Jonathan Berman

Associate Professor of Marketing

BA (Northwestern) MSc (LSE) PhD (Wharton)

Dr Jonathan Berman studies consumer ethics and moral psychology. His research examines the tension people feel between acting selfishly and acting selflessly. Dr Berman’s research provides insight into how consumers, managers and policy makers can navigate the tension in order to maximize social impact.

Before joining London Business School, Professor Berman completed his PhD at the Wharton School, University of Pennsylvania. His research has been published in top Marketing and Psychology journals including in Psychological Science, the Journal of Marketing Research, and the Journal of Consumer Research.


Reflecting on Identity-Change Facilitates Confession of Past Misdeeds

Helgason B A; Berman J Z

Journal of Experimental Psychology: General 2022 Vol 151:9


Prosocial Behavior and Reputation: When Does Doing Good Lead to Looking Good?

Berman J Z; Silver I

Current Opinion in Psychology 2021 Vol 43 p 102-107

Reconciling loss aversion and gain seeking in judged emotions

Mellers B A; Yin S; Berman J Z

Current Directions in Psychological Science 2021 Vol 30:2 p 95-102


Moral choice when harming is unavoidable

Berman J Z; Kupor D

Psychological Science 2020 Vol 31:10 p 1294-1301

Passing the buck to the wealthier: reference-dependent standards of generosity

Berman J Z; Bhattacharjee A; Small D A; Zauberman G

Organizational Behavior and Human Decision Processes 2020 Vol 157 p 45-56


Discipline and desire: on the relative importance of willpower and purity in signaling virtue

Berman J Z; Small D A

Journal of Experimental Social Psychology 2018 Vol 76 p 220-230

Impediments to effective altruism: on the perceived subjectivity of charitable giving

Berman J Z; Barasch A; Levine E E; Small D A

Psychological Science 2018 Vol 29:5 p 834-844

Signaling emotion and reason in cooperation

Levine EE; Barasch A; Rand D; Berman JZ; Small DA

Journal of Experimental Psychology: General 2018 Vol 147:5 p 702-719


Expense neglect in forecasting personal finances

Berman J Z; Tran A; Lynch J G; Zauberman G

Journal of Marketing Research 2016 Vol 53:4 p 535-550

When payment undermines the pitch : on the persuasiveness of pure motives in fund-raising

Barash A; Berman J Z; Small D A

Psychological Science 2016 Vol 27:10 p 1388-1397


The braggart’s dilemma: on the social rewards and penalties of advertising prosocial behavior

Berman J Z; Levine E E; Barasch A; Small D A

Journal of Marketing Research 2015 Vol 52:1 p 30-104


Selfish or selfless? On the signal value of emotion in altruistic behavior

Barasch A; Levine E E; Berman J Z; Small D A

Journal of Personality and Social Psychology 2014 September Vol 107:3 p 393-413


Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish

Bhattarcharjee A K; Berman J Z; Reed II A

Journal of Consumer Research 2013 Vol 39:6 p 1167-1184


Self-interest without selfishness: The hedonic benefit of imposed self-interest

Berman J Z; Small D A

Psychological Science 2012 Vol 23:10 p 1193-1199


Communication Preferences in Medical Advice Seeking

Berman J; Goksel S; Scott S

Working Paper

Self-Continuity and Admission of Unethical Behavior

Berman J; Helgason B A

Working Paper

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.