Dr. Matti Rachamim
CV
Matti Rachamim is a faculty member in Marketing at the School of Business Administration, Bar-Ilan University. She received her Ph.D. in Marketing from the School of Business Administration at the Hebrew University of Jerusalem. She also holds a B.Sc. in Chemistry (with honors) and an M.B.A., both from the Hebrew University.
Matti currently serves as Chair of the Executive MBA Programs at the School of Business Administration, Bar-Ilan University.
Her research interests focus on applications of artificial intelligence in marketing, consumer behavior, and ethnic dimensions of consumption. Her work explores how AI-based recommender systems and consumer digital twins influence marketing decision-making, and how such technologies can be leveraged to enhance customer experience and deepen the understanding of consumer–brand interactions. She also studies the impact of both overt and covert marketing content on consumer judgments and behaviors, the effectiveness of different advertising messages, and the role of emotions in shaping consumer responses. In addition, her research examines the implications of ethnic marketing, including how consumers from diverse cultural backgrounds interpret marketing messages, and how variables such as ethnic identity and cultural values shape consumer preferences and brand attitudes.
She teaches courses in Marketing Management, Consumer Decision-Making, B2B Marketing, and Advanced Topics in Marketing.
Courses
Marketing Management: 70-636
Consumer Decision-Making: 70-664
Business Marketing (B2B): 70-916
Advanced Issues in Marketing: 70-633
Award for Distinguished Teaching, Teacher of the Year Honors, School of Business Administration, Bar-Ilan University, 2019.
Award for Distinguished Teaching, Teacher of the Year Honors, School of Business Administration, Bar-Ilan University, 2020.
Award for Distinguished Teaching, Teacher of the Year Honors, Faculty of Social Sciences, Bar-Ilan University, 2023.
Publications
Hornik, J., Ofir, C., & Rachamim, M. (2017). Advertising appeals, moderators, and impact on persuasion: A quantitative assessment creates a hierarchy of appeals. Journal of advertising research, 57(3), 305-318.
Hornik, J., Satchi, R. S., & Rachamim, M. (2019). The joy of pain: A gloating account of negative electronic word-of-mouth communication following an organizational setback. Internet Research, 29(1), 82-103.
The paper was selected by the editorial team of Internet Research for the outstanding paper award.
Hornik, J., Rachamim, M., & Grossman, O. (2021). Ripples of contempt: aversive responses to others (mis) fortunes. Motivation and Emotion, 45(6), 809-817.
Hornik, J., Rachamim, M., Satchi, R. S., & Grossman, O. (2021). A dark side of human behavior: development of a malicious sentiments scale to others success or failure. Computers in Human Behavior Reports, 4, 100112.
Hornik, J., Ofir, C., Rachamim, M., & Grossman, O. (2021). The Impact of Emotional versus Rational Appeals. Theory and Practice in Management, 1, 35-52. (HEB)
Song, Y., Berger, R., Rachamim, M., Johnston, A., & Colladon, A. F. (2022). Modeling the industry perspective of university-industry collaborative innovation alliances: Player behavior and stability issues. International Journal of Engineering Business Management, 14, 18479790221097235.
Berger, R., Drori, N., Rachamim, M., & Alon, I. (2023). Towards an emic model of business culture. Competitiveness Review, 33(6), 1161-1178.
Grossman, O., Rachamim, M., & Mann., J. (2022). The Influence of Ethnic Identity on Consumer Preferences: The Case of East Jerusalem Arabs. Theory and Practice in Management, 2, 58-78. (HEB)
Rachamim, M., Nathan, O., Grossman, O., Graguer, S., & Mia-Shagrir, L. (2022). Product Placement in Video Games: New Insights. Theory and Practice in Management, 4, 64-77. (HEB)
Berger, R., Drori, N., Rachamim, M., & Alon, I. (2023). Towards an emic model of business culture. Competitiveness Review, 33(6), 1161-1128.
