Nathan Novemsky

What induces people to take greater risks in certain situations—such as sitting at the blackjack table in a glitzy casino? A new study from Yale SOM’s Nathan Novemsky and Guy Voiche reveals that we experience losses as less painful when we see examples of bigger losses.

We asked Yale SOM’s Nathan Novemsky, an expert in the psychology of judgment and decision-making, for his thoughts on how consumers are behaving during the COVID-19 pandemic and how they’re likely to view companies’ actions in the aftermath.

We asked Nathan Novemsky, a social psychologist and a professor of marketing at Yale SOM, what the research says about avoiding tension and creating positive memories.

Yale’s Nathan Novemsky explains how to use behavioral research to give better gifts and follow through on New Year’s resolutions.

We have learned to be skeptical of claims by advertisers. Can a question evade our defenses?

Research by Professor Nathan Novemsky and Yale SOM doctoral student Ernest Baskin helps to explain why we give bad gifts.

Nathan Novemsky, professor of marketing, explains to his Problem Framing course how Prospect Theory–the series of ideas and experimental observations that lie at the root of behavioral economics–elucidates one of the psychological biases that can cause people to approach the same problem in very different ways. Understanding these biases can help one see problems more clearly.