Taly Reich

Taly Reich is an Associate Professor of Marketing at the Leonard N. Stern School of Business, New York University, joining in January 2025. Previously, she was a faculty member at the Yale School of Management. Her research lies at the intersection of behavioral science, social psychology, and consumer behavior.

Education:

• PhD in Marketing, Stanford University
• MSc in Industrial Psychology, Technion – Israel Institute of Technology
• BA in Psychology, University of Haifa

Her research focuses on the psychological value of unintentionality, exploring how mistakes, ambivalence, and identity threats influence consumer decision-making. She investigates how consumers derive value from errors—whether in products, corporate actions, or personal choices—and how such insights can inform both theory and marketing strategy. Her work reveals how favorable inferences are drawn from accidental outcomes, shaping perceptions of authenticity, trust, and appeal.

The 15 most recent articles reflect a consistent theme: the role of error, emotion, and identity in judgment and consumer behavior. These works span topics such as AI creativity, algorithmic judgment, emotional hedging, and brand authenticity, published in top journals across psychology and marketing. The research combines experimental methods with real-world implications, advancing understanding in consumer psychology.

Scientific Awards:

• Marketing Science Institute MSI Scholar (2024)
• Management Communication Association Rising Star (2023)
• Society for Consumer Psychology Early Career Award (2022)
• Marketing Science Institute Marketing Young Scholar (2019)

Taly Reich has been recognized with prestigious early-career awards, reflecting her impact in consumer psychology and marketing. While specific grants and advising roles are not detailed, her publications and accolades suggest active research funding and likely mentorship of graduate students. She contributes significantly to both academic knowledge and strategic marketing insights.

Her work is associated with interdisciplinary research centers focusing on consumer behavior and decision science, though specific labs or teams are not mentioned in the provided text.