Hornik, J., & Rachamim, M. (2023). Justice for all: A marketing perspective and research agenda. Journal of Business Research, 159, 113710.
Hornik, J., Ofir, C., Rachamim, M., & Grossman, O. (2023). The bittersweet smell of success: Malicious online responses to others achievements. Frontiers in Psychology, 14, 1085317.
Berger, R., Barnes, B. R., Lee, L., & Rachamim, M. (2023). Are Christian Arabs’ business models different from those of Muslim Arabs?, International Marketing Review, 40(2), 290-312.
Grossman, O., & Rachamim, M. (2023). Does classical versus pop music influence coffee purchase likelihood?. Psychology of Music, 03057356231153071.
Hornik, J., Rachamim, M., & Graguer, S. (2023). Fog computing: a platform for big-data marketing analytics. Frontiers in Artificial Intelligence, 6, 1242574.
Hornik, J., & Rachamim, M. (2023). Torn Between Online Marketing Stories: Trait Ambivalence’s Influence on Schadenfreude. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 36(2), 1-12.
Rachamim, M., & Moran, A. (2023). Product Placement as a Green Marketing Platform. Theory and Practice in Management, 5, 78-87. (HEB)
Grossman, O., & Rachamim, M. (2024). How can coffee shops draw customers back after COVID-19? the influence of psychological distance on coffee versus tea preference. Journal of Business Research, 172, 114431.
Hornik, J., Rachamim, M., & Grossman, O. (2024). A Tango of Two Dark Emotions: Mixed Reactions to Commercial Entities (Mis) fortunes. Customer Needs and Solutions, 11(1), 2.
Hornik, J., Ofir, C., Rachamim, M., & Graguer, S. (2024). Fog Computing-Based Smart Consumer Recommender Systems. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 597-614.
Man, T. W. Y., Berger, R., & Rachamim, M. (2024). A social constructivist perspective on novice entrepreneurial learning in business incubators. International Journal of Emerging Markets, 19(5), 1281-1305.
Hornik, J., Ofir, C., & Rachamim, M., (2024). Out of the Fog: Fog Computing Enabled AI to Support Smart Marketing Management. Management Review Quarterly, 1-33.
Hornik, J., & Rachamim, M. (2024). Television shows ideation, and testing with smart digital twins to advance ratings. Electronic Commerce Research, 1-32.
Rachamim, M., & Hornik, J. (2024, December). AI-enabled cognitive digital twins to support product life-cycle management. Proceedings of the 2024 International Conference on Computational Science and Computational Intelligence (CSCI), Las Vegas, NV, USA.
Rachamim, M., Hornik, J., & Ofir, C. (2025). The market for private security: a review, research agenda, and marketing strategies for a contested terrain. Management Review Quarterly, 1-41.
Berger, R., Barnes, B. R., Rachamim, M., & Silbiger, A. (in press). Is Guanxi prevalent across China? Evidence from seventeen provinces. European Journal of International Management.
Hornik, J., & Rachamim, M. (in press). Leveraging real-time digital twins for smart livestreaming platforms to enhance consumers’ experience. Journal of Supercomputing.
Hornik, J., & Rachamim, M. (2025). AI-enabled consumer digital twins as a platform for research aimed at enhancing customer experience. Management Review Quarterly. https://doi.org/10.1007/s11301-025-00527-3
Chaters
Ofir, C., & Rachamim, M. (2011). Processing of price information. In J. N. Sheth (Ed.), Legends in marketing. Sage Publications IndiaPvt Ltd, 35-48.
Rachamim, M., Graguer, S., Grossman, O., & Ofir, C. (2024). Introduction: New Directions in Behavioral Pricing. In New Directions in Behavioral Pricing (pp. xv-xx). World Scientific Publishing Co.. https://doi.org/10.1142/9789811292231_fmatter.
Rachamim, M., & Hornik, J. (2024). Internet of Marketing Things: A Fog Computing Paradigm for Marketing Research. In Marketing - Annual Volume 2024. IntechOpen.
Last Updated Date : 14/05/2025
