Yale School of Management - Faculty

Professor of Marketing

Professor Novemsky is Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology, Yale University. His is an expert in the psychology of judgment and decision-making, an area that overlaps heavily with behavioral economics and consumer behavior. He examines how people know what they like, how the way they frame decisions affects the choices they make, how their goals influence their behavior and other topics in judgment and decision-making.

He teaches Problem Framing, a course unique to the Yale School of Management. This course teaches managers how to give structure to unstructured situations in a way that maximizes their chances of making good long-term decisions. It also teaches them about how to avoid the pitfalls characteristic of behavioral economics by understanding how natural psychological tendencies can derail optimal decision-making.

He is also an active member of the Yale Center for Customer Insights. As part of the Center, he actively partners with practitioners to develop new insights into customer behavior that are both relevant to practitioners and new to the academic literature.

Selected Articles
"Tradeoffs and Depletion in Choice" (with J. Wang, R. Dhar and R. Baumeister), Journal of Marketing Research, forthcoming

"Opportunity Cost Neglect" (with S. Frederick, J. Wang, R. Dhar, and S. Nowlis), Journal of Consumer Research, forthcoming

"When Do Incidental Mood Effects Last? Lay Beliefs versus Actual Effects" (with A. Pocheptsova), Journal of Consumer Research, forthcoming

"Anticipating Adaptation to Products" (with J. Wang and R. Dhar), Journal of Consumer Research, Vol. 36, August, 2009

"Preference Fluency in Consumer Choice" (with R. Dhar, N. Schwarz, and I. Simonson), Journal of Marketing Research, Vol. 44, 347-356, August, 2007

"Goal Fulfillment and Goal Targets in Sequential Choice" (with R. Dhar), Journal of Consumer Research, Vol. 32, 396-404, December, 2005

"The Boundaries of Loss Aversion" (with D. Kahneman), Journal of Marketing Research, May 2005

"What Makes Negotiators Happy? The Differential Effects of Internal and External Social Comparisons on Negotiator Satisfaction" (with M. Schweitzer), Organizational Behavior and Human Decision Processes, Vol. 95, 186-197, November 2004

"The Time Course and Impact of Consumer's Erroneous Lay Beliefs about Hedonic Contrast Effects" (with R. Ratner), Journal of Consumer Research, Vol. 29, 507-516, March 2003

"Making Low Probabilities Useful" (with H. Kunreuther and D. Kahneman), Journal of Risk and Uncertainty, Vol. 23, 2001

"How Base-Rates Are Used, When They Are Used: A Comparison of Additive and Bayesian Models of Base-Rate Use" (with S. Kronzon), Journal of Behavioral Decision Making, Vol. 12, No. 1, 1999

Working Papers
"From Loss Aversion To Loss Acceptance: How Gambling Contexts Undermine Loss Aversion" (with J. Simmons)

Education
PhD Princeton University
MA Princeton University
BA Wesleyan University