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PERSONAL SITE OF ENAV FRIEDMANN

Thinker. Researcher. Teacher.

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BIO

A Passion for Learning

I was born in Beer-Sheva in the southern part of Israel. I moved to Omer when I was a teenager and I  have lived there since.  My undergraduate degree was in behavioral sciences. I studied business administration with a specialization in marketing for my master's degree and doctorate. All three degrees are from BGU. Later I was a visiting scholar in the faculty of management at Ca' Foscari University in Venice, Italy.

I was a faculty member at Bar-Ilan University, and for the past five years I am a part of Guilford Glazer Faculty of Business and Management, at Ben-Gurion University of the Negev.

 My research fields are consumer behavior, stereotypes in marketing and social marketing.

This year I built the marketing research lab; The “Lab for Better Marketing”. In the LBM lab, we conduct research with the aim of changing attitudes, beliefs, and behaviors of individuals or organizations for both social and business benefit. To do so, we conduct multidisciplinary research, using methods from the fields of marketing, econometrics, social psychology, and neuroscience.

I study how people make decisions, and one of the fascinating discoveries I made is that there is a difference between the considerations that people acknowledge are important to them in performing a behavior, and the considerations that they actually use when they behave are different. Mostly, the considerations that they acknowledge are stereotypically in accordance with the segment they belong to (gender, culture, etc.) but really – there are no significant differences between people. Another fascinating discovery is that advertisements offensive to disadvantaged groups are effective and encourage sales, because the disadvantaged group wants to buy the product that represents the strong group, in order to avoid the feeling of belonging to the disadvantaged group. Additional research of mine deals with the promotion of women in scientific roles using marketing tools. Much of my research touches on stereotypes, segmentation and marketing.

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PUBLICATIONS

Research and Articles

FRIEDMANN, E., & LOWENGART, O. (2013). GENDER DIFFERENCES IN THE EFFECTS OF A PRODUCT'S UTILITIES AND IDENTITY CONSUMPTION ON PURCHASE INTENTIONS. JOURNAL OF BUSINESS AND MANAGEMENT, 19(2), 5-19.

2013

SEGAL-ENGELCHIN, D., FRIEDMANN, E., & CWIKEL, J. G. (2014). THE CONTRIBUTION OF PARENTAL SMOKING HISTORY AND SOCIO-DEMOGRAPHIC FACTORS TO THE SMOKING BEHAVIOR OF ISRAELI WOMEN. PSYCHOLOGY, HEALTH & MEDICINE, 19(6), 625-634

2014

FRIEDMANN, E. & LOWENGART, O. (2016). THE EFFECT OF GENDER DIFFERENCES ON THE CHOICE OF BANKING SERVICES. JOURNAL OF SERVICE SCIENCE AND MANAGEMENT, 9, 361-377.

2016

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FRIEDMANN, E., & LOWENGART, O. (2018). THE CONTEXT OF CHOICE AS BOUNDARY CONDITION FOR GENDER DIFFERENCES IN BRAND CHOICE CONSIDERATIONS. EUROPEAN JOURNAL OF MARKETING, 52(5/6), 1280-1304. HTTPS://DOI.ORG/10.1108/EJM-08-2017-0524

2018

FRIEDMANN, E., & BRULLER, D. (2018). IS STEREOTYPICAL GENDER TARGETING EFFECTIVE FOR INCREASING SERVICE CHOICE? JOURNAL OF RETAILING AND CONSUMER SERVICES, 44, 35-44. HTTPS://DOI.ORG/10.1016/J.JRETCONSER.2018.05.010

2018

FRIEDMANN, E. (2018). INCREASING WOMEN’S PARTICIPATION IN THE STEM INDUSTRY: A FIRST STEP FOR DEVELOPING A SOCIAL MARKETING STRATEGY. JOURNAL OF SOCIAL MARKETING, 8(4), 442-460. HTTPS://DOI.ORG/10.1108/JSOCM-12-2017-0086

