Rahul Bhui

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Rahul Bhui is an Associate Professor of Marketing at the MIT Sloan School of Management, and affiliate faculty of the MIT Institute for Data, Systems, and Society.

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, Management Science, Nature Human BehaviourPsychological Review, and Psychological Science, and featured in media outlets such as USA Today, the LA Times, and Scientific American. He has received the Early Career Award from the Society for Neuroeconomics and the Vernon L. Smith Excellence Award from the Society for Experimental Finance, and has been named a Rising Star by the Association for Psychological Science and one of the Best 40-Under-40 Business School Professors by Poets&Quants.

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 (Honours) 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.

Honors

Early career award given to Bhui

December 3, 2024

Bhui wins 2024 Vernon L. Smith Excellence Award

June 30, 2024

Bhui wins Rising Star award

March 1, 2022

Publications

"Ambiguity and Confirmation Bias in Reward Learning."

Dorfman, Hayley and Rahul Bhui, Working Paper. August 2025.

"Replicability and Generalizability of the Repeated Exposure Effect on Moral Condemnation of Fake News."

Orchinik, Reed, Rahul Bhui, and David G. Rand. Nature Communications Vol. 16, No. 7206 (2025): 1-8.

"The Not So Illusory Truth Effect: A Rational Foundation for Repetition Effects."

Orchinik, Reed, David Rand, and Rahul Bhui, Working Paper. May 2025.

"Mechanisms of Mistrust: A Bayesian Account of Misinformation Learning."

Schulz, Lion, Yannick Streicher, Eric Schulz, Rahul Bhui, and Peter Dayan. PLOS Computational Biology Vol. 21, No. 5 (2025): e1012814.

"Trust in Scientists and Their Role in Society Across 68 Countries."

Cologna, Viktoria, Niels G. Mede, Sebastian Berger, et al. Nature Human Behaviour Vol. 9, No. 4 (2025): 713-730.

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Recent Insights

Ideas Made to Matter

2 from MIT Sloan named as Best 40-Under-40 MBA Professors

Jacquelyn Pless and Rahul Bhui study what drives innovation for social good and how people make decisions.

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Ideas Made to Matter

Categorical thinking can lead to investing errors

New research provides insight on when and why investors rely on indexes or categories to make decisions rather than investigating each individual stock.

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Media Highlights

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