▁Diego ' s ▁R ady ▁School ▁of ▁Management . ▁ ▁Education ▁and ▁career ▁G ne e zy ▁studied ▁econom ics ▁at ▁Tel ▁Av iv ▁University , ▁where ▁he ▁obtained ▁a ▁B A ▁degree ▁and ▁graduated ▁with ▁hon ors . ▁He ▁later ▁got ▁his ▁MA ▁and ▁Ph D ▁( 1 9 9 7 ) ▁at ▁the ▁Cent ER ▁for ▁Econom ic ▁Research ▁at ▁T il burg ▁University ▁in ▁T il burg , ▁the ▁Netherlands . ▁ ▁G ne e zy , ▁who ▁frequently ▁cont ributes ▁to ▁the ▁Fre ak onom ics ▁website , ▁is ▁known ▁for ▁design ing ▁simple , ▁clever ▁experiments ▁to ▁demonstrate ▁behavior al ▁phen omena ▁that ▁open ▁up ▁new ▁research ▁directions ▁in ▁behavior al ▁econom ics . ▁Ex amples ▁include ▁his ▁work ▁on ▁when ▁and ▁how ▁in cent ives ▁work , ▁de ception , ▁gender ▁differences ▁in ▁compet it iveness , ▁and ▁behavior al ▁pr icing . ▁G ne e zy ▁and ▁co author ▁John ▁A . ▁List ▁have ▁published ▁a ▁book ▁on ▁the ▁hidden ▁mot ives ▁and ▁und isc over ed ▁econom ics ▁of ▁every day ▁life , ▁titled ▁" The ▁Why ▁A xis ." ▁ ▁In ▁ 2 0 1 4 , ▁G ne e zy ▁c of ounded ▁G ne e zy ▁Cons ult ing , ▁a ▁business ▁consult ation ▁company ▁that ▁special izes ▁in ▁behavior al ▁econom ics . ▁ ▁Before ▁joining ▁the ▁R ady ▁School , ▁G ne e zy ▁was ▁a ▁fac ulty ▁member ▁at ▁the ▁University ▁of ▁Chicago , ▁Techn ion ▁– ▁Israel ▁Institute