Joseph Reiff Directory Page

Professor Reiff studies consumer and managerial judgment and decision-making. He is particularly interested in how organizations can leverage psychological insights to shape consumers' beliefs and behavior at scale. His research examines how consumers interpret and respond to interventions—including incentives, marketing messages, and changes to choice environments. He also studies how managers choose among interventions and how organizations can design them more effectively.

Much of his work focuses on policy-relevant contexts where interventions can have important societal consequences. These include healthcare, where his research examines strategies to improve patient trust and satisfaction, and financial decision-making, where he studies efforts to help consumers save, invest, and prepare for the future.

Reiff's research has been published in the Journal of Marketing Research, Organizational Behavior and Human Decision Processes, Psychological Review, and Proceedings of the National Academy of Sciences. He is a team scientist at the Behavior Change for Good Initiative at Wharton and a member of the Nudge Unit at UCLA Health. He holds a PhD in behavioral decision making from the UCLA Anderson School of Management. Prior to graduate school, he worked at the Federal Reserve Bank of Chicago.