165 Whitney Avenue, New Haven CT 06511. Contact us at elab@yale.edu

Welcome to Consumer Decision Making Lab

Every day we make decisions as human beings and more specifically as consumers. For any given decision, we may think we know the factors which influence us; however, years of research in psychology and behavioral decision theory have demonstrated that oftentimes the variables which actually determine our choices and preferences can be beyond our own awareness. This lab is dedicated to exploring the variables which may exert an unexpected influence on the decisions we make and the ways in which we make them. The graduate students and faculty of the Yale School of Management strive to identify interesting research questions within this paradigm and develop effective experiments for testing them. Our lab is comprised of diverse individuals with unique research interests, within the realm of consumer decision making. Together, we aim to foster a productive academic environment for the generation of deeper insights into how consumers make decisions. Our ultimate goal is always to meaningfully demonstrate novel insights with practical implications for consumers and marketers as well as deeper theoretical underpinnings with academic relevance.

Please email us if you are interested in becoming a part of our lab.

Lab Members:


Ravi Dhar

George Rogers Clark Professor of Management and Marketing & Director of the Yale Center for Customer Insights

Nathan Novemsky

Associate Professor of Marketing

Graduate Students

Lab Alumni

Joseph Simmons

Associate Professor, Wharton School of the University of Pennsylvania

Anastasiya Pocheptsova

Assistant Professor, University of Maryland

Jing Wang

Assistant Professor, Singapore Management University

Uzma Khan

Assistant Professor, Stanford University

Andy Poehlman

Assistant Professor, Southern Methodist University

Kelly Goldsmith

Assistant Professor, Northwestern University

Eunice Kim

Assistant Professor, University of Toronto

Wentao Yuan

Post doc, New School of Psychology

Matthew Lachman


Lauren Taft McPhee


Jeremy Shen


Jayson Shi Jia

Graduate student, Stanford University

Drew Marticorena  
Thuy Tran  
Sophia Lee  
Kristen Ng  
Heather Robinson  
David Wegner  
Alex Wolf