Nira Munichor is a consumer psychologist. She received her PhD in organizational psychology at the Technion. Subsequently, Dr. Munichor served as a post-doctoral research fellow at Warrington College of Business, University of Florida. She joined the Marketing area at the Graduate School of Business Administration, Bar-Ilan University, in the fall of 2016.

Dr. Munichor's research focuses on how people’s psychological characteristics (cognitive structure, needs, desires, feelings, and personality) influence their consumption decisions. Specifically, her research has examined how people make time-related decisions and how using numerical information affects consumer behavior. She also investigates how consumers make decisions regarding products and brands that elicit negative emotions. Her research has been published in leading journals in marketing and psychology, including the Journal of Applied Psychology, Journal of Marketing Research, Journal of Consumer Psychology, and others