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HomeAcademic staffProfessor Petko Kusev
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I am a Professor of Decision Science at LSBU Business School. I joined the Business School from the University of Huddersfield where I was a Professor of Behavioural Science, the founder and Director of the Behavioural Research Centre, Acting HoD, Subject Group Leader for Research & Enterprise and a steering group member of the Secure Societies Institute and Centre for Biomimetic Societal Futures. I am also a Visiting Professor at The University of Warsaw and The University of Split.

I have previously worked at Kingston University London, City, University of London, University College London, The University of Tokyo, Tokyo Institute of Technology and The University of Warwick. I have published my behavioural research in world-leading journals with collaborators from QS 100 Universities, as well as with international practitioners. I earned a PhD in Psychology, MSc in Economics, and BSc in Psychology, and I am a Chartered Fellow of the Charted Management Institute - CMgr FCMI, and Senior Fellow of the Higher Education Academy (SFHEA).

My theoretical, empirical, and applied research and teaching in Judgement and Decision-Making, Behavioural Science/Economics, Cognitive Psychology, Behavioural Forecasting, Moral/Ethical Behaviour, Risk and Human Behaviour explore the influence on/and of Behaviour regardless of the type of Behavioural Agency (humans, organisations and autonomous systems), employing experimental research methods, mathematical modelling and data analysis techniques.

I have published my experimental and theoretical articles in world-leading journals hosted by the American Psychological Association, Psychonomic Society, Cognitive Science Society, and the Society for Risk Analysis. Accordingly, my interdisciplinary research in decision-making was rated as world-leading (4*) for REF2021 and REF2014. Moreover, I have conducted and published research with practitioners and international researchers.

I have been awarded several behavioural science research grants from AHRC, ESRC, the British Academy, Nuffield Foundation, Japan Society for the Promotion of Science, The Leverhulme Trust and Innovate UK (KTP). I am also an associate editor, special issue editor, reviewer for world-leading journals and for research grant applications submitted to ESRC, EPSRC, BBSRC, Swiss National Science Foundation. Furthermore, I have served on the advisory boards of several International scientific societies and research councils.

In my roles as an academic leader, I have been invited many times at national and international conferences (over 50 times), and have given keynote speeches on my research in Japan (The University of Tokyo, Tokyo Institute of Technology), USA (University of California, Los Angeles), Poland and Germany. I have also chaired many of those research events. Since 2010, I have supervised to successful completion 15 PhD and postdoctoral researchers and have been an external PhD examiner (for Universities in the UK and abroad) and REF2021 examiner for Universities in the UK.

I am also a member and senior fellow of leading International Psychological Societies: American Psychological Association, USA, Experimental Psychology Society, UK, Psychonomic Society, USA, Association for Psychological Science, USA, and Society for Judgment and Decision Making, USA.

Postgraduate Research Supervision
Current
Michele Buontempo PhD

Awarded in the last 5 years
Dr Alex CookePhD
Dr Rose MartinPhD
Dr Joseph TealPhD
Dr Tra HoangPhD
PhD. Psychology

Teesside University

2003
2007
MSc. in Economics

New Bulgarian University

1998
2000
BSc. in Psychology

New Bulgarian University

1993
1997
CMI Chartered Fellow, CMgr FCMI (Level 7, Strategic Management and Leadership).

The Chartered Management Institute (UK).

2020
2021
Senior Fellow of the Higher Education Academy (SFHEA), UK.

Higher Education Academy (AdvanceHE), UK.

2016
2017
Professor of Behavioural Science
The University of Huddersfield, Huddersfield Business School.

The founder and Director of the Behavioural Research Centre, Acting HoD, Subject Group Leader for Research & Enterprise and a steering group member of the Secure Societies Institute and Centre for Biomimetic Societal Futures.

