Liat Levontin is a Senior Lecturer of Consumer Psychology at the Faculty of Industrial Engineering and Management, Technion, Israel. She received her Ph.D. from the Hebrew University, and held a research fellow position at the School of Psychology, Interdisciplinary Center (IDC), Herzliya. Her research interests include pro-social behavior, motivational factors influencing behavior, and consumer psychology. Liat received grants from the Ministry of Education, Israel, and from the Israel Science Foundation (ISF). Liat teaches marketing principles class for Msc students, marketing research and consumer behavior classes for MBA's and courses for graduate students in consumer psychology and prosocial behavior.