Jonathan Berman

Associate Professor of Marketing

BA (Northwestern) MSc (LSE) PhD (Wharton)

Dr Jonathan Berman conducts research in judgment and decision-making and consumer behavior. His specific areas of research look at (a) consumer ethical decision-making and (b) personal financial decision-making.

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



Reconciling loss aversion and gain seeking in judged emotions

Mellers B A; Yin S; Berman J Z

Current Directions in Psychological Science 2021 Online first


Moral choice when harming is unavoidable

Berman J Z; Kupor D

Psychological Science 2020 Vol 31:10 p 1294-1301

Passing the buck to the wealthier: reference-dependent standards of generosity

Berman J Z; Bhattacharjee A; Small D A; Zauberman G

Organizational Behavior and Human Decision Processes 2020 Vol 157 p 45-56


Discipline and desire: on the relative importance of willpower and purity in signaling virtue

Berman J Z; Small D A

Journal of Experimental Social Psychology 2018 Vol 76 p 220-230

Impediments to effective altruism: on the perceived subjectivity of charitable giving

Berman J Z; Barasch A; Levine E E; Small D A

Psychological Science 2018 Vol 29:5 p 834-844

Signaling emotion and reason in cooperation

Levine EE; Barasch A; Rand D; Berman JZ; Small DA

Journal of Experimental Psychology: General 2018 Vol 147:5 p 702-719


Expense neglect in forecasting personal finances

Berman J Z; Tran A; Lynch J G; Zauberman G

Journal of Marketing Research 2016 Vol 53:4 p 535-550

When payment undermines the pitch : on the persuasiveness of pure motives in fund-raising

Barash A; Berman J Z; Small D A

Psychological Science 2016 Vol 27:10 p 1388-1397


The braggart’s dilemma: on the social rewards and penalties of advertising prosocial behavior

Berman J Z; Levine E E; Barasch A; Small D A

Journal of Marketing Research 2015 Vol 52:1 p 30-104


Selfish or selfless? On the signal value of emotion in altruistic behavior

Barasch A; Levine E E; Berman J Z; Small D A

Journal of Personality and Social Psychology 2014 September Vol 107:3 p 393-413


Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish

Bhattarcharjee A K; Berman J Z; Reed II A

Journal of Consumer Research 2013 Vol 39:6 p 1167-1184


Self-interest without selfishness: The hedonic benefit of imposed self-interest

Berman J Z; Small D A

Psychological Science 2012 Vol 23:10 p 1193-1199


Communication Preferences in Medical Advice Seeking

Berman J; Goksel S; Scott S

Working Paper

Self-Continuity and Admission of Unethical Behavior

Berman J; Helgason B A

Working Paper

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.

  • Masters Degrees core courses

    A key part of our Masters programmes curriculum.

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    • Customer and Market Insights
      Learn how to navigate the tools and methods available to provide the customer and market insights relevant to managerial decision-making.
    • Marketing
      How does a firm create value for its customer? How does it capture a share of that value for itself in the form of revenue? The goal of the marketing process is to assemble a detailed understanding of customers and prospects and to use this knowledge to organise the firm’s offer to those groups. Learn the key concepts, frameworks and tools relevant to analysing business settings from a marketing perspective and apply them to marketing-related problems, developing appropriate recommendations – and solutions – for the decision maker.
    • Marketing Planning in Action
      Learn to develop and execute a marketing plan in a competitive, fast-paced and unpredictable marketplace. Develop a positioning strategy, identify which businesses and segments to compete in and how to strategically allocate scarce resources across the marketing mix in both mature and new markets. Explore pricing strategies, the product life cycle curve, new market entry strategies, word of mouth/social contagion, and competitor analysis.
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  • PhD courses

    The first step to academic excellence.

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