Yesim Orhun

Dr. Yesim Orhun is Associate Professor of Marketing and Michael R. and Mary Kay Hallman Fellow at the University of Michigan's Ross School of Business. She holds a joint appointment in the School of Information. Her research examines how firms' product decisions and belief formation processes impact consumer access inequities and market outcomes. She studies diverse industries including healthcare, transportation, retail, and education.

Her research interests span behavioral economics, information economics, pricing strategy, and gender equity in business education. Recent work explores motivated information avoidance, partisan differences in pandemic responses, and frequent-flyer incentive structures.

Analysis of publication history reveals consistent methodological innovation in causal inference techniques and experimental design. Her work demonstrates strong theoretical contributions to understanding how beliefs and incentives shape economic decisions in strategic contexts.