Senior Lecturer in Marketing, University of Bath

Yvetta's research focuses on how consumers' inferences about product quality are related to brand information in memory. In particular, her work explores what people think about the brands they recognize and the brands they have never seen or heard of before and whether the old saying "better the devil you know then the devil you don't" applies to brands.

The other stream of her research focuses on the factors that influence consumers' willingness to provide and receive help. How do marketing promotions change the likelihood of making a charitable donation or participating in market research? Does marketing communication affect whether or not people seek help? What factors affect people's willingness to donate to charitable causes? For example, Yvetta's recent research project involves exploring the effect of physical attractiveness versus neediness of donation recipients on donors' choice.


  • 2016–present
    Senior lecturer in Marketing, University of Bath
  • 2012–2016
    Lecturer in Marketing, University of Birmingham
  • 2010–2012
    Seminar instructor, London Business School


  • 2013 
    London Business School, PhD
  • 2001 
    Indiana University of Pennsylvania, MBA


  • 2017
    Journal of Marketing Research, The Charity Beauty Premium: Satisfying Donors’ “Want” Versus “Should” Desires