Jonathan Levav

Professor, Marketing

Jonathan Levav

The King Philanthropies Professor of Marketing

Business School Trust Faculty Fellow for 2023–2024
Academic Area:

Additional Administrative Titles

Director, Remote, Office, or Hybrid Workplaces? Navigating the Tradeoffs
Co-Director, RISE: PTT Leadership Transformation
Co-Director, The Emerging CMO: Strategic Marketing Leadership
Co-Director, Innovative Product Leadership: The Emerging Chief Product Officer
Co-Director, Digital Transformation: Leading Organizational Change in the Age of AI

Research Statement

Jonathan Levav studies consumer behavior and behavioral decision theory. He combines laboratory and field experiments, as well as secondary data analysis, in order to study the factors that influence people's choices and judgments. His research on choice focuses on three inter-related areas: 1) understanding the role of product attributes in people’s use of contextual cues; 2) the influence of environmental — social and physical — contextual cues on choices; 3) the contextual variables introduced by previous choices in sequential decisions. His research on judgment focuses on two areas: 1) preference prediction; 2) likelihood judgment.


Jonathan Levav is a professor of marketing at Stanford Graduate School of Business. His research is aimed at understanding consumer’s judgments and choices by using tools from experimental psychology and behavioral economics. In particular, he studies the contextual factors that influence people’s choices and judgments. His research is both basic and applied — from probability judgment to product customization decisions.

Jonathan received his PhD in marketing from the Fuqua School of Business, Duke University, and his AB in public and international affairs from Princeton University. He is the winner of the Hillel Einhorn Young Investigator Award, awarded biennially by the Society for Judgment and Decision-Making. Prior to joining Stanford he was a member of the faculty at the Columbia Business School.

Awards and Honors

  • Younger Family Faculty Scholar, Stanford Graduate School of Business, 2014–15
  • Fletcher Jones Faculty Scholar, Stanford Graduate School of Business, 2012–13


Journal Articles

Ioannis Evangelidis, Sudeep Bhatia, Jonathan Levav, Itamar Simonson
Journal of Consumer Research
June 2024 Vol. 51 Issue 1 Pages 19–28
Ioannis Evangelidis, Jonathan Levav, Itamar Simonson
Journal of Consumer Research
October 2023 Vol. 50 Issue 3 Pages 492–509
Ioannis Evangelidis, Jonathan Levav, Itamar Simonson
Management Science
May 2023 Vol. 69 Issue 5 Pages 2547–3155
Shwetha Mariadassou, Christopher J. Bechler, Jonathan Levav
Psychological Science
2023 Vol. 34 Issue 1 Pages 47–59
Julian Runge, Jonathan Levav, Harikesh S. Nair
Quantitative Marketing and Economics
July 2022 Vol. 20 Pages 101–139
Melanie S. Brucks, Jonathan Levav
April 2022 Vol. 605 Pages 108–112
Rhia Catapano, Fuad Shennib, Jonathan Levav
Journal of Marketing Research
March 21, 2022 Vol. 59 Issue 2
Ioannis Evangelidis, Jonathan Levav, Itamar Simonson
Journal of Market Research
April 2018 Vol. 55 Issue 2 Pages 239-253
Naomi Mandel, Derek D. Rucker, Jonathan Levav, Adam D. Galinsky
Journal of Consumer Psychology
January 2017 Vol. 27 Issue 1 Pages 133-146

Working Papers

Julian Runge, Harikesh S. Nair, Jonathan Levav March 18, 2019


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Stanford Case Studies

Jonathan Levav , Sheila Melvin, Omri Assenheim
Jonathan Levav , Sheila Melvin, Omri Assenheim
Jonathan Levav, Yin Li
Jonathan Levav, Joshua Rauh, Jason Luther
Maryanna Quigless, Jonathan Levav
Jonathan Levav, Jason Luther
Jonathan Levav, Russell Siegelman, Justin Randoplh
Jonathan Levav, Russell Lewis Siegelman, Austin Kiessig

Insights by Stanford Business

January 24, 2024
If we want to generate better ideas, then we need to get people back to the office.
April 04, 2023
A “warrior for economic growth” describes how the fashion industry can boost African communities’ well-being.
March 17, 2023
Research-based approaches for bringing fresh ideas to teams and organizations.
January 18, 2023
Delivering a message by voice — even an artificial one — can be more compelling than putting it in writing.
December 20, 2022
Know your customers and how to satisfy their needs, and you’re on the road to success.
December 12, 2022
Eleven articles to help you work, lead, and collaborate better.
December 08, 2022
Understanding who your customers are and how to meet their needs is key to effective marketing.
October 20, 2022
In a digital marketplace, mixing “freemiums” and promotions can actually be a money maker.
June 29, 2022
For creative collaboration, sometimes you can’t beat a face-to-face meeting.
May 19, 2022
People find digital music, books, and games more convenient — but think physical goods should cost more.
March 01, 2022
In this podcast episode, we discuss the importance of not just knowing what your audience needs to hear, but how they need to hear it.
February 16, 2017
Marketing Professor Jonathan Levav says it’s possible, and lists the five ways that you may already be trying to do so.
May 28, 2015
Research shows that references to God can prompt people to take more risks.

School News

May 09, 2024
If you’re looking for smart answers to complex questions, then you should check out this new podcast.
February 08, 2024
Insights and Bites offers evening sessions with an informal vibe
January 18, 2024
If/Then aims to help business leaders address modern problems
January 09, 2017
Inside Stanford GSB’s ambitious venture to lift people out of poverty.
June 13, 2015
Annual teaching awards honor exemplary contributions and student impact.
January 23, 2015
Applications to part-time innovation program for nonbusiness technical professionals, scientists and entrepreneurs accepted until May 4.