Jonathan Berman

Dr Jonathan Berman studies consumer ethics, reputation management, and financial decision-making. His research examines the tensions consumers and firms navigate in the marketplace, especially conflicts between self-interest and altruism, morality and image, and private gain and public good. Bridging marketing and psychology, his work offers insights into how people make ethical judgments and decisions, and how those decisions shape broader social outcomes.

Dr Berman teaches across the School’s marketing and behavioural science programmes, bringing his research into the classroom to engage students with contemporary questions about ethics, decision-making, and social impact. His teaching combines current research with real-world cases, encouraging students to think critically about how business can influence individual behaviour and public welfare.

Dr Berman completed his PhD at the Wharton School, University of Pennsylvania, before joining London Business School. His research has been published in leading Marketing and Psychology journals, including Psychological Science, Journal of Marketing Research, and Journal of Consumer Research.