Elena
Reutskaja

Professor of Marketing

• Ph.D. in Economics, Finance and Management, Universitat Pompeu Fabra
• MSc, Universitat Pompeu Fabra
• BA in Management, Syracuse University
• BA and MSc, Belorussian State Polytechnic Academy

Elena Reutskaja is a full professor of marketing at IESE Business School. She has received her PhD from University Pompeu Fabra (Spain) and for 2 years she was a visiting scholar at the California Institute of Technology (USA).

Elena’s research interests lie at the intersection of behavioral decision-making, marketing, public policy, and economics. Her research focuses on information and choice overload, choice architecture, ethical decision-making, comparison of individual and group decision-making, human-AI interaction, diversity and inclusion, as well as neuroeconomics and neuromarketing.

Elena employs various methods in her research including decision process-tracing methods, from mouse tracing and eye-tracking to emotion recognition and brain imaging. Her research has been published in top academic journals including American Economic Review, Nature Human Behavior and Perspectives in Psychological Science among others and featured in more popular outlets such as Harvard Business Review, Forbes and Behavioral Scientist. In recognition of her research work, Elena has received Alumni Research Award from IESE Business School.

Elena teaches core courses in marketing and behavioral insights at both master’s and executive levels. Elena was named one of “40 Best Business Professors Under 40” by Poets and Quants. Elena serves as a behavioral expert and advisor for a number of organizations, both in the private and public sectors.

Areas of interest.

• Decision Science
• Judgement and Behavioral Decision-Making
• Behavioral Insights
• Neuroeconomics/Neuromarketing
• Public Policy
• Marketing

Publications

Journal Articles (refereed)

FASOLO, B., MISURACA, R., REUTSKAJA, E. (2024). Choose as much as you wish. Freedom cues in the marketplace help consumers feel more satisfied with what they choose and improve customers experience. JOURNAL OF EXPERIMENTAL PSYCHOLOGY-APPLIED, 30 (1), 156-168. doi:10.1037/xap0000481. KOCHANOWSKA, E., COLEMAN, M., REUTSKAJA, E., MILLS, C., WORMWOOD, J. (2023). Discount rates vary within individuals throughout daily life in conjunction with momentary changes in affect. Social Psychological and Personality Science. doi:10.1177/19485506231212526. (Online first) REUTSKAJA, E., CHEEK, N., IYENGAR, S., SCHWARTZ, B. (2022). Choice deprivation, choice overload, and satisfaction with choices across six nations. Journal of International Marketing, 30 (3), 18-34. doi:10.1177/1069031X211073821. CHEEK, N., REUTSKAJA, E., SCHWARTZ, B. (2022). Balancing the freedom-security tradeoff during crises and disasters. Perspectives on Psychological Science, 17 (4), 1024-1049. doi:10.1177/17456916211034499. HENSEL, L., WITTE, M., CARIA, A. S., FETZER, T., FIORIN, S., GÖTZ, F. M., ... JACHIMOWICZ, J. M. (2022). Global behaviors, perceptions, and the emergence of social norms at the onset of the COVID-19 pandemic. Journal of Economic Behavior & Organization, 193, 473-496. doi:10.1016/j.jebo.2021.11.015. REUTSKAJA, E., IYAMABO, J., RAGHUBIR, P., GALLO, Í. (2020). Price-denomination effect. Choosing to pay with denominations that are the same as the product prices. Frontiers in Psychology, 11. doi:10.3389/fpsyg.2020.552888. REUTSKAJA, E., LINDER, A., NAGEL, R., ANDERSEN, R. A., CAMERER, C. (2018). Choice Overload Reduces Neural Signatures Of Choice Set Value In Dorsal Striatum And Anterior Cingulate Cortex. Nature Human Behaviour, 2 (12), 925 - 935. doi:10.1038/s41562-018-0440-2. REUTSKAJA, E., NAGEL, R., CAMERER, C. F., RANGEL, A. (2011). Search Dynamics in Consumer Choice Under Time Pressure: An Eye-Tracking Study. American Economic Review, 101 (2), 900 - 926. doi:10.1257/aer.101.2.900. FASOLO, B., REUTSKAJA, E., DIXON, A., BOYCE, T. (2010). Helping Patients Choose: How to Improve the Design of Comparative Scorecards of Hospital Quality. Patient Education and Counseling, 78 (3), 344 - 349. doi:10.1016/j.pec.2010.01.009. REUTSKAJA, E., HOGARTH, R. (2009). Satisfaction in Choice as a Function of the Number of Alternatives. When 'Goods Satiate'. PSYCHOLOGY & MARKETING, 26 (3), 197 - 203. doi:10.1002/mar.20268.

