Five Minutes with the faculty: Dafna Goor

How would you describe your research in one sentence?

My research explores the intersection of luxury, sustainability, authenticity and consumer psychology, offering insights into how consumers engage with brands in a shifting cultural and ethical landscape.

What first sparked your interest in your field?

If you had told me 15 years ago that I’d be working in academia, I probably would have laughed. My focus was always on business development and creating real-world impact, whether I was leading client accounts, managing international teams, or deep in the fast-paced world of my MBA. Academia just wasn’t on my radar.

But there’s one lens through which I’ve always seen and interpreted the world: human behaviour. I’ve long been fascinated by what makes people tick – our choices, quirks, motivations. That curiosity naturally pulled me toward the field of psychology. For a while, I thought I’d end up as a clinical psychologist, a therapist. But I was too engaged with the fast-paced world of business, and I loved my job.

Then, a few serendipitous conversations with people in academia changed everything. I discovered, to my surprise, that there was such a thing as a PhD in marketing, or more specifically, in consumer behaviour. I started reading articles out of sheer curiosity, and before I knew it, my brain was buzzing with questions. I began jotting them down, driven more by fascination than intention. Eventually, those scribbled ideas became my PhD application. And here I am today, still following those same threads of curiosity.

What I love about developing marketing insights is that it’s both theoretical and practical. It allows me to channel my background in business while diving into the psychology that has always fascinated me. In many ways, it feels like marketing research found me, and I couldn’t be more grateful.

What’s one thing students or colleagues might be surprised to learn about you?

When I was 21, I set off on a six-month solo adventure through New Zealand and Australia, spending my days hiking remote trails and my nights sleeping under the stars or in a tent. It was mostly just me, a backpack, and the open landscape. Navigating unfamiliar places on my own and crossing paths with people from all over the world shaped my sense of independence, sparked my curiosity, and deepened my awe for the world and its many stories.

What’s the best advice you’ve ever received?

The best advice I’ve ever received was to understand where your heart and passions are, stay committed to your journey, and surround yourself with people who both challenge and support you. It’s not simple, but it’s been a compass for me. When you’re connected to your “why”, even the inevitable setbacks feel like part of something meaningful. And having people around you who stretch your thinking and have your back is everything. Those are the relationships that not only push your work forward, but make the journey joyful.

On a more practical level, one of the best pieces of advice I received was about focus: put your phone and email on hold for a few uninterrupted hours a day. I used to think productivity was about multitasking, but I’ve learned that deep, creative thinking – the kind that research demands – needs space and silence. Protecting that space has changed how I work.

And the worst?

The worst advice is probably to try to figure out everything from the start. The idea that if you don’t know exactly where you’re going, you’re already behind. I believe the opposite to be true. Some of the most rewarding turns in my career came from following questions, conversations, and opportunities that I couldn’t have predicted. Discovery doesn’t always follow a plan, and that’s not a weakness – it’s often where the magic begins.

What’s the most unusual or memorable place you’ve ever worked or studied?

My research on the psychology of luxury consumption has taken me to some truly fascinating places. I’ve explored wealth perceptions amongst residents of Monaco and tracked whether Boston Marathon runners display their accomplishment with “26.2” stickers on their cars. So, I’ve had the chance to speak with brilliant, high-achieving individuals from various walks of life. Some of the most memorable moments include interviewing managers of hidden boutiques about how they craft the illusion of exclusivity, and talking to social activists about what motivates ordinary bystanders to take to the streets. These experiences weren’t just intellectually rich, they reminded me how deeply our environments, values, and perceptions shape behaviour.

What’s a skill or hobby you have that would surprise your students or colleagues?

I’m addicted to hot yoga.

If you could have dinner with any significant figure, who would it be and why?

I would choose Simone de Beauvoir. Her bold intellect, philosophical depth, and fearless critique of social norms continue to inspire me. She was a trailblazer in feminist thought and existentialism, and didn’t just question the status quo, she fundamentally reshaped the way we understand identity, freedom, and the human experience.

If I had the chance to speak with her, I’d be especially curious to hear her thoughts on the tension between personal agency and structural inequality, and how she managed to maintain such a powerful voice in a world that often tried to silence it.

Beyond her philosophical contributions, I deeply admire how she lived – with radical honesty, intellectual courage, and a relentless curiosity. A dinner with her would undoubtedly be intense, thought-provoking, and unforgettable. Just like her writing.

What book, film, quote, or piece of art has had the biggest impact on you and why?

I’ve been deeply impacted by David Attenborough’s nature documentaries. Recent films like A Life on Our Planet and Ocean have been both especially moving and eye-opening. I’m drawn to the way he weaves science, storytelling, and stunning visuals to reveal not only the extraordinary beauty and complexity of the natural world, but also our profound interconnectedness with it. Attenborough evokes both wonder and responsibility in a remarkably powerful way. His calm yet urgent voice invites reflection on themes that transcend biology, such as time, fragility, harmony, and our responsibility as stewards of the planet. His documentaries make me feel both incredibly small and deeply empowered at the same time. As someone fascinated by human behaviour and values, I’m especially struck by how his work compels us to consider legacy, impact, and the ethical weight of our choices.

What’s the most bizarre or unexpected fact you’ve come across in your research?

I study how feelings of deservingness and social status shape consumer behaviour, and some of the findings are surprisingly counterintuitive. One of the most unexpected is the negative relationship between eco-friendly products and feelings of entitlement. While we often view sustainable choices as morally superior – and therefore more worthy and socially accepted – people who feel highly entitled actually tend to avoid them. Why? Because they often perceive eco-friendly products as lower in quality or less convenient, and believe they “deserve” something better.

Another interesting area is how deservingness influences our relationship with luxury. Individuals with lower feelings of entitlement can feel uncomfortable using luxury goods or services even when they have the means to afford them, because they question whether they truly deserve such indulgence. Perhaps even more surprising is how consumers respond to luxury gifts. Rather than strengthening relationships, extravagant gifts can sometimes backfire, making recipients feel indebted, disempowered, or unequal. In contrast, personal and thoughtful gifts, even if modest, tend to foster connection and appreciation far more effectively than high-end items. Ultimately, what we believe we deserve doesn’t just shape what we buy, it profoundly influences how we relate to others and how we see ourselves.