Enav Friedmann- Phd
- Senior Lecturer at Ben-Gurion University of the Negev
Enav Friedmann
- Phd
- Senior Lecturer at Ben-Gurion University of the Negev
About
37
Publications
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Introduction
Dr. Enav Friedmann is a faculty member at Ben Gurion University (BGU) in Israel. She is the head of the BGU marketing lab. Enav holds a Ph.D. in Marketing, Business Administration from BGU and was a visiting scholar at Ca’ Foscari University in Venice, Italy. Her current research includes consumer behavior and decision-making, focusing on brand preferences and purchasing choices, tailoring to heterogeneous consumer strata, and social marketing. She teaches various marketing courses.
Current institution
Publications
Publications (37)
Artificial intelligence large language models (AI-LLMs) can become valuable travel advisors but often suffer from hallucinations that can diminish consumers’ confidence in their results. This study explores the relationship between tourists and AI large language model interactions by analyzing how (i) attachment-aversion affects the motivational st...
Grounded on the social constructionist theory, this paper intends to compare the perceptions of the realities of
high-end consumers and fashion designers on high-end brands. The main aim is to understand how the
perception of luxury brands is socially constructed by designers and consumers and to explore the impact of the
social interaction, specif...
This research explores the impact of discriminatory brand advertisements on groups experiencing discrimination, employing the transactional theory of stress and coping. The findings reveal that
discriminatory-offensive advertisements induce stress, quantified via
galvanic skin response, predominantly in highly discriminated groups.
This stress subs...
Although plastic pollution is a critical environmental issue worldwide and household consumption of single-use plastic tableware (SUPT) is a growing concern, research on the determinants of SUPT use is deficient. In light of the prevalent and frequent use of SUPT, the far-reaching nature of its consumption, and its distinctive health concerns, comp...
Consumers' willingness to donate personal data clearly benefits the marketers with whom they share it. Data-driven social partnerships allow marketers to leverage the data, serve the public good, personalize products for consumers, and boost profit. This paper focuses on better understanding what drives consumer data-donation to data-driven social...
Women’s underrepresentation in science, technology, engineering, and mathematics (STEM) is related to the hierarchical social structure of gender relations in these fields. However, interventions to increase women’s participation have focused primarily on women’s interests rather than on STEM managers’ hiring practices. In this research, we examine...
Purpose-Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so far focused on a single choice context of one brand. This paper aims to examine cultural differences i...
Purpose
Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so far focused on a single choice context of one brand. This paper aims to examine cultural differences i...
Purpose: A Viagra-inspired drug, Flibanserin, was marketed to treat women's hypoactive sexual desire disorder (HSDD). This research explored the value orientation of Flibanserin as a treatment for female’s HSDD among different consumer segments.
Design/methodology/approach: Two surveys were run in UK (Study 1, n=223) and Israel (Study 2, n=233), i...
Sexuality is a basic human need, which is expressed in the context of intimate personal relations. However, in studies of women’s sexuality, men’s attitudes are often overlooked. Health care providers can benefit from the examination of how both women and men perceive women’s sexual desire and what are the most acceptable avenues for treatment for...
Numerous scales that use cultural segmentation are commonly used and applied to the marketing context. Hall’s theory of Low and High context cultures is the most relevant for marketing as it focuses on commutation style and contextual thinking. Some scholars offered partial measures to his ideas, mainly basing their scales on students’ sample, not...
This paper explores a tendency in which gender counter-stereotypical behavior (GCSB) increases due to stress-induced resource depletion. Across four studies utilizing fMRI, bio-psychological sensors, and online studies we reveal the underline mechanism that drives such behavior increase alongside the well-known increase of gender stereotypical beha...
We explore the short and long-term effects of offensive ads on consumer response. Two longitudinal studies showed that discriminated people were offended immediately after exposure and their consumer response was negatively influenced. A month later, those who identified less with their discriminated group had a more positive consumer response.