• Founder and Director of Interdisciplinary Behavioural Research Centre with 31 academics, the University of Huddersfield (+25 PhD researchers);

• Acting Head of Department – 50 staff members (Huddersfield Business School);

• Senior Leadership Team (Huddersfield Business School);

• Subject Group Leader (Research & Enterprise) & Line Manager (Huddersfield Business School);

• Steering Group Member of The Secure Societies Institute & Biomimetic Societal Futures;

• External REF2021 examiner for Universities in the UK;

• External PhD examiner for Universities in the UK;

• Research Excellence Framework REF2021; I was involved in managing the school submission at Huddersfield Business School (staff publications, research grant submissions, research environment and development of impact cases);

• Managing reviews of the postgraduate and undergraduate portfolio curriculum (TEF) at the University of Huddersfield;

• MSc Courses Director (and founder) - Behavioural Science/Change courses (Kingston University London and the University of Huddersfield);

• Mentoring academics (research) – senior staff members and early career lecturers at the University of Huddersfield;

• Research staff representative for the Huddersfield Business School Board.

2017
2022
Education
Associate Professor in Psychology
Kingston University London, Department of Psychology.

Director of Admissions and International, Course Director of the MSc in Behavioural Decision Science.

Associate Professor in Psychology and Behavioural Science. Founder and course director of the MSc in Behavioural Decision Science, Kingston University London.

Supervision of BSc, MSc research students and research internship/experience students.

I was also contributing to:

- Teaching (BSc/ MSc/PhD levels), PhD supervision (8 PhD researchers and Postdoctoral researchers);

- Leading consultancy research projects, and coordinating REF2014 preparation (research outputs, impact and research grant applications);

- MSc Course Director and Founder (Behavioural Decision Science), Kingston University London;

-2014 - MSc Research Placement Coordinator and Supervisor;

-2010 - Admissions and International Studies Director (Kingston University London);

-2016 - Kingston University Peer Review College;

-2014 - The psychology education committee;

-2014 - MSc Admissions Director;

-2014 - Director of Mentoring Programs (coordinating and supervising mentors);

-2011 - 2014 - Psychology BSc admissions coordinator.

2010
2017
Education
Senior Research Fellow
City, University of London, Department of Psychology.

Principal and co-investigator: ESRC, British Academy, Nuffield Foundation, Leverhulme, JSPS.

- Experimental design, programming, running experiments and analysing data;

- Writing and presentation of regular research reports, scholarly articles for publication and conference presentations;

- Writing research grant proposals - 5 research grants awarded;

- Managing research lab members and International collaborations;

- Supervision of Postdoctoral Researchers, PhD students and MSc/BSc students;

Supervision: BSc/MSc Project Supervision, City University London.

Postdoctoral researchers:

Dr Renata Heilman (full-time), funded by Leverhulme, City University London.

PhD Students:

Shrooq Alzahrani (BSc, MSc), funded by Saudi Arabia Ministry of Education, 4 years, City University London. Joanna Short (Bsc), City University London.

2006
2010
Education
Research Fellow
The University of Tokyo, Department of Cognitive and Behavioural Science.

Research Project Funded by the Japan Society for the Promotion of Science (JSPS).

2008
2008
Education
Research Fellow
Tokyo Institute of Technology, Tokyo.

Research Project Funded by the Japan Society for the Promotion of Science (JSPS).

2008
2008
Education
Research Fellow
University College London, Department of Psychology.

- Experimental design, programming, running experiments and analysing data;

- Writing and presentation of regular research reports, scholarly articles for publication and conference presentations;

- Writing research grant proposals;

- Liaising with lab members and International collaborators;

- General running and maintenance of Cognitive Psychology Lab.

2005
2006
Education
Research Fellow
University of Warwick, Department of Psychology.

- Experimental design, programming, running experiments and analysing data;

- Writing and presentation of regular research reports, scholarly articles for publication and conference presentations;

- Writing research grant proposals;

- Liaising with lab members and International collaborators;

- General running and maintenance of Cognitive Psychology Lab.

