Elizabeth Friedman is a faculty member at Columbia’s Graduate School of Business. She researches consumer decision making. Her research explores why consumers are often reluctant to buy certain items even when the items provide value, how consumers’ active goals can affect their decision process, and how small changes to the choice context can affect what consumers consider and the resulting choices they make.
Professor Friedman earned a B.A. from the University of Pennsylvania, where she majored in Philosophy, Politics and Economics with a concentration in Choice and Behavior. She received her Ph.D. in marketing from Yale. Prior to pursuing her doctorate, she worked as a management consultant for Monitor Group (Monitor Deloitte) and the New England Consulting Group. Professor Friedman teaches the Behavioral Economics & Decision Making elective course.
You Don't Blow Your Diet on Twinkies: Choice Processes When Choice Options Conflict with Incidental Goals
In Journal of the Association for Consumer Research
Coauthor(s): Kelly Goldsmith, Elizabeth Friedman, Ravi Dhar
Apples, Oranges, and Erasers: The Effect of Considering Similar versus Dissimilar Alternatives on Purchase Decisions
In Journal of Consumer Research
Coauthor(s): Elizabeth Friedman, Jennifer Savary, Ravi Dhar