פרופ' יעל שטיינהרט

פרופ׳ יעל שטיינהרט היא פרופסור לשיווק ודקאנית הפקולטה לניהול ע״ש קולר באוניברסיטת תל אביב, ומופקדת על הקתדרה למדיניות עסקית ואתיקה על שם משפחת Irving and Joyce Abramowitz. מחקריה עוסקים בהתנהגות צרכנים ובתהליכים הפסיכולוגיים העומדים בבסיס שיפוט וקבלת החלטות. היא בוחנת תהליכים אלה בהקשרים של מימון המונים, השפעה חברתית ברשת ופרידה מחפצים. מחקריה העכשוויים בוחנים גם כיצד אינטראקציה בין אדם לבינה מלאכותית מעצבת חשיבה, שיפוט והתנהגות צרכנים. מחקריה פורסמו בכתבי עת מובילים, ובהם Journal of Consumer Research, Journal of Consumer Psychology ו־Journal of Marketing Research . עבודותיה פורסמו גם ב־Harvard Business Review. פרופ׳ שטיינהרט משמשת כעורכת משנה בכתב העת International Journal of Research in Marketing וכחברה ב-ERB של Journal of Consumer Psychology ושל Journal of Interactive Marketing. היא בעלת תואר ראשון בפסיכולוגיה ובמנהל עסקים, תואר שני במנהל עסקים ודוקטורט במנהל עסקים, כולם מאוניברסיטת תל אביב. לפני הצטרפותה לאוניברסיטת תל אביב הייתה חברת סגל באוניברסיטת חיפה וחוקרת אורחת באוניברסיטת הונג קונג למדע ולטכנולוגיה.

התנהגות צרכנים, שיפוט וקבלת החלטות, מימון המונים, השפעה חברתית ברשת, אינטראקציה בין אדם לבינה מלאכותית, פרידה מחפצים.

• Carmon, Z., Linzen, I., Sela, A., & Steinhart, Y. (2027). Suppressed inquiry: The hidden toll of working with satisfaction-optimized AI. Current Opinion in Psychology, 73, 102453, https://doi.org/10.1016/j.copsyc.2026.102453.
   
• Hadar, L., Steinhart, Y., Appel, G., & Shani, Y. (2026). The effect of online cart composition on cart abandonment. Journal of Consumer Research, ucag002, https://doi.org/10.1093/jcr/ucag002.
   
• Munichor, N., & Steinhart, Y. (2025). Coping with experiences of sociomoral violations through consumption of anger-eliciting content. Psychology & Marketing, 42(4), 1174–1187, https://doi.org/10.1002/mar.22171.


• Moldovan, S., Shoham, M., & Steinhart, Y. (2023). Sending mixed signals: How congruent versus incongruent signals of popularity affect product appeal. International Journal of Research in Marketing, 40(4), 881–897, https://doi.org/10.1016/j.ijresmar.2023.08.008


• Steinhart, Y., Nitzan, I., Goldenberg, J., & Mazursky, D. (2022). The positive effect of physical constraints on consumer evaluations of service providers. PLOS ONE, 17(10), e0275348, https://doi.org/10.1371/journal.pone.0275348.


• Perez, D., Steinhart, Y., Grinstein, A., & Morren, M. (2021). Consistency in identity-related sequential decisions. PLOS ONE, 16(12), e0260048, https://doi.org/10.1371/journal.pone.0260048.
   
• Pundak, C., Steinhart, Y., & Goldenberg, J. (2021). Nonmaleficence in shaming: The ethical dilemma underlying participation in online public shaming. Journal of Consumer Psychology, 31(3), 478–500, https://doi.org/10.1002/jcpy.1227.
  The paper is based on Chen Pundak’s Ph.D. thesis.
   
• Bareket-Bojmel, L., Grinstein, A., & Steinhart, Y. (2020). Embrace the debate: Goals, de-marketing overconsumption, and conflicting information. Psychology & Marketing, 37(11), 1484–1497, https://doi.org/10.1002/mar.21394. 


• Fan, T., Gao, L., & Steinhart, Y. (2020). The small predicts large effect in crowdfunding. Journal of Consumer Research, 47(4), 544–565, https://doi.org/10.1093/jcr/ucaa013.
   
• Steinhart, Y., Mazursky, D., & Kamins, M. (2019). Influence of the “benefit of the doubt” in online auctions. Marketing Letters, 30, 245–260, https://doi.org/10.1007/s11002-019-09497-5.
   
• Steinhart, Y., & Jiang, Y. (2019). Securing the future: Threat to self-image spurs financial saving intentions. Journal of Personality and Social Psychology, 117(4), 741–757, https://doi.org/10.1037/pspa0000159.
  Equal contribution.
   
• Moldovan, S., Steinhart, Y., & Lehmann, D. R. (2019). Propagators, creativity, and informativeness: What helps ads go viral. Journal of Interactive Marketing, 47, 102–114, https://doi.org/10.1016/j.intmar.2019.02.004.


• Zvilichovsky, D., Danziger, S., & Steinhart, Y. (2018). Making-the-product-happen: A driver of crowdfunding participation. Journal of Interactive Marketing, 41, 81–93, https://doi.org/10.1016/j.intmar.2017.10.002.
   
