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Professor Taly Reichs research interests fall at the intersection of behavioral decision theory and social psychology. Within these general domains, a great deal of her work explores issues related to the value of unintentionality in consumer choice and the unorthodox choices that people make in the face of threats to their personal identity. In exploring these issues, she strives to answer both theoretical and practical questions, with a fundamental goal of advancing basic insight in consumer psychology and shedding light on strategic actions that can subsequently be generated. Professor Reich has published articles in leading journals such as Nature, Psychological Science, the Journal of Personality and Social Psychology, and the Journal of Consumer Research. Taly Reich holds a PhD in Marketing from Stanford Graduate School of Business and an M.Sc. in Industrial Psychology from the Technion, Israel Institute of Technology.


  • PhD, Stanford University, 2014
  • MSc, Technion, Israel Institute of Technology, 2004
  • BA, University of Haifa, 2001

Selected Works


How to Overcome Algorithm Aversion: Learning from Mistakes
T. Reich, A. Kaju, and S. Maglio
Journal of Consumer Psychology
Forthcoming 2023

In the face of self-threat: Why ambivalence heightens people’s willingness to act
T. Reich, A.G. Fulmer, and R. Dhar
Organizational Behavior and Human Decision Processes

Unintentional Inception: The Quality Premium Placed on Unintentional Creations

A.G. Fulmer and T. Reich
Personality and Social Psychology Bulletin

No laughing matter: Why Humor mistakes are more damaging for men than women

T. Reich, S. Maglio, and A. Fulmer
Journal of Experimental Social Psychology

Evolving Choice Sets: The Effect of Dynamic (vs. Static) Choice Sets on Preferences

T. Reich, J. Savary, and D. Kupor
Organizational Behavior and Human Decision Processes
2021 In Press

Choice Protection for Feeling-Focused Decisions

S. Maglio, and T. Reich
Journal of Experimental Psychology: General
Volume 149, Issue 9, pp 1704-1718

Featuring Mistakes: The Persuasive Impact of Purchase Mistakes in Online Reviews

T. Reich, and S. Maglio
Journal of Marketing

Feeling Certain: Gut Choice, the True Self, and Attitude Certainty

S. Maglio and T. Reich

To Give or Not to Give?: Choosing Chance Under Moral Conflict

S. C. Lin and T. Reich
Journal of Consumer Psychology (Special Issue: Marketplace Morality)

The (Bounded) Benefits of Correction: The Unanticipated Interpersonal Advantages of Making and Correcting Mistakes

D. Kupor, T. Reich, and K. Laurin
Organizational Behavior and Human Decision Processes

Selected Media Coverage

Prof. Taly Reich Wins Society for Consumer Psychology’s Early Career Award
Yale School of Management
March 8, 2022

Nervous About Taking a Risk? Write a List of Pros and Cons.
Harvard Business Review
February 23, 2022

How to Overcome the Fear of Applying for a Promotion
The Wall Street Journal
February 20, 2022

How to Be Ambivalent
The New York Times
January 4, 2022

Men Pay a Higher Price Than Women When a Workplace Joke Falls Flat
The Wall Street Journal
September 21, 2021

Research: Consumers Prefer Products Created by Mistake
Harvard Business Review
September 20, 2017


Society for Consumer Psychology Early Career Award, 2022
Marketing Young Scholar, Marketing Science Institute, 2019 (awarded biennially to the most promising scholars in marketing)

Recent Invited Talks

Stanford University, Graduate School of Business, May 2022
University of California, Los Angeles, Invited Speaker, Marketing Camp, April 2022
Ramon Lull University, Esade Business School, March 2022
University of California, Berkeley, Hass School of Business, September 2020
University of Pittsburgh, Joseph M. Katz Graduate School of Business, September 2020
University of California San Diego, Rady School of Management, March 2020 (Postponed - Covid)
Harvard University, Harvard Kennedy School, February 2020
University of Pennsylvania, The Wharton School, March 2019
University of Southern California, Marshall School of Business, October 2018
The University of Chicago, Booth School of Business, February 2018
Northwestern University, Kellogg School of Management, January 2018
Columbia University, Columbia Business School, December 2017
New York University, Department of Psychology, March 2017