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Research interests

Enav Friedmann, Ph.D. Assistant professor at the Guilford Glazer Faculty of Business and Management at Ben Gurion University (BGU) in Israel. Enav is the head of the BGU marketing lab. She holds a Ph.D. in Business Administration from BGU and was a visiting scholar at Ca’ Foscari University in Venice, Italy. 

Her current research includes brand preferences and purchasing choices, tailoring to heterogeneous consumer strata, specifically gender and culture-related marketing and social marketing. She research the gap between explicit and implicit responses.

She uses biopsychologial sensors in her studies, measuring implicit emotions, arousal and approach and avoidance tendencies toward an object (product, brand, advertisment, behavior) using Affectiva, GSR and EEG sensors, that are commonly being used in neuromarketing.

Among her research interests she is researching the effect of offensive ads on consumer responses, and examinaning ways to promote women in masculine roles using marketing principles. 

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 5 - Gender Equality
  • SDG 10 - Reduced Inequalities
  • SDG 17 - Partnerships for the Goals

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