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About On
On Amir is the Wolfe Family Presidential Endowed Chair in Life Sciences Innovation and Entrepreneurship, Senior Associate Dean for Faculty and Research, and Professor of Marketing in the Business & Economics faculty at the University of California, San Diego's Rady School of Management. He earned his Ph.D. in management science and marketing from MIT's Sloan School of Management in 2003. Prior to UCSD, he served as an assistant professor of marketing at Yale University. Earlier, he was an air force pilot in the Israeli Air Force for nearly ten years.
Amir's research applies psychological and economic principles to identify effective strategies in market settings, investigating customer decision-making mechanisms, pricing and promotion strategies, decisions under risk and uncertainty, and preference dynamics. He also addresses how behavioral economics and decision-making insights can enhance business practices and policymaking. His publications appear in premier journals such as Journal of Marketing Research, Journal of Consumer Research, Management Science, and Marketing Science. Prominent works include "The Dishonesty of Honest People: A Theory of Self-Concept Maintenance" (Journal of Marketing Research, 2008, with Nina Mazar and Dan Ariely), which received the 2013 O'Dell Award; "Guilt Dynamics: Consequences of Temporally Separating Decisions and Actions" (Journal of Consumer Research, 2019, with Kristen E. Duke), winner of the 2019 Ferber Award; "Deciding Without Resources: Psychological Depletion and Choice in Context" (Journal of Marketing Research, 2009, with Anna Pocheptsova, Ravi Dhar, and Roy F. Baumeister); and "Can Uncertainty Improve Promotions?" (Journal of Marketing Research, 2010, with Kelly Goldsmith). Amir has earned several awards from the Marketing Science Institute and the Robert Wood Johnson Foundation. He teaches Lab to Market, Applied Market Research, and Ph.D. courses; mentors students on impactful field experiments; serves as faculty for the Student Veterans Association; and is Chief Behavioral Science Officer at Fiverr part-time.