• Shoham, M., Moldovan, S., & Steinhart, Y. (2017). Positively useless: Irrelevant negative information enhances positive impressions. Journal of Consumer Psychology, 27(2), 147–159, https://doi.org/10.1016/j.jcps.2016.08.001.
  The paper is based on Meyrav Shoham’s Ph.D. thesis.
   
• Ein-Gar, D., & Steinhart, Y. (2017). Self-control and task timing shift self-efficacy and influence willingness to engage in effortful tasks. Frontiers in Psychology, 8, 1788, https://doi.org/10.3389/fpsyg.2017.01788.
   
• Munichor, N., & Steinhart, Y. (2016). Saying no to the glow: When consumers avoid arrogant brands. Journal of Consumer Psychology, 26(2), 179–192, https://doi.org/10.1016/j.jcps.2015.05.004.
   
• Disatnik, D., & Steinhart, Y. (2015). Need for cognitive closure, risk aversion, uncertainty changes, and their effects on investment decisions. Journal of Marketing Research, 52(3), 349–359, https://doi.org/10.1509/jmr.13.0529.
   
• Moldovan, S., Steinhart, Y., & Ofen, S. (2015). “Share and scare”: Solving the communication dilemma of early adopters with a high need for uniqueness. Journal of Consumer Psychology, 25(1), 1–14, https://doi.org/10.1016/j.jcps.2014.06.001.
   
• Jiang, Y., Adaval, R., Steinhart, Y., & Wyer, R. S. (2014). Imagining yourself in the scene: The interactive effects of goal-driven self-imagery and visual perspectives on consumer behavior. Journal of Consumer Research, 41(2), 418–435, https://doi.org/10.1086/676966.
   
• Steinhart, Y., Kamins, M., Mazursky, D., & Noy, A. (2014). Effects of product type and contextual cues on eliciting naive theories of popularity and exclusivity. Journal of Consumer Psychology, 24(4), 472–483, https://doi.org/10.1016/j.jcps.2014.04.004. Wiley Online Library
   
• Carmon, Z., Steinhart, Y., & Trope, Y. (2013). Scary health warnings can boost sales. Harvard Business Review, 91(10), 30, https://hbr.org/2013/10/scary-health-warnings-can-boost-sales.
   
• Perez, D., & Steinhart, Y. (2014). Not so personal: The benefits of social identity ad appeals with activation in advertising. Social Influence, 9(3), 224–241, https://doi.org/10.1080/15534510.2013.822825.
  The paper is based on Dikla Perez’s master’s thesis.
   
• Steinhart, Y., Ayalon, O., & Puterman, H. (2013). The effect of an environmental claim on consumers’ perceptions about luxury and utilitarian products. Journal of Cleaner Production, 53, 277–286, https://doi.org/10.1016/j.jclepro.2013.04.024.
  The paper is based on Hila Puterman’s master’s thesis.
   
• Steinhart, Y., Carmon, Z., & Trope, Y. (2013). Warnings of adverse side effects can backfire over time. Psychological Science, 24(9), 1842–1847, https://doi.org/10.1177/0956797613478948. Tel Aviv University
   
• Steinhart, Y., Mazursky, D., & Kamins, M. (2013). The process by which product availability triggers purchase. Marketing Letters, 24(3), 217–228, https://doi.org/10.1007/s11002-013-9227-4.
   
• Steinhart, Y., Kamins, M., & Mazursky, D. (2013). The “temporal-processing-fit effect”: The interplay between regulatory state, temporal distance, and construal levels. Social Cognition, 31(3), 315–335, https://doi.org/10.1521/soco.2013.31.3.315.
   
• Steinhart, Y., Kamins, M., Mazursky, D., & Noy, A. (2013). Thinking or feeling the risk in online auctions: The effects of priming auction outcomes and the dual system on risk perception and amount bid. Journal of Interactive Marketing, 27(1), 47–61, https://doi.org/10.1016/j.intmar.2012.09.001.
   
• Steinhart, Y. (2012). All that glitters is not gold: The dual effect of activation technique in advertising. Marketing Letters, 23(1), 195–208, https://doi.org/10.1007/s11002-011-9147-0. Springer Nature Link
   
• Steinhart, Y. (2012). When implicit promises override explicit promises: The effectiveness of guarantees and diagnostic kits in improving product evaluations. European Journal of Marketing, 46(11/12), 1708–1725, https://doi.org/10.1108/03090561211260059.
   
• Kamins, M. A., Noy, A., Steinhart, Y., & Mazursky, D. (2011). The effect of social cues on sniping behavior in internet auctions: Field evidence and a lab experiment. Journal of Interactive Marketing, 25(4), 241–250, https://doi.org/10.1016/j.intmar.2011.03.002.
   
• Ein-Gar, D., & Steinhart, Y. (2011). The “sprinter effect”: When self-control and involvement stand in the way of sequential performance. Journal of Consumer Psychology, 21(3), 240–255, https://doi.org/10.1016/j.jcps.2010.11.003.
  Equal contribution.
   
• Steinhart, Y., & Wyer, R. S. (2009). Motivational correlates of need for cognition. European Journal of Social Psychology, 39(4), 608–621, https://doi.org/10.1002/ejsp.565.