On Amir received his Ph.D in management science and marketing from MIT’s Sloan School of management and is a professor of marketing at UC San Diego. On’s research focuses on using psychological and economic principles to identify successful strategies in different market settings. He investigates different customer decision-making mechanisms and their influences on pricing and promotion strategies, on decision making under risk and uncertainty, and on preference dynamics. He also writes about how insights from research on decision making and behavioral economics may be used to improve business practices and policy making.

On has been retained as an expert witness and testified at deposition in numerous cases. He has also consulted to and conducted market research for companies in the life sciences, biotechnology, media, gaming, and defense industries. On has received several research awards from the Marketing Science Institute and from the Robert Woods Johnson Foundation.

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