Yana Avramova is a postdoctoral researcher at the Marketing Department. She obtained her PhD in Applied Economics at the University of Antwerp in 2017, and she also holds a doctoral degree in Psychology from Tilburg University (2011).
Imagine that you read a novel, in which the protagonist drinks a particular whiskey brand. Would exposure to the brand name within the story influence your attitude towards this brand? Would you be more likely to buy it next time you go to the store? Would it matter if the brand is famous or rather unfamiliar? Would it make a difference if the brand was mentioned in the narrative (as part of a scene description), or in the dialogue (when the character orders a whiskey at the bar)? Or if the story is written in 1st or 3rd person point of view? Would you get annoyed if the brand is mentioned 10 times in the first chapter alone? Would you be more likely to perceive the brand as a form of (paid) advertising if you are reading the story in a foreign language? What if there was a disclosure on the first page of the book?
These and other intriguing questions were addressed in Yana's dissertation and drive her current work. In 2018, she obtained a FWO postdoctoral fellowship to further pursue her research on how consumers respond to brand placements in fictional text (novels, short stories). Drawing on research in advertising, cognitive psychology, communication, and linguistics, Yana explores the implications of brand placement in fiction for advertisers, consumers, and policy-makers. More specifically, she conducts experiments to study how various placement-, text-, and audience-related factors influence brand-related (brand attitude, purchase intention, persuasion knolwedge activation) and text-related outcomes (story liking, narrative transportation, author credibility), as well as the psychological mechanisms that underlie these effects.
Yana is also interested in various phenomena related to perception, information-processing, and judgment across different domains, including narrative transportation and narrative persuasion; the foreign language effect (i.e., the impact of using a foreign vs. native language on cognition and behavior); message framing effects in non-profit marketing communication; context effects on prosocial behavior.
Together with Prof. Nathalie Dens, Yana co-teaches a Bachelor course in Consumer Behavior and supervises Master theses on different topics.