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Research interests

Enav Friedmann, Ph.D. Assistant professor at the Guilford Glazer Faculty of Business and Management at Ben Gurion University (BGU) in Israel. Enav is the head of the BGU marketing lab. She holds a Ph.D. in Business Administration from BGU and was a visiting scholar at Ca’ Foscari University in Venice, Italy. 

Her current research includes brand preferences and purchasing choices, tailoring to heterogeneous consumer strata, specifically gender and culture-related marketing and social marketing. She research the gap between explicit and implicit responses.

She uses biopsychologial sensors in her studies, measuring implicit emotions, arousal and approach and avoidance tendencies toward an object (product, brand, advertisment, behavior) using Affectiva, GSR and EEG sensors, that are commonly being used in neuromarketing.

Among her research interests she is researching the effect of offensive ads on consumer responses, and examinaning ways to promote women in masculine roles using marketing principles. 

Education/Academic qualification

Mar 2010Dec 2014

Oct 2002Oct 2006


Oct 1998Jun 2001


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