Nathan Novemsky is a Professor of Marketing at the Yale School of Management and a Professor of Psychology in the Department of Psychology at Yale University. His research focuses on judgment and decision-making, bridging behavioral economics, consumer behavior, and cognitive psychology. He explores how decision framing, goal structures, and hedonic experiences influence choices, with applications in marketing and behavioral science. PhD, Princeton University MA, Princeton University BA, Wesleyan University His work examines topics such as asymmetric hedonic contrast, gift-giving dynamics, and risk perception in gambling contexts. He has authored influential papers on preference fluency, opportunity cost neglect, and the psychological impact of decision framing. He teaches courses like Modeling Managerial Decisions and Customer Insights and Applications , integrating behavioral science with practical decision-making strategies. He also collaborates with the Yale Center for Customer Insights and consults on legal cases involving media interpretation and deceptive advertising. Outstanding Alumni Engagement, Yale SOM Alumni Association (2014) His research partners include scholars like Ravi Dhar and Rosalind D’Eugenio for media relations. Key trends in his work include environmental influences on consumption (e.g., snack placement), emotional forecasting errors, and the interplay of affect and cognition in risky decisions.
