Yesim Orhun is an empirical marketing researcher whose work draws upon theories across the fields of industrial organization, marketing and behavioral economics.
Her work contributes to two substantive research domains. The first is the study of determinants and consequences of firms’ strategic product choices. Yesim Orhun’s research provides novel solutions to identification challenges in order to answer two central questions in this domain: (1) What is the impact of competition on product differentiation and product quality? (2) What are the market consequences of vertically differentiated product lines?
Prof. Orhun’s second domain of research is the study of beliefs and how they affect decisions. Her research has in this domain lies at the intersection of quantitative marketing and experimental economics, and examines (1) the interdependency of individual’s beliefs and preferences and (2) the formation and impact of inferences about others’ preferences in strategic interactions. Her contributions have provided new insights that challenge established theories in psychology regarding social projection, as well as theories in economics regarding reciprocal decision-making and informational preferences.
Yesim Orhun earned her Ph.D. in Business Administration from University of California at Berkeley, and currently serves as an Assistant Professor of Marketing at the University of Michigan.