Prosocial researchers in The giving lab

I am a professor in the Marketing Department at the Coller School of Management, Tel Aviv University.

My primary research interest is how people make decisions about helping and donating — particularly how donors choose whom to help, when to help, and how much to give.

Giving may take many forms such as monetary donations, volunteerism, free knowledge sharing (i.e. advice giving) and emotional support etc.

My research examines the psychological processes underlying charitable choice and moral judgment in prosocial contexts. I study how donor decisions are shaped by choice architecture.

Across different contexts of giving — including donations to individuals, groups, and charities — I explore how people decide to do good when they must choose recipients and when recipients are chosen for them, and the moral and emotional responses involved in allocating help to others.

Ultimately, my research seeks to better understand the decision-making mechanisms that drive prosocial allocation choices in both traditional and modern digital environments.