Enav Friedmann

What people say.
What they feel.
What they do.

I study the social cues that shape consumer judgment and choice — including responses people may not explicitly report.

Dr. Enav Friedmann  ·  Senior Lecturer in Marketing, Ben-Gurion University of the Negev
Curriculum vitae Google Scholar BGU profile
Dr. Enav Friedmann

About

I am a Senior Lecturer in Marketing at Ben-Gurion University. I study how social cues shape what people feel, judge, and choose. In 2022 I founded the Lab for Better Marketing, which pairs experimental designs with facial expression analysis, skin conductance and EEG.

Selected academic milestones

PhD, Ben-Gurion UniversitySenior Lecturer with tenureFounder and Head, Lab for Better MarketingSabbatical, Bocconi UniversityAssociate Editor, International Journal of Advertising

Research questions

When do people's stated attitudes diverge from their affective responses and their actual choices?

How do gender, identity and representation shape consumer judgment?

How can marketing promote behaviour that benefits individuals and society?

What can implicit measures reveal that self-report alone may miss?

Selected research

All publications

When empowerment triggers contempt: gendered responses to muscular women Journal of Advertising, 2026
Gendered implicit emotions to slender models in menvertising Journal of Marketing Communications, 2026
Disidentification: the long-term effects of offensive advertising Psychology & Marketing, 2025
Discriminatory brand advertisements and stress responses Journal of Retailing and Consumer Services, 2024
Gender bias in STEM hiring: implicit in-group favoritism among men managers Gender & Society, 2023

Media

All media
ScienMag Offended by a discriminatory ad? You might still buy the product Press, 2025Phys.org Discriminatory ads can paradoxically increase brand preference Press, 2025Kan Interview on advertising and consumer response Radio, 2025Maariv Women have taken combat roles — now the stereotype needs challenging Opinion, 2024

The Lab for Better Marketing

Facial expression analysis, skin conductance and EEG running alongside conventional experiments, so a study can compare what someone reports with how they responded. Founded in 2022, the lab has supported research by four doctoral and nine MBA students.

Visit the lab website

Facial expression

Moment-to-moment affective responses, including joy, disgust and contempt.

Skin conductance

Changes in physiological arousal during stimulus exposure.

EEG asymmetry

Frontal asymmetry associated with relative approach–withdrawal motivation.

Academic leadership and roles

Academic leadership & international appointments

Chair, Departmental Teaching Committee, Business Administration, 2026–
Sabbatical, Bocconi University, Milan, 2025–26
Visiting Scholar, University of Milano-Bicocca, 2025
Head of IMBA Program, Ben-Gurion University, 2024–25
Visiting Scholar, University of Dubrovnik, 2024
Founder and Head, Lab for Better Marketing, Ben-Gurion University, 2022–
Head, Marketing and Strategic Consulting Division, 2022–
Visiting Scholar, Ca' Foscari University of Venice, 2018–19

Editorial & professional leadership

Associate Editor, International Journal of Advertising, 2026–
Doctoral Committee Member, University of Twente and IQS Barcelona, 2026
Guest Editor, Special Issue on Neuromarketing, International Journal of Advertising, 2025–
Guest Editor, Special Issue on Neuromarketing, Psychology & Marketing, 2025–
Founder and Organiser, Neurobusiness Conference, Dubrovnik; Scientific Committee Member, 2025–
Reviewer, European Research Council, 2025–

Selected research funding

Ministry of Environmental Protection, Cleanliness Preservation Fund — reducing single-use plastic across three populations in Israel, 2026
Goldman Sonnenfeldt School of Sustainability and Climate Change — encouraging meat substitution, 2024
Research grant, Women and Science Chair, Paris Dauphine-PSL University / L'Oréal Foundation, 2021
RISE Impact Institute, with the Edmond de Rothschild Foundation — role models and women's ventures, 2021

Awards & recognition

Innovative Lecturer Excellence Award, Ben-Gurion University, 2024
Toronto Award for outstanding early-career academics, 2024
Award, Unit for the Promotion of Gender Equity, Ben-Gurion University, 2024

Teaching

Marketing in the Age of AI Launching 2027
Marketing Research Graduate & Undergraduate
Neuromarketing Seminar Graduate
Marketing, Strategy and Entrepreneurship Practicum Graduate
Pricing Methods Graduate
Behavioral Science for Managers Undergraduate