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Faculty & Research


Ziv Carmon

Professor of Marketing

The Alfred H. Heineken Chaired Professor of Marketing


Additional Information
Research Areas
  • Judgement and Decision Making
  • Behaviour Change Difficulties
  • Unintended Effects of Marketing Actions
  • How Consumers Assess Value
  • How Consumers Perceive Their Experiences
  • Waiting Experiences
Teaching Areas
  • Understanding & Influencing Customers
  • Customer Insight
  • Behavioral Economics
  • Market Driving Strategies
  • Discover Israel: The Start-Up Nation


Ziv Carmon is Alfred H. Heineken Chaired Professor at INSEAD. Ziv has been awarded many teaching excellence awards, including the Deans’ Commendation for Excellence in Executive Education, as well as the Deans’ Commendation for Excellence in MBA Teaching that he received every year since 2011. He is an expert in Understanding & Influencing People, Customer Centricity, and Behavioral Economics. He has taught these and other topics to Executive MBA, MBA, and PhD students, as well as to executives in company-specific, in-house, and open enrolment Executive Education programs (working with clients such as: Adidas; Alpha Bank; Alfa Bank; Asian Pacific Breweries; Bank Islam; Changi General Hospital; CIMB; Colonial First State; The Efficient Consumer Response Association; Ernst & Young; Fundação Dom Cabral; General Motors; Gerdau; Google; GSK; Hana Financial; Heineken; IBM; ING; Indian Railways; KPGM; Lafarge; Lenovo; LG Electronics; McKinsey; Metro Group; Mitsubishi; Oliver Wyman; Pernod Ricard; Pertamina; PGA; Phillip Morris; Public Bank; Rafael Systems; The Research Board; SAP; SK; Standard Chartered Bank; Suncorp; Swire; Teva Pharmaceuticals; Toshiba; Toyota; Unilever; UBS, Visa, & Waze). He often consults and serves as a featured speaker, discussant, or moderator at professional and industry conferences, as well as an expert witness in legal cases.

His research focuses on judgment and decision-making, and its public policy, strategic, and tactical implications. His research has been extensively published in leading academic publications such as The Proceedings of the National Academy of Sciences (PNAS), The Journal of the American Medical Association (JAMA), The Journal of Consumer Research (JCR), The Journal of Marketing Research (JMR), Management Science, Marketing Science, Annual Review of Psychology, Organizational Behavior & Human Decision Processes (OBHDP), and Psychological Science, as well as in leading managerial and policy publications such as Harvard Business Review (HBR), MIT Sloan Management Review (SMR), and Behavioral Science & Policy (BSP). Ziv's work on placebo effects of marketing actions won the William F. O'Dell Award, which is considered the most prestigious annual research award in the field, & which honors the JMR paper that has made the most significant long-term contribution to marketing theory, methodology, &/or practice; was a runner-up for the Paul Green Award, which honors the JMR paper showing the most potential to contribute significantly to marketing research practice and research in marketing; and was also chosen as one of the top 50 management articles of by Emerald Management Reviews. Two other papers of his were finalists for the JCR Best Article Award.

Ziv served as INSEAD Dean of Research. He was also longtime Chair of INSEAD’s Research & Development. He has served as an Associate Editor of the Journal of Marketing Research, a Consulting Editor of the Journal of Behavioral Decision Making and an editorial review board member of a variety of leading journals, such as the Journal of Consumer Research (where he received an Outstanding Reviewer Award), the Journal of Consumer Psychology, Journal of Marketing Research, and the International Journal of Research in Marketing, among many others. He also served as Guest Editor and Guest Associate Editor of articles for a variety of leading journals and is a frequent reviewer of articles for numerous journals, international funding organizations, promotion and tenure cases at other universities, and various research competitions.

Ziv’s views on business are frequently featured in international media outlets, such as Wall Street Journal, New York Times, Financial Times, The Times (UK), Guardian (UK), Daily Telegraph (UK), Washington Post, Los Angeles Times, Boston Globe, New Yorker, USA Today, Huffington Post, Toronto Star, The Australian, Sydney Morning Herald, The Economist, Scientific American, Popular Science, Columbia Journalism Review, Newsweek, Bloomberg's Businessweek, Forbes, Fast Company, Marketing News, National Public Radio (NPR), BBC, MSNBC, ABC News, CTV, Channel 4 (UK), WebMD, Freakonomics, National Center for Policy Analysis, as well as numerous textbooks & blogs.

Ziv received a BSc degree (Cum Laude) in Industrial Engineering and Management from the Technion, Master's and PhD degrees in Business Administration from the University of California at Berkeley. Before joining INSEAD, he was an Associate Professor of Marketing at Duke University.