Liat Levontin is a 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 processes influencing behavior, and consumer psychology. Liat received grants from the Ministry of Education, Israel, to study teacher's pro-social motivation, and from the Israel Science Foundation (ISF) to study the influence of resource deficiency and beliefs on pro-social behavior. Liat teaches marketing research classes for MBA students and courses for graduate students in consumer psychology and prosocial behavior.