Proceedings

YAN, B., REUTSKAJA, E., VACCARO, A., FERNANDES, D. (2020). Artificial intelligence and a microperspective of organizational corruption. Annual Meeting Proceedings: Virtual 2020. Academy of Management Proceedings.

Articles in other publications

CHEEK, N., REUTSKAJA, E., SCHWARTZ, B., IYENGAR, S. (2022). Is having too many choices (versus too few) really the greater problem for consumers? Behavioral Scientist. REUTSKAJA, E. (2019). The brains behind your choices. IESE Business School Insight (151), pp. 74 - 76. REUTSKAJA, E. (2019). Opciones, las justas. IESE Business School Insight (151), pp. 74 - 76. REUTSKAJA, E. (2018). Can't decide what to order? Why the human brain struggles with 'Plenty Of Choice'. Forbes.com. REUTSKAJA, E., FASOLO, B. (2013). Die goldene Mitte. Harvard Business Manager.

Book Chapters

REUTSKAJA, E., FITÉ, R. M. (2024). Por un marketing inclusivo y más efectio. En Fité, R.M; Nueno, P.; Mehta, K. and Vilà, J. (Eds.), Primero las personas: pensamiento emprendedor para resolver problemas empresariales (pp. 247-256). Barcelona: Gestión 2000. HEARD, C., REUTSKAJA, E., FASOLO, B. (2022). It´s all about Soul!. Why sort, order and use labeling results in smart scorecards. In Mazar, Mina ; Soman, Dilip (Eds.), Behavioral Science in the Wild. University of Toronto Press . REUTSKAJA, E., IYENGAR, S., FASOLO, B., MISURACA, R. (2020). Cognitive and affective consequences of information and choice overload. In Viale, Riccardo (Eds.), Routledge Handbook of Bounded Rationality. Routledge. MIRUSACA, R., REUTSKAJA, E., FASOLO, B., IYENGAR, S. (2020). How much choice is “good enough”?. Moderators of information and choice overload. In Viale, Riccardo (Eds.), Routledge Handbook of Bounded Rationality. Abingdon, Oxon ; New York: Routledge. GÓMEZ, M., IVCHENKO, A., REUTSKAJA, E., SOTO-MOTA, P. (2020). Behaviors, perceptions and mental wellbeing in high-income and low/middle-income countries at the beginning of COVID-19 pandemic. In Djankov, Simeon and Panizza, Ugo (Eds.), COVID-19 in developing economies (pp. 128-146). London: Centre for Economic Policy Research (CEPR).

Studies

REUTSKAJA, E., RIBERA, J. (2013). Gestión remota de pacientes: Un estudio sobre las percepciones de pacientes y profesionales en España. REUTSKAJA, E., RIBERA, J. (2013). Remote Patient Management: A Study of the Attitudes of Patients and Professionals in Spain. BOYCE, T., DIXON, A., FASOLO, B., REUTSKAJA, E. (2010). Choosing a high-quality hospital. The role of nudges, scorecard design and information.

Cases

VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (A). IESE, M-1397-E. VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (B). IESE, M-1398-E. VALENTÍ VIDAL, A., GONZÁLEZ, J., REUTSKAJA, E., MENDOZA, E. (2022). The Captor Opportunity (C). IESE, M-1399-E. ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes and the Space Tourism Race. IESE, M-1395-E. ROCHA E OLIVEIRA, P., CAPIZZANI, M., VALENTÍ VIDAL, A., REUTSKAJA, E. (2022). AéroTec Systèmes y la carrera del turismo espacial. IESE, M-1395.

Technical Notes

KOCHANOWSKA, E., REUTSKAJA, E. (2023). Temporal Discounting, or Why We Want Things NOW. IESE, MN-414-E. KOCHANOWSKA, E., REUTSKAJA, E. (2023). The Power of the Default, or Why We Stick With the Status Quo. IESE, MN-415-E. KOCHANOWSKA, E., REUTSKAJA, E. (2023). How to Conduct a Good Experiment Online. IESE, MN-416-E. NUENO, J. L., REUTSKAJA, E. (2009). Arquitectos estrella, edificios emblemáticos y sus efectos en las economías urbanas. IESE, MN-369. NUENO, J. L., REUTSKAJA, E. (2009). Starchitects, Emblematic Buildings and the Effects on Urban Economies. IESE, MN-369-E.