Offensive-stereotyping advertisements are known to have negative effects on sales. However, in practice, their use worldwide is on the rise. Two experiments and a field study showed these ads yielded a positive trend in sales over time. This positive effect was amplified for the discriminated groups due to avoidance motivations.
As intangible experiences are crucial for approach tendencies toward a destination, this research proposes the CI-MI-R framework linking cognitive image (CI) to response (R) via mental imagery (MI). Cosmopolitanism, escapism, and cognitive thinking style are examined as moderators in the relationship between cognitive image and mental imagery. Two...
Background
Most existing research on medical clowns in health care services has investigated their usefulness mainly among child health consumers. In this research we examined multiple viewpoints of medical staff, clowns, and health consumers aiming to identify the optimal audience (adult or child health consumers) for which medical clowns are most...
How does the use of offensive ads, especially those which insult low-power social groups, affect consumer response? Existing literature stresses the immediate negative consumer response to offensive ads, while practice shows continuing use of offensive ads by firms, creating a discrepancy between the literature and practice. In four studies (two in...
Background – Most existing research on medical clowns in health care service has investigated their usefulness among child health consumers. In a 360-degree research stream, we aim to identify the optimal audience (adults or children health consumers), for which medical clowns are most useful in enhancing health consumers’ satisfaction and, in turn...
Background – Most existing research on medical clowns in health care services has investigated their usefulness mainly among child health consumers. In this research we examined multiple viewpoints of medical staff, clowns, and health consumers aiming to identify the optimal audience (adult or child health consumers) for which medical clowns are mo...
The use of information and communication technologies has greatly expanded and has far-reaching implications for social work practice. Following an international review of the literature, this study explored how social workers consider the issues associated with integration of e-therapy into their social work practice. A survey of Israeli social wo...
Purpose: This paper addresses the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for product purchase that affects their information processing strategies when forming a brand preference (e.g., more automatic at low levels vs. more deliberative at high le...
Purpose
The purpose of this study is to investigate women and men’s differences in perceived importance of various job attributes. Analyzing the job attributes that derive value might help to form intervention ideas for promoting greater participation of women in Science, Technology, Engineering and Mathematics (STEM) industries. Current research...
Purpose
Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required for each gender. To date, most of the research studies have used self-reported measures when shopping in general or in regard to a single product. The purpose of th...
Purpose: Marketers often assume that functional, hedonic, and socially conspicuous utilities in choosing a brand differ for men and women, thus require different marketing strategies for each gender. To date, most of this research has used self-report measures when shopping in general or in regard to a single product. The objective of this research...
This paper presents a conceptual framework based on the evolutionary theory to explain gender differences when considering the saliency of various attributes in choosing a banking service. Unlike most studies that examined the importance of these attributes by asking respondents to rate them, we assessed the saliency of the attributes indirectly in...
This study examined the interplay between sociodemographic factors and parental smoking history in shaping the smoking behavior of Israeli women (N = 302). The study was conducted in the Negev region, which is characterized by a high proportion of immigrants and high percentage of low socioeconomic and educational groups. The specific objectives of...
This study will examine similarities and differences among men and
women in forming purchase intentions. Theoretically, when exploring
purchase intentions, identity consumption is an important determinant in
purchase formation on its own, but the mechanism of how it interacts with
other purchasing variables is still unclear. In the purchasing conte...
Questions
Questions (2)
Hi, I have data that are not distributed normally, i tried to make it normal by using log, inverse, or root square transformations but without any success. Are there non-parametric tests that can test moderation? So far i just analyzed men and women separately using Mann Whitney test (with the split file function in SPSS). Is there some way to explore whether the interaction with gender is significant? any idea would be very much appreciated.
Hi, I have data that are not distributed normally, i tried to make it normal by using log, inverse, or root square transformations but without any success. Are there non-parametric tests that can test moderation? So far i just analyzed men and women separately using Mann Whitney test (with the split file function in SPSS). Is there some way to explore whether the interaction with gender is significant?
