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Jonathan Levav
Jonathan Levav
Associate Professor, Marketing
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JonathanLevav
Associate Professor of Marketing
Academic Area: 
Marketing

Additional Administrative Titles

  • Director, Stanford Ignite – São Paulo
  • Co-Director, Strategic Marketing Management
Citi Faculty Director, Behavioral Lab

Research Statement

Jonathan Levav studies consumer behavior and behavioral decision theory. He combines laboratory and field experiments, as well as secondary data analysis, in order to study the factors that influence people's choices and judgments. His research on choice focuses on three inter-related areas: 1) understanding the role of product attributes in people’s use of contextual cues; 2) the influence of environmental — social and physical — contextual cues on choices; 3) the contextual variables introduced by previous choices in sequential decisions. His research on judgment focuses on two areas: 1) preference prediction; 2) likelihood judgment.

Bio

Jonathan Levav is an Associate Professor of Marketing at the Stanford Graduate School of Business. His research is aimed at understanding consumer’s judgments and choices by using tools from experimental psychology and behavioral economics. In particular, he studies the contextual factors that influence people’s choices and judgments. His research is both basic and applied–from probability judgment to product customization decisions.

Jonathan received his PhD in marketing from the Fuqua School of Business, Duke University, and his A.B. in public and international affairs from Princeton University. He is the winner of the Hillel Einhorn Young Investigator Award, awarded biennially by the Society for Judgment and Decision-Making. Prior to joining Stanford he was a member of the faculty at the Columbia Business School.

Awards and Honors

  • Younger Family Faculty Scholar, Stanford Graduate School of Business, 2014-2015
  • Fletcher Jones Faculty Scholar, Stanford Graduate School of Business, 2012-2013

Publications

Journal Articles

The Compensatory Consumer Behavior Model: How Self-Discrepancies Drive Consumer Behavior
Naomi Mandel, Derek D. Rucker, Jonathan Levav, Adam D. Galinsky. Journal of Consumer Psychology. January 2017, Vol. 27, Issue 1, Pages 133-146.

Teaching

Degree Courses

2017-18

MKTG 535: Product Launch

Our focus is on the question, "When launching a product, what are the framing issues that will help determine success?" In particular, we will provide you with tools to analyze market situations and determine whether it makes sense to launch a...

MKTG 642: Behavioral Research in Marketing II: Consumer Behavior

This PhD seminar provides coverage of the major research carried out in consumer research both in marketing and psychology. A vast set of topic will be covered including conscious and non-conscious consumer goals, motivations, emotions, attention...

2016-17

MKTG 535: Product Launch

Our focus is on the question, "When launching a product, what are the framing issues that will help determine success?" In particular, we will provide you with tools to analyze market situations and determine whether it makes sense to launch a...

MKTG 642: Behavioral Research in Marketing II: Consumer Behavior

This PhD seminar provides coverage of the major research carried out in consumer research both in marketing and psychology. A vast set of topic will be covered including conscious and non-conscious consumer goals, motivations, emotions, attention...

2015-16

MKTG 535: Product Launch

Our focus is on the question, "When launching a product, what are the framing issues that will help determine success?" In particular, we will provide you with tools to analyze market situations and determine whether it makes sense to launch a...

STRAMGT 315: From Launch to Liquidity

This course considers the challenges faced by start-ups in achieving liquidity. We take the perspectives of organizational behavior, marketing, and finance, and examine forks in the road faced by firms that have already launched products....

Executive Education & Other Non-Degree Programs

Stanford Case Studies

BillGuard | E513
Jonathan Levav, Yin Li2014
Eventbrite: Market Sizing, Competitive Analysis, and Fundraising | E510
Jonathan Levav, Joshua Rauh, Jason Luther2014
Qualtrics: Bootstrapping Growth | SM224
Maryanna Quigless, Jonathan Levav2014
Waze: Product Evolution and Fundraising | E500
Jonathan Levav, Jason Luther2014
Azul Airlines | E475
Jonathan Levav, Russell Siegelman, Justin Randoplh2013
Intuit’s Small Business Health Insurance Solutions | E474
Jonathan Levav, Russell Lewis Siegelman, Austin Kiessig2013

In the Media

Here's the best day and time to hold a meeting
Quartz, June 7, 2016
Three Reasons a Good Handshake Will Help You at Work
Bloomberg , April 25, 2016

Insights by Stanford Business

writtenCan You Buy a Better Self-Image?
February 16, 2017
Marketing Professor Jonathan Levav says it’s possible, and lists the five ways that you may already be trying to do so.
writtenDo Mentions of God Persuade Consumers to Buy?
May 28, 2015
Research shows that references to God can prompt people to take more risks.
writtenVinod Khosla: Microlending to End Poverty
May 1, 2004
The venture capitalist calls funding low-income entrepreneurs "one of the most important economic phenomena since the advent of capitalism."

School News

writtenThe Elevator Pitch
January 9, 2017
Inside Stanford GSB’s ambitious venture to lift people out of poverty.
writtenThree Faculty Members Recognized by Students for Outstanding Teaching
June 13, 2015
Annual teaching awards honor exemplary contributions and student impact.
writtenStanford Ignite – Santiago Program Returns to Chile in August 2015
January 23, 2015
Applications to part-time innovation program for nonbusiness technical professionals, scientists and entrepreneurs accepted until May 4.

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