Faculty Directory | Taly Reich

Taly Reich joined New York University Stern School of Business as an Associate Professor of Marketing in January 2025.

Her research is rooted in behavioral science and social psychology. Within these general domains, a great deal 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 research reveals the surprising benefits of mistakes—the kind of unintentionality people strenuously try to avoid.

Taking a multifaceted approach, her work uncovers the foundations of value added by mistakes. Specifically, she identifies the favorable inferences consumers make when they learn about: a product made by mistake, a company’s mistake in the marketplace, another consumer’s mistake, or even their own mistake. In exploring these issues, she strives to answer both theoretical and practical questions, with a fundamental goal of advancing basic insight in consumer psychology and shedding light on strategic actions that can subsequently be generated. She has published articles in leading journals such as Nature, Psychological Science, the Journal of Personality and Social Psychology, the Journal of Marketing Research, and the Journal of Consumer Research.

Before joining NYU Stern, she was a marketing professor at the Yale School of Management. She holds a PhD in Marketing from Stanford Graduate School of Business and an MSc in Industrial Psychology from the Technion, Israel Institute of Technology.

Media Mentions:

Taly Reich in the Wall Street Journal: How to Get People to Trust AI Predictions

Taly Reich in the New York Times: How to be Ambivalent

Taly Reich in Harvard Business Review: Consumers Value Fate in Marketing Narratives

Taly Reich in the Wall Street Journal: How to Overcome the Fear of Applying for a Promotion

Taly Reich in Harvard Business Review: Consumers Prefer Products Created by Mistake

Taly Reich in the Wall Street Journal: How Consumers Really Use Online Reviews