I am a Marketing Assistant Professor at Ben-Gurion University, Israel. I study consumer behavior and individual judgment and decision-making. In my research, I attempt to uncover underlying psychological factors influencing people’s preferences, decisions, and choices. My research topics include preference construction, new product purchase decision, social norm, pro-social behavior, and consumer financial decision-making. To address my research questions, I use experiments conducted in laboratory and field settings. I also explore people’s behavior in their natural environments using large-scale datasets and machine learning techniques. Together, these research tools allow me to observe real-world phenomena and investigate their psychological underpinnings in a controlled setting.