Rahul Bhui


Rahul Bhui


Rahul Bhui is an Assistant Professor of Marketing at the MIT Sloan School of Management.

His research combines cognitive science, computational neuroscience, and behavioral economics to reveal the deep unifying principles that capture both rationality and irrationality. His work has been published in peer-reviewed journals such as Proceedings of the National Academy of Sciences, Nature Communications, Psychological Review, and Psychological Science, and featured in media outlets such as USA Today, the LA Times, and Scientific American.

Prior to joining the faculty at MIT, Rahul was Mind Brain Behavior Postdoctoral Fellow in the Departments of Psychology and Economics at Harvard University. He holds a BA (Hon) in economics from the University of British Columbia, as well as an MS in behavioral and social neuroscience and a PhD in computation and neural systems from Caltech.


"Paradoxical Effects of Persuasive Messages."

Bhui, Rahul and Samuel J. Gershman. Decision. Forthcoming.

"Rationally Inattentive Intertemporal Choice."

Gershman, Samuel J., and Rahul Bhui. Nature Communications Vol. 11, No. 3365 (2020): 1-8.

"Work Time and Market Integration in the Original Affluent Society."

Bhui, Rahul, Maciej Chudek, and Joseph Henrich. Proceedings of the National Academy of Sciences Vol. 116, No. 44 (2019): 22100-05. PDF.

"Falling behind: Time and Expectations-based Reference Dependence."

Bhui, Rahul. Decision Vol. 6, No. 3 (2019): 287-303.

"Structured, Uncertainty-driven Exploration in Real-world Consumer Choice."

Schulz, Eric, Rahul Bhui, Bradley C. Love, Bastien Brier, Michael T. Todd, and Samuel J. Gershman. Proceedings of the National Academy of Sciences Vol. 116, No. 28 (2019): 13903-08. PDF. Supporting Information.

"A Statistical Test for the Optimality of Deliberative Time Allocation."

Bhui, Rahul. Psychonomic Bulletin & Review Vol. 26, No. 3 (2019): 855-867.

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