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Nathan Novemsky

Nathan Novemsky

Professor of Marketing

Professor Novemsky is Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology at Yale University. He is an expert in the psychology of judgment and decision-making, an area that overlaps heavily with behavioral economics and consumer behavior. He has published articles in leading marketing and psychology journals on topics that include: how people made judgments and decisions based on the information in front of them, how they know what they like, how the way they frame decisions affects the choices they make, how they choose and evaluate gifts, how their goals influence their behavior and other topics in judgment and decision-making.

He teaches managers how to use the latest ideas from behavioral science, including how to give structure to unstructured situations and complexity in a way that maximizes their chances of making good long-term decisions. He also teaches about how to use algorithms and data analysis in the decision making process in a way that allows people to contribute what they are best at and computers to contribute what they are best at.

He is also an active member of the Yale Center for Customer Insights. As part of the Center, he actively partners with practitioners to develop new insights into customer behavior that are both relevant to practitioners and new to the academic literature. He has also consulted on numerous legal cases (including deceptive advertising and defamation) where a key issue is how individuals interpret information they see in the media and other contexts.


  • PhD, Princeton University
  • MA, Princeton University
  • BA, Wesleyan University


Opportunity cost neglect

S. Frederick, N. Novemsky, J. Wang, R. Dhar and S. Nowlis
Journal of Consumer Research, issue 4, vol. 36, pp. 553-561


  • Outstanding Alumni Engagement, Yale SOM Alumni Association Regional Chapter Committee, 2014