Elena Reutskaja is an associate professor of marketing at IESE Business School (Spain). Elena’s research interests lie at the intersection of behavioral decision-making, public policy, marketing, and economics. Her research focuses on information and choice overload, choice architecture, ethical decision-making, comparisons of individual and group decision-making, as well as neuro-marketing. Elena employs a variety of methods in her research, including decision process-tracing methods ranging from mouse tracing and eye-tracking to emotion recognition and brain imaging. Elena serves as a behavioral expert and advisor for a number of organizations in both the private and the public sector.
A new study featuring more than 7,000 participants from six countries found that choice deprivation—a feeling of not having enough to choose from—not choice overload is the most common consumer experience.