Senior Lecturer Sarit Moldovan

General Information

Sarit Moldovan joined the Faculty of Industrial Engineering and Management at the Technion in 2007, prior to that she was a visiting scholar at Columbia Business School.

She completed her PhD in Business Administration (Marketing) at the Hebrew University of Jerusalem (Summa cum Laude), an MBA (Marketing and Strategy-Entrepreneurship) from Tel Aviv University (Magna Cum Laude) and a BA in Psychology and Business Administration form The Hebrew University of Jerusalem (Magna Cum Laude).

Dr. Moldovan won several awards including the complexity center scholarship, Richard Sigel award for marketing research (twice), Clayton dissertation proposal award, Corson scholarship for post-doc studies, and the Berger award for excellent PhD dissertation.

Research Summary

Dr. Moldovan explores the various processes associated with the diffusion of a new product into the market. Her research interests include word-of-mouth communications, consumer types (innovators, opinion leaders), complexity in marketing, and resistance to innovation. 

Current Research Projects

Moldovan, Sarit, Yael Steinhart, and Shlomit Ofen. "Share and Scare": Solving the Communication Dilemma of Early Adopters with a High Need for Uniqueness

Moldovan, Sarit, Eitan Muller, Yossi Richter, and Elad Yom-Tov. Social Leadership in Small Groups

Moldovan, Sarit, Amitava Chattopadhyay, and Jacob Goldenberg. The Chasm Phenomenon: Break in Communications or Broadcasting on Different Wavelengths?

Moldovan, Sarit. Early Adopters: Opinion Leaders or Opinion Keepers

Moldovan, Sarit and Donald R. Lehmann. The Effect of Advertising on Word-of-Mouth

Moldovan, Sarit and Donald R. Lehmann. The Curiosity Effect: How Word-of-Mouth Can Boost Advertising Effectiveness 

Selected Publications