Description

On Amir received his Ph.D in management science and marketing from MIT’s Sloan School of management and is a professor of marketing at UC San Diego. On’s research focuses on using psychological and economic principles to identify successful strategies in different market settings. He investigates different customer decision-making mechanisms and their influences on pricing and promotion strategies, on decision making under risk and uncertainty, and on preference dynamics. He also writes about how insights from research on decision making and behavioral economics may be used to improve business practices and policy making.

On has been retained as an expert witness and testified at deposition in numerous cases. He has also consulted to and conducted market research for companies in the life sciences, biotechnology, media, gaming, and defense industries. On has received several research awards from the Marketing Science Institute and from the Robert Woods Johnson Foundation.

Topics discussed include:

• Homo Economicus
• System 1 and System 2 thinking
• Prospect Theory
• The best way to motivate a group to reach an agreement.
• The “starting problem” and “goal gradients”.
• How Robert Cialdini’s mother motivated him to get better grades.
• The effects of resource depletion on decision making.
• Cognitive biases including the attraction and compromise effects.
• Anchoring, opening offers, and using reference points in negotiations.
• How to limit cognitive biases and make better decisions.
• The ethics and applications of “choice architecture”

And much more.