Ilana Ritov is a professor at the department o Education at the Hebrew University of Jerusalem. Her research area is the psychology of judgment and decision making, with special focus on choice in social contexts. The issues she studies include among others, determinants of altruistic behavior, the role of social comparison, and the distinction between abstract choices and those involving identified individuals. Ilana Ritov is the scientific director of I-Core Center for empirical studies of decision making and the Law at the Hebrew University. She is also a member of the Center for the Study of Rationality.