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Veronika Ilyuk

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

  • Vallen, Beth, Karthik Sridhar, Daniel Rubin, Veronika Ilyuk, Lauren Block, and Jennifer Argo (2019), “Shape- and Trait-Congruence: Using Appearance-based Cues as a Basis for Product Recommendations,” Journal of Consumer Psychology, forthcoming.
  • Ilyuk, Veronika, Lauren Block, and Kelly Haws (2019), “Justifying by “Healthifying”: When Expected Satisfaction from Consumption Closure Increases the Desire to Eat More and Biases Health Perceptions of Unhealthy Leftovers,” Appetite, 133, 138-146.
  • Hamby, Anne and Veronika Ilyuk (2019), “A Wolf in Sheep’s Clothing: How Humanized, Retargeted Ads Intrude in Social Contexts,” Journal of Consumer Affairs, forthcoming.
  • Ilyuk, Veronika (2018), “Like Throwing a Piece of Me Away: How Online and In-Store Grocery Purchase Channels Affect Consumers’ Food Waste Intentions,” Journal of Retailing and Consumer Services, 41 (March), 20-30.
  • 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

  • Marketing Research
  • Digital Marketing
  • Consumer Behavior
  • Marketing Management/Strategy

Research Interests

  • Product efficacy expectations, experiences, and judgments
  • Food decision-making
  • Online consumer behavior
  • 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 248 STRTGC DECISNS FOR ONLINE MKT Graduate
MKT 309 RESEARCH SEM: MARKETING Graduate
Photo of Veronika Ilyuk

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