Prof. Eitan Gerstner

Behavioral Science and Management


Eitan Gerstner is a Professor of Management at the Faculty of Industrial Engineering & Management, Technion-Israel Institute of Technology.  He works in the areas of social responsibility, pricing and service research.  His research papers were published in Marketing and Economics journals including the Journal of Marketing ResearchMarketing ScienceJournal of Service Research, Journal of BusinessJournal of Retailing, American Economic Review, and Quarterly Journal of Economics.  His most recent research focuses on business practices and pricing policies that can lead to service failures and on public policies that can prevent them.  Professor Gerstner served as an Area Editor of Marketing Science and as a member of the editorial board of the Journal of Service Research.  Currently, he serves as chair of the Technion's Social & Behavioral Sciences Institutional Review Board (Ethics Committee).  

the Social & Behavioral Sciences Institutional Review Board (SBS-IRB)

Selected Publications

Cyclic Pricing by a Durable Goods Monopolist, John Conlisk, Eitan Gerstner, and Joel Sobel, The Quarterly Journal of Economics, Vol. 99, No. 3 (Aug., 1984), pp. 489-505.

Do Higher Prices Signal Higher Quality? Eitan Gerstner, Journal of Marketing Research, Vol. 22, No. 2 (May, 1985), pp. 209-215.

A Theory of Channel Price Promotions, Eitan Gerstner and James D. Hess, The American Economic Review, Vol. 81, No. 4 (Sep., 1991), pp. 872-886.

Pull Promotions and Channel Coordination, Eitan Gerstner and James D. Hess, Marketing Science, Vol. 14, No. 1 (1995), pp. 43-60.

Money Back Guarantees in Retailing: Matching Products to Consumer Tastes, Scott Davis, Eitan Gerstner and Michael Hagerty, Journal of Retailing, Vol. 71, No.1 (1995), 7-22.

Customer Referral Management: Optimal Reward Programs, Eyal Biyalogorsky, Eitan Gerstner and Barak Libai, Marketing Science, Vol. 20, No. 1 (Winter, 2001), pp. 82-95.

Contingent Pricing to Reduce Price Risks, Eyal Biyalogorsky, Eitan Gerstner, Marketing Science, Volume 23, Number 1, Winter 2004, 146-155.

Service Escape: Profiting From Customer Cancellations, Linhong Xie and Eitan Gerstner, Marketing Science, Volume 26, No. 1(January-February 2007), pp. 18-30.

The effects of expert quality evaluations versus brand name on price premiums, Eidan Apelbaum, Eitan Gerstner, Prasad A. Naik,  Journal of Product & Brand Management, 54 -165.


The general objective of my research is to identify and explain marketing phenomena that cannot be easily explained by existing theories, and to explore ideas and solutions to help improve marketing practices from the perspective of companies, consumers, and society. The specific researched areas include: Social Marketing, Service Management, and Product Failure Management.

Contact Info

Room 303 Bloomfield Building