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Taly Reich

Taly Reich

Associate Professor of Marketing

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


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


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