Proven Leader: Amir Grinstein


Amir Grinstein
Associate Professor, Marketing
PhD, The Hebrew University 

Grinstein, a Journal of Marketing editorial board member, is an expert on the interface between marketing and public policy, especially in social and environmental contexts.

His leading research on the effectiveness of pro-social communication and de-marketing campaigns informs marketers on ways to convince consumers to adopt desired behaviors.

A 2013 European Marketing Academy “Susan P. Douglas Award for Conference Best Paper on International Marketing” winner and a 2014 Transformative Consumer Research seed grant recipient, Grinstein continues to produce top research. His findings bring particular attention to the potential that marketing has to influence and enhance socially desirable actions. 

Q: What are your areas of expertise/research focus?

My research and teaching interests are focused on two core issues: (1) The interface between marketing and society/public policy, especially various social and environmental contexts such as the enhancement of “green,” healthy or other socially-desirable behaviors and the effectiveness of demarketing; (2) Marketing strategy, including the study of strategic orientations and international marketing topics.

Q: What industries are or could be impacted by your research?

On the one hand my research can influence public policy makers, social marketers, and non-for-profits. On the other hand it can be useful for socially responsible marketers and companies.

Q: What research projects are you currently working on or planning?

Current projects in the area of pro-social marketing: “Pound per Pound: Do Heavy Burdens Make Heavy People?” –studies how the weight of the serving dish affects consumers’ food choices. “Aesthetic Contrast as a Motivator of Prosocial Behavior” – studies the role of aesthetics in effective pro-social communication. “Giving by the Bucket and Taking by the Grain: Advice Givers and Receivers in Health Communication” – studies the moderating role of consumers’ need and wish for advice in effecting pro-social health communication. “Tuning-in to Our Competitive Nature: How Gamification Increases Sustainable Behavior” – studies the counterintuitive role of competition in enhancing sustainable behavior.

Q: What are some of your most seminal publications?

Grinstein, A., & Kronrod, A. (forthcoming 2016). Spare the Rod and Spoil the Child? How Praising, Scolding, and Assertiveness can Encourage Desired Behaviors. Journal of Marketing Research.

Kronrod, A., Grinstein, A., & Wathieu, L. (2012). Go Green! Should Environmental Messages be so Assertive? Journal of Marketing, 76(1), 95-102.

Grinstein, A., & Nisan, U. (2009). Demarketing, Minority Groups, and National Attachment. Journal of Marketing, 73(2), 105-122.

Q: What are some awards that you have received?
  • Transformative Consumer Research 2014 seed-money grant: “Tuning-in to our competitive nature: How gamification increases sustainable behavior” (with Arianne van der Wal and Femke van Horen).
  • Transformative Consumer Research 2014 seed-money grant: “To Eat or Not to Eat? Consumption Goal Setting in Promoting Better Food Choice Under Conflicting Information” (with Liad Bareket).
  • Susan P. Douglas Best Conference Paper Award, for “Local or Global Warming? Cosmopolitan Orientation and Environmental Behavior” (with Petra Riefler), European Marketing Academy. 2013.
  • Toronto Prize recipient. Ben-Gurion University Prize for Young Scholars.
  • Department Head Best Paper Award for “Go Green! Should Environmental Messages be so Assertive?” (with Kronrod and Wathieu), Journal of Marketing. 2012.