Amanda Pruski Yamim
Département
Marketing
Nationalité
Brazil
Fonction
Associate Professor
Amanda, Ph.D., is an Assistant Professor in the Marketing Department at Grenoble Ecole de Management (GEM). She received her Ph.D. in Management (Focus in Marketing), from NEOMA Business School in Reims, France. She was a visiting scholar at the University of British Columbia (Vancouver, CA). Amanda’s current research focuses on consumer behavior and, more specifically, on how consumer’s preconceptions (e.g., stereotypes, lay beliefs) bias consumers inferences and decision making. Her research interests include consumers food decision making, social marketing, and employee-consumer interaction. Amanda teaches Consumer Behavior, Social Marketing, Services Marketing, and Science of attention and influence in Marketing
- Consumer Behavior
- Experimental method
- Food consumption
- Social Marketing
- Preconceptions biasing consumers inferences and decision making
- Bashirzadeh Y., Malek S., Pruski Yamim A., Petersen J. A., Nadalizadeh A., 2025.The impact of “use in moderation” corporate social marketing (CSM) campaigns on free-to-play mobile game app usage and spendingInternational Journal of Research in Marketing, 42, 4, Part A: 1143-1162
- Pruski Yamim A., Werle C., 2025.Nutri-Score Label Influence on Food Purchase Intention Depends on Consumers’ Expectations of HealthinessAppetite, 207, 107870: 107870
- Haws K. L., Pruski Yamim A., 2025.Seeing the forest through the trees and on tees: Nature and consumer decision‐makingJournal of Consumer Psychology, 35, 3: 511-521
- Pruski Yamim A., Mai R., Joerling M., 2024.Une question de perspective : les managers et les consommateurs évaluent différemment les contributions des technologiesRecherche et Applications en Marketing, 39, 4: 29–54
- Shaikh S., Pruski Yamim A., Werle C., 2024.Are all-encompassing better than one-trait sustainable labels? The influence of Eco-Score and organic labels on food perception and willingness to payAppetite, 203, December: 107670
- Werle C., Gauthier C., Pruski Yamim A., Bally F., 2024.How a food scanner app influences healthy food choiceAppetite, 200, September: 107571The use of mobile applications to assist with food decision making has increased significantly. Although food scanner applications provide nutritional information to consumers in the marketplace, little is known about their effects on users’ intentions and behavior. This research investigates whether a mobile food scanner app can influence consumers toward healthier food choices. Four studies tested whether information displayed through a food scanner app (as opposed to no information or front-of-packaging label information) influenced purchase intentions for food products (Studies 1-3) or led consumers to make healthier food choices (Study 4). Application-provided information enhanced hypothetical choice and purchase intentions of healthy products in comparison no information, but it did not influence real behavior when participants made choices in an experimental supermarket. Information provided through a food scanner app was systematically outperformed by front-of-packaging label information.
- Bashirzadeh Y., Malek S., Petersen J. A., Pruski Yamim A., Nadalizadeh A., 2024.Corporate Social Marketing and Profitability: Evidence from a Use in Moderation Campaign in a Mobile Game53rd Annual Conference of The European Marketing Academy, EMAC European Marketing Academy, Bucharest, Romania
- Werle C., Frison S., Pruski Yamim A., Moura M., 2024.Everyone has debt so I don’t need to pay: How high-debt descriptive norms influence debt payment intentions and behaviorAmerican Marketing Association Winter Conference, American Marketing Association, United States of America
- Grimes J., Werle C., Pruski Yamim A., 2023.Comment le type d’alcool influence de facon biaisee l’evaluation des boissons alcoolisees et impacte les comportements a risqueJournée du Marketing AgroAlimentaire, AFM Association Française de Marketing, Montpellier, FranceThis research investigates a bias related to alcohol type, whereby consumers perceive soft alcohol (e.g., beer and wine) as less intoxicating and risky than hard alcohol (e.g., vodka or whiskey) even when alcohol content is constant. Eight studies show downstream consequences of this bias: consumers report higher purchase intentions and consumption of soft alcohol, higher alcohol consumption before driving and are willing to drive longer distances after drinking soft (vs. hard) alcohol. We demonstrate two mechanisms behind this effect: 1) stigma associated with hard alcohol (e.g., association with heavy drinkers), and 2) estimates of consumption time (hard alcohol can be drunk faster). To address this bias, we propose a FOP label that construes the amount of alcohol in soft alcohol to the equivalent amount in hard alcohol (e.g., vodka shots), thereby evoking higher intoxication and risk perceptions when assessing a soft alcohol.
- Shaikh S., Pruski Yamim A., Werle C., 2023.Veggie? give me more! how protein type influences food consumptionACR 2023 Conference, Association for Consumer Research, Seattle, United States of America
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