Web Profile

Ziv Carmon
Poland, Israel

Professor of Marketing

The INSEAD Chaired Professor of Marketing in Memory of Erin Anderson

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65 6799 5337
65 6799 5446

Ziv Carmon is an expert in human judgment and decision making. He teaches and directs a variety of executive education programs, and his effectiveness at this was noted in several awards. He teaches such topics as Understanding & Influencing Customers, Customer Focus, Behavioral Economics, Market Driving Strategies, and Marketing Management. He has taught these and other topics to senior, mid-level, and junior executives in company-specific executive programs, in-house executive programs, open-enrollment executive programs in many countries around the world, as well as to executive MBA, MBA, undergraduate, & PhD students. He often consults, serves as featured speaker, discussant, or moderator at professional & at industry conferences, and as an expert witness in legal cases.

Ziv’s academic research investigates judgment and decision making and its public policy, strategic, and tactical implications. His research has been extensively published in the leading academic marketing & decision making publications. Ziv's work on placebo effects of marketing actions won the 2010 William F. O'Dell Award (Journal of Marketing Research paper that has made the most significant, long-term contribution to marketing theory, methodology, &/or practice; considered the most prestigious annual research award in the field), was runner-up for the 2006 Paul Green Award (Journal of Marketing Research paper showing the most potential to contribute significantly to marketing research practice & research in marketing), and was also chosen as one of the top 50 management articles of 2005 by Emerald Management Reviews. His papers on Indeterminacy & the Live TV, and on Option Attachment, were finalists for the 2009 & 2006 Journal of Consumer Research Best Article Awards.

Ziv served as Associate Editor for the Journal of Marketing Research (2006-9). He serves Consulting Editor for the Journal of Behavioral Decision Making, and editorial review board member of several other journals, including the Journal of Consumer Research, the Journal of Consumer Psychology, & the International Journal of Research in Marketing, among others. He received an Outstanding Reviewer Award from the Journal of Consumer Research. He has been Guest Editor of articles for a variety of leading journals, and is a frequent reviewer of articles for many journals, international funding organizations, dissertation awards, and promotion & tenure cases at other universities.

Ziv's work has been featured in international media outlets such as: Wall Street Journal, New York Times, Financial Times, Washington Post, Los Angeles Times, International Herald Tribune, The Guardian, Daily Telegraph, Economist, Scientific American, Popular Science, Newsweek, Businessweek, NPR, BBC, MSNBC, Bloomberg, ABC, CTV, WebMD, and National Center for Policy Analysis.

Ziv received a B.Sc. degree (Cum Laude) in Industrial Engineering & Management from the Technion-I.I.T, a Master's and PhD degrees in business administration both from the University of California at Berkeley. He worked for several years in sales and marketing prior to his academic career. Before joining INSEAD, he was Associate Professor of Marketing at Duke University.

Research Areas

Consumer Judgement and Decision Making; Unintended Effects of Marketing Actions; How Consumers Assess Value; How Consumers Perceive Their Experiences; Waiting Experiences.


Understanding & Influencing Customers; Customer Insight; Behavioral Economics; Market Driving Strategies; Marketing Management, Discover Israel: Start-up Nation.

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