Associate 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 an associate professor of marketing at IESE Business School. Elena’s research interests lie at the intersection of behavioral insights, decision-making, marketing and economics, with special focus on choice overload, choice architecture, individual and group decision-making, ethical decision-making as well as neuro-marketing. Elena studies how people make decisions in their daily lives from simple choices like snacks to important managerial decisions, and explores the ways to improve those decision and choices using various choice architecture and debiasing tools.  Elena employs a variety of methods in her research with special focus on decision process-tracing methods, from mouse tracing and eye-tracking to emotion-recognition and brain-imaging.

Elena was named a “40 Best Business Professors Under 40” by Poets and Quants in 2017 and as one of the notable women in the field of behavioral economics in the world by Quora in 2017. She serves as a behavioral expert and advisor for a number of organizations both in the private and public sectors.

She has received her Ph.D. from the Universitat Pompeu Fabra (Spain) and for 2 years was a visiting research scholar at the California Institute of Technology (USA).

Areas of interest

* Behavioral Insights
* Choice Overload
* Choice architecture and nudges
* Neuromarketing
* Cross-cultural Differences
* Behavioral Ethics
* Dyadic Decisions
* Individual Differences


Journal Articles (refereed)

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.


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., CHEEK, N., IYENGAR, S., SCHWARTZ, B. (2022). Do global consumers have too many choices or not enough? Forbes.com.
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.

Book Chapters

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, N. L. S. (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).
REUTSKAJA, E. (2009). Holiday ambience /setting of the city. In E. S. Agranovich-Ponamareva (Ed.), Design of the architectural environment. Dictionary-manual (pp. 255 - 272). Rostov-na-Donu (Russia): Fenix.


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.


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.

Technical Notes

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.