Associate Professor Samuel Becher

AProf Samuel Becher profile picture

Associate Professor School of Accounting and Commercial Law


Teaching in 2020


Associate Professor Becher has earned his LLM and JSD from Yale Law School, and his LLB (magna cum laude) from Tel Aviv University. He specializes in economic and behavioral analysis of law. His research has been widely published or is forthcoming in journals such as American Business Law Journal, Law & Contemporary Problems, Boston College Law ReviewConnecticut Law Review, Wake Forest Law Review, Cardozo Law Review, Tulane Law Review, University of Michigan Journal of Law Reform and Michigan Telecommunications and Technology Law Review. Dr. Becher won various awards for excellence in research and teaching. He has designed and taught a variety of courses in the areas of contract law, consumer protection law, law and economics, law and psychology, law and happiness, decision-making, and negotiation and conflict resolution.

Professor Becher has been also involved in public service. He has served as a member of the Israeli Form Contract Tribunal (Jerusalem district court) and as the head of the Dispute Resolution Institute of the "Public Trust" organization – an Israeli non-profit organization that works to promote a fair consumer-business environment. In addition, he has founded and headed a consumer law clinic in cooperation with the Israel Consumer Council. Prior to pursing his graduate studies professor Becher clerked for Chief Justice (Rt.) Aharon Barak at the Israeli Supreme Court.

Selection of Publications

Shmuel I. Becher, Behavioral Science and Consumer Standard Form Contracts, 68 Louisiana L. Rev 118 (2007).

Shmuel I. Becher & Tal Z. Zarsky , E-Contract Doctrine 2.0: Standard Form Contracting in the Age of Online User Participation, 12 Michigan Telecommunications & Tech. L. Rev. 303 (2008).

Shmuel I. Becher, Asymmetric Information in Consumer Contracts: The Challenge That Is Yet to be Met, 45 American Business L. J. 723 (2008).

Shmuel I. Becher & Tal Z. Zarsky, Reconfiguring E-Contract Policy: Market Optimization, Consumer Protection, and the Promotion of Trust in E-Commerce Transactions 25 Bar-Ilan U. L. Rev. 431 (2009).

Shmuel I. Becher, A "Fair Contracts" Approval Mechanism: Reconciling Consumer Contracts and Conventional Contract Law, 42 Michigan J. L. Reform 747 (2009).

Shmuel I. Becher & Tal Z. Zarsky, Consumers’ Right of Withdrawal: A Well-Reasoned Right or a Pyrrhic Victory? 32 Tel Aviv U. L. Rev. 127 (2010).

Shmuel I. Becher & Avishay Klein, The Paradox of Power and Representation in Small Claims Court? 50 Israel Bar L. Rev. 327 (2010).

Shmuel I. Becher, Concrete Content to Vague Standards: Behavioral Analysis of Consumer Contracts, 33 Tel Aviv U. L. Rev. 277 (2010).

Shmuel I. Becher & Esther Unger-Aviram, The Law of Standard Form Contracts: Misguided Intuitions and Suggestions for Reconstruction, 8 DePaul Bus. & Commercial L. J. 199 (2010).

Shmuel I. Becher & Tal Z. Zarsky, Open Doors, Trap Doors, and the Law, 74 L. & Contemporary Prob. 101 (Duke University Press, 2011).

Shmuel I. Becher, Empathy and Happiness: A Fresh Approach to Clinical Legal Education, 17 Hamishpat (Colman) L. Rev. 17 (2012).

Shmuel I. Becher & Oren Bar-Gil, Consumer Law in: The Economic Analysis of Law (A. Procaccia ed., 2012) 223.

Shmuel I. Becher & Moshe Gelbard, Asymmetric Pricing Mechanism in Standard Form Contracts: An Unfair Contractual Term? Online Israeli J. on Legislation (2013).

Shmuel I. Becher & Moshe Gelbard, The Standard Form Contracts Law: Re-review Following Amendments, 5 Israeli J. on Legislation 19 (2013).

Shmuel I. Becher & Tal Z. Zarsky, Seduction by Disclosure: Comments on Seduction by Contract, 9 Jerusalem Rev. Leg. Stud. 72 (Oxford University Press, 2014).

Shmuel I. Becher, Legal Education in the 21st Century: There’s Much (to Re)New Under the Sun, 19 Hamishpat (Colman) L. Rev. 7 (2014).

Shmuel Becher & Nofar Asselman, Students' Well-being and Legal Education: Imperative Lessons from Positive Psychology, 19 Hamishpat (Colman) L. Rev. 125 (2014).

Shmuel I. Becher & Tal Z. Zarsky, Online Consumer Contracts: No One Reads, but Does Anyone Care? 12 Jerusalem Rev. Leg. Stud. 105 (Oxford University Press, 2015).

Shmuel I. Becher & Itay Krayden, Regu-dating: The Regulation of Online Dating Sites, 30 Bar-Ilan U. L. Rev. 7 (2015).

Shmuel I. Becher & Avigail Ben-Aroya, The Supplementary Health Insurance Market: A Consumer Law Perspective, 48 Law & Medicine 19 (2015).

Shmuel I. Becher, We Demand the Penny by Hook or by Crook: Penny-Wise, Dollar Foolish and Consumer Protection Legislation, Online Israeli J. on Legislation (2015).

Shmuel I. Becher & Inbal Shprung-Cohen, Hungry for Change: The Thinness Myth and the Diet Industry from a Consumer Law Perspective, 9 Haifa U. L. Rev. 13 (2015).

Shmuel I. Becher & Yuval Feldman, Manipulating, Fast and Slow: The Law of Non-verbal Market Manipulations, 38 Cardozo L. Rev. 459 (2016).

Shmuel I. Becher, From Consumer Protection to Consumers’ Wellness: Towards a More Holistic Approach to Consumer Law 11 Haifa L. Rev. 341 (2018).

Jessica Lai & Shmuel I. Becher, Protecting Consumer Protection, 49 Victoria University of Wellington L. Rev. 259 (2018).

Shmuel I. Becher, Unintended Consequences and the Design of Consumer Protection Legislation, 93 Tulane L. Rev. 105 (2018).

Shmuel I. Becher & Jessica Lai, Re-thinking the Legal Framework for Country of Origin Cases, 55 San Diego Law Review 539 (2018).

Shmuel I. Becher & Tal Z. Zarsky, Minding the Gap, 51 U. Connecticut L. Rev. (forthcoming, 2019).

Uri Benoliel & Shmuel I. Becher, The Duty to Read the Unreadable, 60 Boston College L. Rev. (forthcoming, 2019).

Shmuel I. Becher, Hongzhi Gao, Alana Harrison & Jessica Lai &, Hungry for Change: The Law and Policy of Food Health Labelling, 54 Wake Forest L. Rev. (forthcoming, 2019).

Shmuel I. Becher & Uri Benoliel, Law in Book and Law in Action: Readability of Privacy Agreements and the GDPR, in: CONSUMER LAW AND ECONOMICS (SPRINGER, Klaus Mathis & Avishalom Tor eds.) (forthcoming, 2019).

Shmuel I. Becher, Yuval Feldman & Orly Lobel, Poor Consumer(s) Law: The Case of High-Cost Credit and Payday Loans, in: LEGAL APPLICATIONS OF MARKETING THEORIES (CAMBRIDGE UNIVERSITY PRESS, Jacob Gersen & Joel Stekel eds.) (forthcoming, 2019).


Teaching in 2020