On Amir

Associate Professor of Marketing, Rady School of Management, University of California, San Diego

On Amir


Ph.D., management science and marketing, Sloan School of Management, Massachusetts Institute of Technology

Summary of Experience

Professor Amir investigates consumer behavior, specifically decision-making mechanisms and their influences on the offline and online marketplaces, pricing and promotion strategies, and preferences. His research addresses judgment and decision making, behavioral economics, risk and uncertainty, and the psychology of money. He has been retained as an expert witness and deposed in class action cases, including consumer protection and false advertising/packaging matters. Professor Amir's research has been published in the Journal of Consumer Research, Marketing Science, and the Journal of Marketing Research. In addition, he frequently speaks on these subjects at conferences and invited talks around the world. Professor Amir has consulted extensively with and conducted market research for companies in the life sciences, biotechnology, and media-gaming industries. He was a contributor to Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires. Professor Amir has received several research awards from the Marketing Science Institute and the Robert Wood Johnson Foundation for his work on consumer choice and reasoning. Previously, he was an assistant professor of marketing at the Yale School of Management.

AG Contacts

Rebecca Kirk Fair