2018

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FRIEDMANN, E., & LOWENGART, O. (2019). GENDER SEGMENTATION TO INCREASE BRAND PREFERENCE? THE ROLE OF PRODUCT INVOLVEMENT, JOURNAL OF PRODUCT & BRAND MANAGEMENT, 28(3), 408-420. HTTPS://DOI.ORG/10.1108/JPBM-06-2018-1917

2019

CWIKEL, J., & FRIEDMANN, E. (2019). E-THERAPY AND SOCIAL WORK PRACTICE: BENEFITS, BARRIERS, AND TRAINING. INTERNATIONAL SOCIAL WORK, 1-16. HTTPS://DOI.ORG/10.1177/0020872819847747

2019

EFRAT-TREISTER, D., ALTMAN, D., FRIEDMANN, E., LEV-ARAI MARGALIT, D., & TEODORESCU, K. (2020). EXPLORING THE USEFULNESS OF MEDICAL CLOWNS IN ELEVATING SATISFACTION AND REDUCING AGGRESSIVE TENDENCIES IN PEDIATRIC AND ADULT HOSPITAL WARDS. BMC HEALTH SERVICES RESEARCH. 21(1), 1-14. HTTPS://DOI.ORG/10.1186/S12913-020-05987-9

2020

LOUREIRO, S., ROSCHK, H., FAIZAN, A, & FRIEDMANN, E. (2021). COGNITIVE IMAGE, MENTAL IMAGERY, AND RESPONSES (CI-MI-R): MEDIATION AND MODERATION EFFECTS. JOURNAL OF TRAVEL RESEARCH, 61(4), 903-920. HTTPS://DOI.ORG/10.1177/00472875211004768

2021

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FRIEDMANN, E. & CWIKEL, J. (2021). WOMEN AND MEN’S PERSPECTIVES ON THE FACTORS RELATED TO WOMEN'S DYADIC SEXUAL DESIRE, AND ON THE TREATMENT OF HYPOACTIVE SEXUAL DESIRE DISORDER. JOURNAL OF CLINICAL MEDICINE, 10(22), 5321. HTTPS://DOI.ORG/10.3390/JCM10225321

2021

FRIEDMANN, E. (2022). PROBLEMATIC PRODUCT MANAGEMENT: THE CASE OF FLIBANSERIN TO ADDRESS WOMEN'S HYPOACTIVE SEXUAL DESIRE DISORDER (HSDD). INTERNATIONAL JOURNAL OF PHARMACEUTICAL AND HEALTHCARE MARKETING, 16 (3), PP. 317-336. 
HTTPS://DOI.ORG/10.1108/IJPHM-01-2021-0014

2022

FRIEDMANN, E. WEISS-SIDI, M. AND VESCOVI, T. (2022). DO AMERICANS SEEK PLEASURE WHILE CHINESE CARE ABOUT WHAT OTHERS THINK? EXAMINING TWO BRAND CHOICE CONTEXTS. JOURNAL OF PRODUCT & BRAND MANAGEMENT, 31(7), PP. 1104-1124. HTTPS://DOI.ORG/10.1108/JPBM-07-2021-3579

2022

FRIEDMANN, E. VESCOVI, T. AND WEISS-SIDI, M. (2023). EMPIRICAL MEASUREMENT OF HALL’S COMMUNICATION STYLES THEORY: A NEW MARKETING SEGMENTATION SCALE. EUROPEAN JOURNAL OF INTERNATIONAL MANAGEMENT, 31. HTTPS://DX.DOI.ORG/10.1504/EJIM.2022.10053329

2023

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FRIEDMANN, E., AND EFRAT-TREISTER, D. (2023). GENDER BIAS IN STEM HIRING: IMPLICIT IN-GROUP GENDER FAVORITISM AMONG MEN MANAGERS. GENDER & SOCIETY, 37(1), 32-64.‏ HTTPS://DOI.ORG/10.1177/08912432221137910

2023

LOUREIRO, S., FRIEDMANN, E., BREAZEALE, M., AND MIDDENDORF, I. (2023). HOW CAN BRANDS ENCOURAGE CONSUMER TO DONATE THEIR PERSONAL DATA TO A DATA-DRIVEN SOCIAL PARTNERSHIP? EXAMINATION IN HEDONIC VS. FUNCTIONAL PRODUCT CATEGORIES? JOURNAL OF BUSINESS RESEARCH, 164, 1-14. HTTPS://DOI.ORG/10.1016/J.JBUSRES.2023.113958.

