The research areas of the marketing specialization cover a range of issues that form the basis of modern marketing. They include advanced approaches to marketing research through exposure to the field of brain research and neuromarketing, tools and experience of simulations of data analysis of the market, trends in consumer behavior and the way in which consumers make decisions, existing and potential branding and customer management strategies, approaches to pricing and innovative distribution channels, advanced platforms for conveying marketing messages in the digital age, and the development of innovative and creative goods and services.​

Seminars >>

Our areas of research include:

  • Exposing the influence of emotions, self-control and self-deception on consumer decisions
  • Examining social influences (that take place on the consumer’s social networks), including the processes of conveyance of word-of-mouth information and the processes leading to abandonment of goods and services by consumers
  • Implementation of new approaches to modeling for examining marketing phenomena in the life sciences and pharmaceuticals
  • Researching fundraising by consumers, with a focus on crowdfunding platforms and investments in new products and how various campaign characteristics on these platforms influence consumer decisions
  • Positioning the role of the social networks in the distribution and development of new products
  • Forecasting consumer behavior with the aid of physiological tools (mapping brain activity)
  • Comparing the effectiveness of sales promotion strategies in the multicultural context, and examining the factors that influence consumers’ investment and savings decisions.






Prof. Yael Steinhart

Head of Marketing Department


Prof. Shai Denziger



Dr. Vardit Landsman


Dr. Danit Ein-Gar


Dr. Yaniv Shani



Dr. Irit Nitzan


Dr. Peter Zubcsek


Dr. Dino Levy



Dr. Meir Karlinsky







Itai Ater and Vardit Landsman (2013), “Do Customers Learn from Experience? Evidence from Retail Banking.” Management Science, 59(9), 2019-2035.


Danziger, S., Hadar, L., Morwitz, V. (2014).  Retailer pricing strategy and consumer choice under price uncertainty. Journal of Consumer Research, 41, 761-774.


Disatnik, D and Steinhart Y.  (2015). Need for cognitive closure, risk aversion, uncertainty changes, and their effect on investment decisions. Journal of Marketing Research, 52 (3), 349-359.


Ein-Gar D., 2015 "Committing under the Shadow of Tomorrow: Self-control and Commitment to Future Virtuous Behaviors", Journal of Consumer Psychology, 25 (2), 268-285.


Katona, Zsolt and Peter Pal Zubcsek and Miklos Sarvary (2011): “Network Effects and Personal Influences: The Diffusion of an Online Social Network” in Journal of Marketing Research 48(3), pp. 425-443)


Kronrod, A., Danziger, S. (2013). “Wii will rock you!” The use and effect of figurative language in consumer reviews of hedonic and utilitarian consumption. Journal of Consumer Research, 40, 726-739.


Levontin L, Ein-Gar D and Lee A., 2015 "Acts of Emptying Promote Self-Focus: A Perceived Resource Deficiency Perspective", Journal of Consumer Psychology, 25 (2), 257–267.


Nitzan, Irit, and Barak Libai (2011), “Social Effects on Customer Retention,” Journal of Marketing, 75 (6), 24-38.


Munichor N. and Steinhart, Y. (2016). Saying no to the glow: Why consumers resist arrogant brands. Journal of Consumer Psychology, 2 (26), 179-192. 


Shani, Y., When Sharing Is Not Caring: Does uncertainty about bill payment method lead diners to consume more and spend more money? Journal of Behavioral Decision MakingForthcoming.


Shani, Y., Danziger, S., and Zeelenberg, M. (2015). Choosing between options associated with past and future regret. Organizational Behavior and Human Decision Processes, 126, 107-114.


Stremersch, Stefan, Vardit Landsman, and Sriram Venkataraman (2013), "The Relationship between DTCA, Drug Requests and Prescriptions: Uncovering Variation across Specialty and Space."  Marketing Science, 32(1), 89-110.


Shoham M. Moldovan, S. and Steinhart, Y. Positively useless: Irrelevant negative information enhances positive impressions. Journal of Consumer Psychology, Forthcoming.


Telpaz Ariel, Ryan Webb, and Dino J. Levy (2015) Using EEG to Predict Consumers' Future Choices. Journal of Marketing Research: 52 (4), 511-529.

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Tel Aviv University, P.O. Box 39040, Tel Aviv 6997801, Israel
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