Taly Reich

Professor Taly Reich’s 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.

Education

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

Articles

The Biography of Discovery: How Unintentional Discovery of Resources Influences Choice and Preference

Fulmer, G. Alexande, and T. Reich

Journal of Experimental Psychology: General, issue 6, vol. 152, pp. 1671-1689

2023

Feeling Good or Feeling Right: Sustaining Negative Emotion Following Human Suffering

Lin, C. Stephanie, T. Reich, and T. Kreps

Journal of Marketing Research, issue 3, vol. 60, pp. 543-563

2023

Unintentional Inception: When a Premium Is Offered to Unintentional Creations

A.G. Fulmer and T. Reich

Personality and Social Psychology Bulletin

2022

In the Face of Self-threat: Why Ambivalence Heightens People's Willingness to Act

T. Reich, R. Dhar, and A. Fulmer

Organizational Behavior and Human Decision Processes

2022

How to Overcome Algorithm Aversion: Learning from Mistakes

T. Reich, A. Kaju, and S. Maglio

Journal of Consumer Psychology

2022

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

Achievements

MSI Scholar, Marketing Science Institute (Awarded biennially to recognize “the most prominent marketing scholars in the world”), 2024
Rising Star (Awarded for outstanding teaching), Management Communication Association, 2023
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

Northwestern University, Kellogg School of Management, May 2023

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

Taly Reich on

Faculty Discipline

Marketing

Expertise

Behavioral Science
Consumer Behavior
Decision-making
Marketing
Online Marketing

Courses

Strategic Communication MGT 553
Strategic Communication: Delivering Effective Presentations MGT 553
Strategic Communication: Presenting Effectively in a Virtual World MGT 553

Other information

person at a computer

Building Trust with the Algorithms in Our Lives
December 6, 2022
Consumers are wary of the recommendations made by algorithms. But according to new research co-authored by Yale SOM’s Taly Reich, showing that an algorithm can learn—that it improves over time—helps to resolve this distrust.

person walking up stairs holding pole with two people hanging off the ends

Can Ambivalence Motivate Us to Act?
March 1, 2022
Fearing rejection, people are often reluctant to pursue the things they want most—a better job offer, a first date. New research by Professor Taly Reich and two Yale SOM colleagues demonstrates the way in which ambivalence can help encourage action despite the prospect of failure.

Man and woman in bar, woman has glasses with popping eyeballs A Man and a Woman Walk into a Bar: How Gender Changes the Perception of a Bad Joke
August 25, 2021
Reams of research show how women are penalized in a variety of social and professional contexts. But Yale SOM’s Taly Reich has found one situation in which women are more likely to get the benefit of the doubt: when they tell jokes that fall flat.

We’re More Likely to Stick to Decisions Rooted in Emotions
June 23, 2020
Should you trust your gut? A new study co-authored by Yale SOM’s Taly Reich finds that decisions made on the basis of feelings hold up longer in the face of new information than decisions made deliberately and rationally.

Admitting a Purchase Mistake Makes Online Reviews More Persuasive
December 03, 2019
Yale SOM’s Taly Reich has conducted a series of studies exploring the surprising value of mistakes. In her latest paper, she and her co-author show that shoppers are more likely to purchase a product after reading a review that describes making a prior purchase mistake.

How to Turn Your Mistakes into an Advantage
March 22, 2019
People and companies alike often try to hide their mistakes from public view. New research by Yale SOM’s Taly Reich reveals that sometimes you’re better off owning your gaffes.

Why Consumers Prefer Products Made by Mistake
October 04, 2017
Companies generally assume that if they make a mistake while designing or manufacturing a product, they should keep that information to themselves. But new research by Professor Taly Reich and her collaborators suggests that revealing mistakes can enhance consumer preference.

Rosalind D’Eugenio Senior Associate Director, Media Relations rosalind.deugenio@yale.edu +1 (203) 432-6521