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Veronika Ilyuk-Morace - Hofstra University. Hempstead, NY, US

Veronika Ilyuk-Morace Veronika Ilyuk-Morace

Assistant Professor of Marketing and International Business | Hofstra University


Veronika Ilyuk-Morace is a consumer researcher specializing in health and well-being.






HU Office Hours - New Consumer Research Lab with Veronika Ilyuk




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.

Industry Expertise (2)



Areas of Expertise (4)

Consumer Judgments of Health Products

Consumer Behavior

Food Decision-making

Marketing Research and Analytics

Education (4)

City University of New York: Ph.D., Business (Marketing) 2015

City University of New York: M.B.A. 2014

City University of New York: M.Phil., Business (Marketing Concentration) 2013

City University of New York: B.B.A., International Marketing 2010

Media Appearances (2)

Vitamin World Stands on its Own Since NBTY Sale

Newsday  print


Veronika Ilyuk, a marketing professor at Hofstra University whose expertise is in the health and well-being industries, said consumers won’t be completely turned off by bad news: “A lot of consumers experience these products in a placebo way. We feel and see results that may not really be there . . . Of course, they have some kind of beneficial impact.” Despite the challenges, the industry has been growing at an annual average of 6 percent, with sports nutrition and meal replacements the fastest growing categories. The industry is boosted by an aging population and growing numbers of people interested in health and fitness. “Consumers today are investing in preventative health care,” Ilyuk said. “They want to prevent illness in the first place, not when it arises. People are more health-conscious. People are also living longer, and that fuels consumption of vitamins and health supplements.”

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Gourmet Burger Are Sizzling on Long Island

Newsday  print


Upscale burgers also cater to consumers' growing focus on food sourcing and ingredients. "Gourmet burger joints have been able to sweep in and fill a void in the marketplace because they allow us to indulge in the things we love but at the time to feel as if we are not violating our health goals," said Veronika Ilyuk, a Hofstra University assistant professor of marketing and international business.

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Articles (4)

The Effects of Single-Serve Packaging on Consumption Closure and Judgments of Product Efficacy

Journal of Consumer Research

2016 Despite the prevalence of single-serve and multi-serve package formats in the pharmaceutical and functional food and beverage industries, prior research has yet to explore the effects of such package formats on consumers’ perceptions of product efficacy. Building on the resource availability, product packaging, and psychological closure literature, the ...

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Is it Still Working? Task Difficulty Promotes a Rapid Wear-Off Bias in Judgments of Pharmacological Products

Journal of Consumer Research

2014 Misuse of pharmacological products is a major public health concern. Seven studies provide evidence of a rapid wear-off bias in judgments of pharmacological products: consumers infer that duration of product efficacy is dependent on concurrent task difficulty, such that relatively more difficult tasks lead to faster product wear-off. This bias appears ...

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Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing

Innovation and Marketing in the Pharmaceutical Industry: Emerging Practices, Research, and Policies

2014 Pharmaceutical non-adherence is a major issue in both the United States and worldwide. In fact, lack of medication adherence has been called “America’s other drug problem.” It is estimated that globally only about 50 % of patients take their medicines as prescribed, and in the United States the annual cost of poor adherence has been estimated ...

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The Effect of a No-Pain, No- Gain Lay Theory on Product Efficacy Perceptions

Marketing Letters

2012 We document the existence of an inference strategy based on a no-pain, no-gain lay theory, showing that consumers infer pharmaceutical products to be more efficacious when they are associated with a detrimental side effect or attribute. Study 1 finds that consumers high in need for cognition infer a bad-tasting cough syrup to be more effective ...

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