Prof. Taly Reich Wins Society for Consumer Psychology’s Early Career Award

Taly Reich, associate professor of marketing, is the winner of the Society for Consumer Psychology’s 2022 Early Career Award.

The award “recognizes significant scientific contributions to consumer psychology by a scholar whose PhD was obtained in 2013 or later and emerging scholars whose research shows promise in shaping the field of consumer psychology.” The selection is based on nominations received by the SCP.

“Taly is among the leading consumer psychologists of her generation,” said Ravi Dhar, the George Rogers Clark Professor of Management and director of the Center for Customer Insights at the Yale School of Management. “Yale SOM is lucky to have her as part of the faculty.”

Reich’s research interests fall at the intersection of behavioral decision theory and social psychology. Much 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. Her recent research includes examinations of the advantages of communicating about your mistakes, the relationship between gender and perceptions of humor, and how cultivating ambivalence can help encourage action.