Prof. Yael Steinhart

Professor Yael Steinhart is Professor of Marketing and Dean of the Coller School of Management at Tel Aviv University, where she holds the Irving and Joyce Abramowitz Family Chair in Business Policy and Ethics.
 

Her research focuses on consumer behavior and the psychological processes underlying judgment and decision making. She examines these processes in contexts including crowdfunding, online social influence, and product disposal. Her recent work also explores how human–AI interaction shapes thinking, judgment, and consumer behavior.
Her research has been published in leading journals, including the Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Marketing Research. Her work has also appeared in Harvard Business Review.
 

Professor Steinhart serves as an Area Editor at the International Journal of Research in Marketing and on the editorial review boards of the Journal of Consumer Psychology and the Journal of Interactive Marketing.
She holds a B.A. in Psychology and Business Administration, an MBA, and a Ph.D. in Business Administration, all from Tel Aviv University. Before joining Tel Aviv University, she was a faculty member at the University of Haifa and a visiting scholar at the Hong Kong University of Science and Technology
 

Consumer Behavior; Judgment and Decision Making; Crowdfunding; Online Social Influence; Human–AI Interaction; Product Disposal

• Carmon, Z., Linzen, I., Sela A., & Steinhart, Y. (2027). Suppressed Inquiry: The Hidden Toll of Working with Satisfaction-Optimized AI​. Current Opinions in Psychology, 73,102453.
   
• Hadar, L., Steinhart Y., Appel G. And Shani Y. (2026). The Effect of Online Cart Composition on Cart Abandonment. Journal of Consumer Research. ucag002.
  
   
• Munichor N. and Steinhart, Y. (2025). Coping with Experiences of Sociomoral Violations Through Consumption of Anger-Eliciting Content. Psychology & Marketing. 42(4), 1174-1187.
   
• Moldovan. S. Shoham, M. and Steinhart, Y. (2023). Sending Mixed Signals: How Congruent versus Incongruent Signals of Popularity Affect Product Appeal. International Journal of Research in Marketing. 40 (4), 881-897.
   
• Steinhart, Y.  Nitzan I., Goldenberg J. and Mazursky D. (2022). The Positive Effect of Physical Constraints on Consumer Evaluations of Service Providers. Plos One. 17.10.  e0275348.
   
• Perez, D. Steinhart, Y. Grinstein, A. and Morren. M. (2021). Consistency in identity related sequential decisions. Plos One. 16.2. e0260048.
   
• Pundak, C., Steinhart, Y. and Goldenberg J. (2021). Nonmaleficence in Shaming: The Ethical Dilemma Underlying Participation in Online Public Shaming. Journal of Consumer Psychology, 31 (3), 478-500.
  *The paper is based on Chen Pundak PhD thesis.
   
• Grinstein A, Bareket Bojmel L. and Steinhart Y.  (2020). Embrace the Debate: Goals, De-marketing Overconsumption, and Conflicting Information. Psychology & Marketing, 37 (11), 1484-1497.
   
• Fan, T., Gao, L. and Steinhart, Y., (2020). When small predicts large: The effect of early small contributions on subsequent contributions to a  crowdfunding project Journal of Consumer Research. 41, 418-435.
   
• Steinhart, Y., Mazursky, D. and Kamins, M. (2019). Influence of the "Benefit of the Doubt" in Online Auctions. Marketing Letters. 30, 245–260.  
   
• Steinhart, Y. and Yuwei, J. (2019). Securing the Future: Threat to Self-Image Spurs Financial Saving Intentions, *Equal contribution. Journal of Personality and Social Psychology: Attitudes and Social Cognition. 117, 741-757. 
   
• Moldovan, S., Steinhart , Y.  and Lehmann, D. R. (2019). Propagators, Creativity, and Informativeness: What Helps Ads Go Viral. Journal of Interactive Marketing. 47, 102-114. 
   
• Ein-Gar, D. and Steinhart, Y. (2017). Self-control and task timing shift self-efficacy and influence willingness to engage in effortful tasks. Frontiers in Psychology: Personality and Social Psychology. 8, article 1788. 
   
