Dr. Irit Nitzan

מנהלת ביה"ס למנהל עסקים סגל אקדמי בכיר
Dr. Irit Nitzan
Phone: 03-6408191
Fax: 03-6406321

Short Biography

Irit Nitzan is an Assistant Professor of Marketing. She has a B.Sc. in Industrial Engineering and Management, an MBA (Major: Marketing), and a Ph.D. in Marketing from Tel-Aviv University.

Fields of Research

My research focuses on issues related to the long-term relationships between firms and their customers (CRM). Specifically, I am interested in exploring the dynamics and eventually the termination of such relationships (i.e., defection decisions). I explore the role of social systems and purchase-related variables (e.g., multiple payments) as antecedents of defection, and identify the conditions under which defection is most likely to occur.


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

Earlier version appeared in MSI working papers series, report number 10-107.

Finalist in both contribution to marketing theory – and - contribution to the practice of marketing categories for the AMA best JM paper award, 2011


Working Papers:


"The Consumer Stockholm-Syndrome",
with Yael Steinhart, David Mazursky, and Jacob Goldenberg


"The “Lock-in” Effect of Multiple Payments on Defection Decisions over Time",
with Danit Ein-Gar.


"Social Influences in Consumer Decisions: Understanding the Cross Impact of Service Adoption and Defection",
with Vardit Landsman.


"Marketing Exclusion – When Customers Feel Like Outsiders",
with Danna Tevet and Shai Danziger.


Work in Progress:

"Group Consumption and Word-of-Mouth in Experiential Goods",
with Jehoshua Eliashberg and Talia Rymon

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