Liat Hadar

Liat Hadar is a Visiting Associate Professor of Business in the Marketing Division at Columbia Business School and an Associate Professor of Marketing at the Coller School of Management at Tel Aviv University. Her research examines consumer judgment and decision making, with a particular focus on how knowledge, experience, and subjective beliefs shape decisions under risk and uncertainty. She studies financial decision making, consumer learning, choice architecture, online consumer behavior, and, more recently, the psychological barriers underlying e-commerce cart abandonment.

Her research has been published in leading journals, including the Journal of Consumer Research, Journal of Marketing Research, and Psychological Science. She has received research funding from the Israel Science Foundation and the European Commission's Marie Curie International Reintegration Grant, and her work has been featured in international media outlets.

Before joining Tel Aviv University, Professor Hadar was a faculty member at the Arison School of Business at Reichman University (formerly IDC Herzliya) and a visiting scholar and lecturer at the UCLA Anderson School of Management. She teaches consumer behavior, marketing management, and behavioral decision making in undergraduate, MBA, Executive MBA, and doctoral programs.