• Zvilichovsky, D., Danziger S. and Steinhart, Y. (2017). Making it happen: A driver of crowdfunding participation. Journal of Interactive Marketing. 41, 81-93.
   
• Shoham M., Moldovan, S. and Steinhart, Y. (2017). Positively useless: Irrelevant negative information enhances positive impressions. Journal of Consumer Psychology, 27(2) , 147-159.
  *The paper is based on Meyrav Shoham PhD thesis. 
   
• Munichor N. and Steinhart, Y.  (2016). Saying no to the glow: Why consumers resist arrogant brands. Journal of Consumer Psychology, 2 (26), 179-192. 
   
• 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.
   
• Moldovan, S., Steinhart, Y. and Ofen, S. (2014).  "Share and Scare": Solving the communication dilemma of early adopters with a high need for uniqueness. Journal of Consumer Psychology, 25(1), 1-14.
   
• Jiang, Y., Adaval, R., Steinhart, Y. and Wyer, R. (2014). Imagining yourself in the scene: The interactive effects of goal driven self-imagery and visual perspectives on consumer behavior. Journal of Consumer Research, 41,418-435.
   
• Steinhart, Y., Kamins, M., Mazursky, D. and Noy, A. (2014). Effects of product type and contextual cues on eliciting naïve theories of popularity and exclusivity article type. Journal of Consumer Psychology, 24 (4), 472-483.
   
• Carmon, Z., Steinhart, Y. and Trope, Y. (2013). Why scary health warnings can boost sales. Harvard Business Review, 91 (10) 30.
   
• Perez, D. and Steinhart , Y. (2013). Its not Personal: The differential effect of activation in advertising as a function of personalization levels. Social Influence,9 (3) , 224-241.
  *The paper is based on Dikla Perez master thesis. 
   
• Steinhart, Y. , Ayalon, O., and Poterman, H. (2013). The perception of the "eco-label" and its impact on the consumer’s attitude toward luxury versus utilitarian products. Journal of Cleaner Production, 53 (15), 277-286.
  *The paper is based on Hila Poterman master thesis.
   
• Steinhart, Y., Carmon, Z. and Trope Y. (2013). Distant warnings of adverse side-effects can backfire. Psychological Science, 24 (9), 1842-1847.
   
• Steinhart, Y., Mazursky, D. and Kamins, M. (2013). The process by which product availability triggers purchase. Marketing Letters, 24 (3), 217-228.
   
• Steinhart, Y., Kamins, M., and Mazursky, D. (2013). The "Temporal-processing-fit-effect": The interplay between regulatory state, temporal distance, and construal levels. Social Cognition, 31, 315-335.
   
• Steinhart, Y., Kamins, M., Mazursky, D. and Noy, A. (2013). Thinking or feeling the risk: the differential effect of priming the dual system on the amount bid in online auctions. Journal of Interactive Marketing, 27, 47-61.
   
• Steinhart, Y. (2012). All that glitters is not gold: The downside of creativity in advertising. Marketing Letters, 23, 195-208.
   
• Steinhart, Y. (2012). When implicit promises override explicit promises: The effectiveness of guarantees and diagnostic kits in improving product evaluations. European Journal of Marketing, 46 (11/12), 1708 – 1725.
   
• Kamins, M., Noy, A., Steinhart, Y. and Mazursky, D. (2011). Bidders beliefs and the effect of others on sniping in internet auctions. Journal of Interactive Marketing, 25 (4), 241-250.
   
• Ein-Gar, D. and Steinhart, Y. (2011). The "Sprinter Effect": When motivation and self-control become too much. *Equal contribution, Journal of Consumer Psychology, 21(3), 240-255.
   
• Steinhart, Y. and Wyer, R. J. (2009). Motivational roots of need for cognition: The role of prevention and promotion focus. European Journal of Social Psychology, 39, 608-621.
   
• Moldovan, S., Steinhart , Y.  and Lehmann, D. R. (2019). Propagators, Creativity, and Informativeness: What Helps Ads Go Viral. Journal of Interactive Marketing. 47, 102-114.