Prof. Yaniv Shani

My research focuses on how counterfactual emotions, anticipated or experienced, influence and bias behavioral choices. My research on information search identifies reasons that motivate people to search for useless information (e.g., why consumers compare prices of products purchased a while ago). My research about the psychological principles underpinning consumers’ economic behaviors, examines the repercussions of inserting an economic transaction mindset into a social relationship (i.e., mixing money and friendship). Finally, I seek to unravel the link between self-deception proclivities and consumers’ choices and explain how consumers justify the purchase of products they do not really need.