Dr. Meyrav Shoham

Meyrav Shoham is a senior lecturer (with tenure) of marketing at Tel Aviv University’s Dan Department of Communication. Prior to joining the department, she received her PhD in marketing from the Faculty of Industrial Engineering and Management at the Technion – Israel Institute of Technology, and was a post-doctoral fellow at HEC Paris.

Meyrav has two main streams of research: the first revolves around consumer behavior in digital contexts such as social media platforms and online word of mouth (WOM), and the second explores consumers’ perceptions and reactions to numerical information and equal outcomes.

Shalev, Edith, Coby Morvinski, Meyrav Shoham, and Ellie J. Kyung (2026), “Search or Scroll: How Credibility versus Likability Premiums Shape Consumer Following Decisions,” Journal of Consumer Research, 53 (2), 281-304.

Moldovan, Sarit, Meyrav Shoham, and Yael Steinhart, (2023) “Sending Mixed Signals: How Congruent Versus Incongruent Signals of Popularity Affect Product Appeal,” International Journal of Research in Marketing, 40 (4), 881-897.

Shoham, Meyrav, Sarit Moldovan, and Yael Steinhart (2018), "Mind the Gap: How Smaller Numerical Differences Can Increase Product Attractiveness," Journal of Consumer Research, 45 (4), 761-774.

Shoham, Meyrav, Sarit Moldovan, and Yael Steinhart (2017), "Positively Useless: Irrelevant Negative Information Enhances Positive Impressions,” Journal of Consumer Psychology, 27 (2), 147-159.