Chezy Ofir

Chezy Ofir is the Kmart Chair Emeritus Professor at the School of Business Administration at the Hebrew University. He earned his Master’s and PhD from Columbia University Business School following B.Sc. and M.Sc. degrees in engineering.

His research addresses judgment and decision making, information processing, branding issues, pricing, and strategic innovation. His research has been published in Journal of Marketing Research, Journal of Marketing, Management Science, Journal of Consumer Research, Journal of Personality and Social Psychology, Journal of Consumer Psychology, Psychometrika, British Journal of Mathematical and Statistical Psychology, Multivariate Behavior Research, Organizational Behavior and Human Decision Processes, Journal of Retailing, International Journal of Research in Marketing, among others.

Professor Ofir founded and headed an Executive MBA in Strategic Management tailored to CEOs and entrepreneurs. He has been invited as a Visiting Professor and/or research partner to Stanford University, University of California Berkeley (for about 10 years teaching one semester annually), New York University (for about 4 years teaching one semester annually), Columbia University, and University of Pennsylvania (Wharton School). In recent years, his courses include Strategies for Growth; Strategy from the CEO and Board perspective; Pricing; Marketing Strategy; and various doctoral seminars.

Professor Ofir has experience in strategic consulting and corporate governance, as well as serving as an expert witness in the US and Israel.

Selected Publications

• Ofir, C. and Lynch. 1984, "Context Effect on Judgment Under Uncertainty,” Journal ofConsumer Research, 11, 668-679.
• Ofir, C. and Khuri, A. 1986, "Multicollinearity in Marketing Models: Diagnostics and Remedial Measures,” International Journal of Research in Marketing, 3(4), 181-205.
• Ofir, C., Reddy, S. and Bechtel, G. 1987, "Are Semantic Response Scales Equivalent?” Multivariate Behavioral Research, 22, 1-18.
• Bechtel, G. and Ofir, C. 1988, "Aggregate Item Response Analysis,” Psychometrika, 53(1), 93-107.
• Ofir, C. 1988, "Pseudodiagnosticity in Judgment Under Uncertainty,” Organizational Behavior and Human Decision Processes, 42(3), 343-363.
• Lynch, J. and Ofir, C. 1989, "Effects of Cue Consistency and Value on Base-Rate Utilization,” Journal of Personality and Social Psychology, 56(2), 170-181.
• Mazursky, D. and Ofir, C. 1990. "I Could Never Have Expected It to Happen: The Reversal of the Hindsight Bias,” Organizational Behavior and Human Decision Processes, 46, 20-33.
• Bechtel, G., Ofir, C. and Ventura, J. 1990, "Combining Perceptual and Economic Variables in the Demand Function,” Journal of Economic Psychology, 11 209-225.
• Bechtel, G., Ofir C. and Khuri, A., 1995, "Replicated Paired Comparison the Individual Level,” British Journal of Mathematical and Statistical Psychology, 48, 115-127.
• Mazursky, D and Ofir, C., 1996, "‘I Knew it All Along', Under All Conditions? Or possibly, ‘I Could Not Have Expected it to Happen' Under Some Conditions?” Organizational Behavior and Human Decision Processes, 66, 237-240.
• Ofir, C. and Reddy, S., 1996, "Measurment Errors in Probability Judgments,” Management Science, 42(9), 1308-1325
• Ofir, C. and Mazursky, D., 1997, "Does Surprising Outcome Reinforce or Reverse the Hindsight Bias?” Organizational Behavior and Human Decision Processes, 69, 1, 5-57.
• Ofir, C., 2000, "Ease of Recall vs. Recalled Evidence in Judgment: Experts vs. Laymen,” Organizational Behavior and Human Decision Processes, 81(1), 28-42.
• Ofir, C. and Simonson, I., 2001, "In Search of Negative Customer Feedback The Effect of Expecting to Evaluate on Satisfaction Evaluations,” Journal of Marketing Research, 38, 170-82. Winner of the AMA (American Marketing Association) Best Services Article Award.
• Ofir, C., 2004, "Reexamining Latitude of Price Acceptability and Price Thresholds: Predicting Basic Consumer Reaction to Price,” Journal of Consumer Research, 30, 612-621.
• Ofir, C. and Simonson, I., 2007, "The Effect of Stating Expectations on Customer Satisfaction and Shopping Experiences”, Journal of Marketing Research, 44, February, 164-174.
• Ofir, C., Raghubir, P., Brosh, G., Monroe, K. and Heiman, A., 2008, "Memory Based Store Price Judgments: The Role of Knowledge and Shopping Experience,” Journal of Retailing, 84(4), 414-423.
• Ofir, C., Simonson, I. and Song-Oh Yoon, 2009, "Customer Compliance with Presumed Market Research Goals: Motivational Drivers of Negative Service Evaluations,” Journal of Marketing, 73 (November), 105-114.
• Hornik, J., Ofir, C. and Satchi, R., 2010, "The Effect of Consumer' Diurnal Preferences on Temporal Behavior”, Journal of Consumer Psychology, 20 (February), 53-65.
• Heiman, A. and Ofir, C., 2010, "The Effect of Imbalanced Competition on Demonstration Strategies," International Journal of Research in Marketing, 27, 2, 175-187.