Dr. Yonatan Vanunu

Dr. Yonatan Vanunu is an Assistant Professor of Marketing at the Coller School of Management with dual affiliation at the Sagol School of Neuroscience at Tel Aviv University. He earned a Ph.D. in Cognitive Psychology from UNSW Sydney, followed by two postdoctoral fellowships: one in the Cognition and Aging Lab at Ohio State University and another in the Marketing Department at The University of Chicago Booth School of Business. Yonatan’s research focuses on how people evaluate choice options and make decisions under limited cognitive capacity. He employs empirical tests and process-tracing methods, such as eye-tracking and computational modeling, to uncover the mechanisms driving behavior and the biases that arise when processing all available information becomes challenging. His theoretical approach emphasizes the adaptive nature of decision-making, proposing that individuals use selective attention to prioritize the most relevant or salient information, with downstream consequences on real-world behavior, particularly in consumer behavior. Yonatan’s work has been published in high-impact journals such as PNAS, Cognitive Psychology, Psychology and Aging, and Psychonomic Bulletin & Review