Taly Reich

Associate Professor of Marketing

taly.reich@yale.edu Center for Customer Insights

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

Selected Works

Articles

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
2022
Unintentional Inception: The Quality Premium Placed on Unintentional Creations
A.G. Fulmer and T. Reich
Personality and Social Psychology Bulletin
2022
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
2021
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
2020
Featuring Mistakes: The Persuasive Impact of Purchase Mistakes in Online Reviews
T. Reich, and S. Maglio
Journal of Marketing
2020
Feeling Certain: Gut Choice, the True Self, and Attitude Certainty
S. Maglio and T. Reich
Emotion
2019
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)
2018
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
2018

Selected Media Coverage

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

Marketing Young Scholar, Marketing Science Institute, 2019 (awarded biennially to the most promising scholars in marketing)

Faculty Category

Yale SOM Faculty

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

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.

Emily Gordon Associate Director, Media Relations & Faculty Research emily.gordon@yale.edu +1 (203) 432-6521

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