stremersch, Springer, 315-344.
  • Kramer, Thomas, Caglar Irmak, Lauren Block, and Veronika Ilyuk (2012), “The Effect of a No-Pain, No- Gain Lay Theory on Product Efficacy Perceptions,” Marketing Letters, 23 (3), 517-529.

Teaching Interests

  • Principles of Marketing
  • Marketing Research
  • Consumer Behavior
  • Marketing Management/Strategy

Research Interests

  • Product inference-making
  • Product efficacy expectations, experiences, and judgments
  • Marketplace metacognition and consumer lay theories
  • Categorization; sequential/order effects
  • Visual information processing

Recent Courses Taught

Course Title Level
MKT 101 PRINCIPLES OF MARKETING Undergraduate
MKT 144 MARKETING RESEARCH Undergraduate
MKT 174 BUSINESS INTERNSHIP Undergraduate
MKT 185 INTERNSHIP IN MARKETING Undergraduate
MKT 309 RESEARCH SEM: MARKETING Graduate
MKT 310 THESIS IN MARKETING RESEARCH I Graduate
MKT 311 THESIS IN MKT RESEARCH II Graduate
Photo of Veronika Ilyuk-Morace

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