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  1. Directory
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  3. Elizabeth Friedman

Elizabeth Friedman

Assistant Professor of Business
Marketing Division
Elizabeth Friedman
Areas of Expertise
Consumer Behavior, Marketing
Contact
Office: 984 Kravis
Phone: (212) 8541086
E-mail: [email protected]
Links
Curriculum Vitae

Elizabeth Friedman is a faculty member at Columbia’s Graduate School of Business. She researches consumer decision making. Her research explores why consumers are often reluctant to buy certain items even when the items provide value, how consumers’ active goals can affect their decision process, and how small changes to the choice context can affect what consumers consider and the resulting choices they make.

Professor Friedman earned a B.A. from the University of Pennsylvania, where she majored in Philosophy, Politics and Economics with a concentration in Choice and Behavior. She received her Ph.D. in marketing from Yale. Prior to pursuing her doctorate, she worked as a management consultant for Monitor Group (Monitor Deloitte) and the New England Consulting Group. Professor Friedman teaches the Behavioral Economics & Decision Making elective course.

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Zhang, Shunyuan, Elizabeth Friedman , Kannan Srinivasan, Ravi Dhar, and Xupin Zhang
. “Serving with a Smile on Airbnb: Analyzing the Economic Returns and Behavioral Underpinnings of the Host’s Smile.”
Journal of Consumer Research
(August 09, 2024).
Explore Further about Serving with a Smile on Airbnb: Analyzing the Economic Returns and Behavioral Underpinnings of the Host’s Smile
Journal Article
Goldsmith, Kelly, Elizabeth Friedman , and Ravi Dhar
. “You Don't Blow Your Diet on Twinkies: Choice Processes When Choice Options Conflict with Incidental Goals.”
Journal of the Association for Consumer Research
vol.
4
, (January 01, 2019):
21
-
35
.
Explore Further about You Don't Blow Your Diet on Twinkies: Choice Processes When Choice Options Conflict with Incidental Goals
Download PDF on You Don't Blow Your Diet on Twinkies: Choice Processes When Choice Options Conflict with Incidental Goals
Journal Article
Friedman, Elizabeth, Jennifer Savary, and Ravi Dhar
. “Apples, Oranges, and Erasers: The Effect of Considering Similar versus Dissimilar Alternatives on Purchase Decisions.”
Journal of Consumer Research
vol.
45
, (December 01, 2018):
725
-
742
.
Explore Further about Apples, Oranges, and Erasers: The Effect of Considering Similar versus Dissimilar Alternatives on Purchase Decisions
  • Courses
  • Case Studies
Course
B8619: Behavioral Economics & Decision Making
View Course on Behavioral Economics & Decision Making
Course
B9612: (PhD) Marketing, Decisions & Methods
View Course on (PhD) Marketing, Decisions & Methods
Course
B7619: Behavioral Economics & Decision Making
View Course on Behavioral Economics & Decision Making
  • Awards & Honors
  • In the Media
  • Articles
In the Media

Here’s Some Advice for Airbnb Hosts: Smile in Your Profile Picture

The Wall Street Journal
Article

The Power of a Smile: How Airbnb Hosts Can Boost Bookings with a Simple Gesture

Read More about The Power of a Smile: How Airbnb Hosts Can Boost Bookings with a Simple Gesture
  • CaseWorks
This faculty member has no associated CaseWorks cases currently.

External CSS

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