2023

RINOT LEVAVI, L., FRIEDMANN, E., KALAGY, T. , AND COHEN, C. (2023). APPLYING THE SOR FRAMEWORK TO MITIGATE SINGLE-USE PLASTIC TABLEWARE CONSUMPTION AND WHY DOES IT WORK? SOLVING THE DISSONANCE WITH AN EXTENDED SOR FRAMEWORK. JOURNAL OF ENVIRONMENTAL MANAGEMENT, 348, 119344. HTTPS://DOI.ORG/10.1016/J.JENVMAN.2023.119344.

2023

AND LOTS OF WORKING PAPERS ON THEIR WAY!

2024

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COURSES

Enav Friedmann teaches and lectures popular courses at both the undergraduate and postgraduate levels. She also offers supervision of MBA candidates in the marketing areas.

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MARKETING PRACTICUM

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PRICING METHODS

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MARKETING MANAGEMENT

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CONSUMER BEHAVIOR

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NEUROMARKETING SEMINAR

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ADVANCED METHODS IN MARKET RESEARCH

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MEDIA & INSIGHTS

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In the Classroom

MAARIV

Maariv (2020). “Surprising study: Who consumed more alcohol, chocolate and porn during the closure?”

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YNET

Ynet (2020). "Spring of the Wineries": What do you drink and where do you buy?”

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THE MARKER

The marker (2019). “A stove for women, a vehicle for men: Britain has put an end to advertising stereotypes - and what in Israel?”

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JERUSALEM POST

The Jerusalem Post (2020). “Alcohol, chocolate and porn consumption jumps during coronavirus pandemic”

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MORE MEDIA

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In the Classroom

MAKO

Mako (2022). “The huge recall of Strauss: the stock drops, the customers are scared”.

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TECH 12

Tech 12 (2022). “Research: Want to get hired in high-tech? It depends on who checks your resume”

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MY YNET

Black Friday in Be'er Sheva: this is how the malls in the city prepare for the shopping frenzy

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GLEI-TZAHAL

מה הקשר בין מגדר, זהות המנהל והסיכוי להתקבל לעבודה בחברות טכנולוגיות? המחקר החדש של ד"ר עינב פרידמן מציף מסקנות מטרידות. הפרטים המלאים בראיון של ד"ר פרידמן בתכנית 'החיים עצמם' בגלי צה"ל

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THE LBM- THE LAB FOR BETTER MARKETING

"The best way to predict the future is to create it together." - Peter Drucker

Our neuromarketing lab analyzes a customer's psychological and neural signals to understand consumers’ preferences and decision-making processes. We use three biopsychological sensors that reveal implicit emotions and responses toward various objects (e.g., brands, ads, behaviors), uncovering unconscious responses, that do not always correlate with conscious responses, and are known to affect behavior vastly. In the LBM we conduct multi-disciplinary research, integrating methods from marketing, economics, sociology, social psychology, and neuroscience.

AFFECTIVA

Affectiva visual sensor to track the individual’s emotional state by tracking facial expressions when looking at a visual stimulus such as an advertisement (% of experiencing joy, sadness, anger, disgust, contempt, engagement, attention etc. at a given time).

GALVANIC SKIN RESPONSE (GSR)

GSR measures moisture on the surface of the skin reflecting autonomic arousal by recording skin conductivity at 128 Hz using SHIMMER GSR+ units, a measure of emotional arousal.

ELECTROENCEPHALOGRAM (EEG)

EEG Neuroelectrics Enobio 8 is a device with a temporal resolution of 500 Hz for measuring the propensity to adopt approach vs. withdrawal behavior, when observing a stimulus. Activation in the frontal brain lobes is recorded and processed into an FAA (Frontal Alpha Asymmetry) indicator.

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GET IN TOUCH

 Marketing, Business Administration, Ben Gurion University,

P.O Box 653, Beer Sheva, 8410501 Israel

972-8-6479738

972-8-6477691

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