2002
2005
Education
ProposalProjectRoleFunderStatusStatus last updated
PSL2223-0023 Harms Experienced by Disadvantaged Communities_Which?Harms Experienced by Disadvantaged Communities_Which?Principal InvestigatorWhich?OPEN SubmittedSep 2022
The Chartered Management Institute, UK
2021
Higher Education Academy - AdvanceHE, UK
2017
American Psychological Association, USA
2022
Experimental Psychology Society, UK
2014
The Japan Society for the Promotion of Science
2008
European Association for Decision-Making
2008
Psychonomic Society, USA
2007
Society for Judgment and Decision-Making, USA
2006

5 yrs IF = 4.43

Associate editor
2011

5yrs IF = 4.80, JCR Quartile Q1

Guest editor
2021

5 yrs IF = 4.43

Guest editor
2011
2012
The University of Split, Faculty of Humanities and Social Sciences
Visiting professor

Research, Teaching and University Partnerships

June 2022
The University of Warsaw, Faculties of Psychology and Economic Sciences.
Visiting professor

Research, Teaching and University Partnerships

July 2014
External REF2021 examiner for Universities in the UK;
External examiner

REF2021 Mock Assessment

External PhD examiner for Universities in the UK
External examiner

External PhD and MSc by research examiner.

Prizes, awards, and accolades

Management KTP (Sep 2022)

Innovate UK


Research Grant (Sep 2021)

Arts & Humanities Research Council & Future Fashion Factory


Centre for Biomimetic Societal Futures (funded) (Jul 2021)

URF - University of Huddersfield


Research Grant (Jun 2014)

The British Academy


Research Grant (Apr 2010)

The British Academy


Research Grant (Sep 2010)

The Leverhulme Trust and City, University of London


Research Grant (Sep 2009)

Nuffield Foundation


Research Fellowship (Jun 2008)

Japan Society for the Promotion of Science


Research Grant (Jan 2008)

The British Academy


Research Grant (Sep 2006)

Economic and Social Research Council


PhD Supervisor of the Year Award (awarded). (Jun 2020)

Huddersfield Business School


Reach and Impact

TIME Magazine (NY) – How Do You Even Calculate COVID-19 Risk Anymore? (Dec 2021)


Which? magazine: Are Fraud Rules failing Victims? (Jun 2020)


Finextra: Banks denying refunds to scam victims who ignore new warning (Jan 2020)


Which? magazine: Debiasing Human Preferences: Inputs for Marketing and Advertisings. (Jun 2018)


Fortune: ‘’Brainstorm Health: Bitcoin Mental Health, Mass Teva Layoffs, Collins' Obamacare’’ focuses on financial decision-making and refers to Kusev et al. (2017). (Dec 2017)


Medicalxpress (Aug 2016)


Psychonomic Society, USA (press releases) (Jul 2016)


Aug 2008

Other research awards and recognitions:

- Inaugural Lloyd’s Science of Risk Prize (shortlisted top 5).

- City, University of London. Pump-priming research grant.

- The annual Jane Beattie Memorial Scholarship (SJDM, EADM). UCLA.

- Institute for Pure and Applied Mathematics, UCLA. Probabilistic models of cognition: The mathematics of mind.

- Experimental Psychology Society, UK.


How false feedback influences decision‐makers' risk preferences
Kusev, P., van Schaik, P., Teal, J., Martin, R., Hall, L. and Johansson, P. (2022). How false feedback influences decision‐makers' risk preferences. Journal of Behavioral Decision Making. https://doi.org/10.1002/bdm.2278

Problem Gambling ‘Fuelled on the Fly’
Teal, J., Kusev, P., Heilman, R., Martin, R., Passanisi, A. and Pace, U. (2021). Problem Gambling ‘Fuelled on the Fly’. International Journal of Environmental Research and Public Health. 18 (16), p. 8607. https://doi.org/10.3390/ijerph18168607

Are Impulsive Decisions Always Irrational? An Experimental Investigation of Impulsive Decisions in the Domains of Gains and Losses
Heilman, R.M., Kusev, P., Miclea, M., Teal, J., Martin, R., Passanisi, A. and Pace, U. (2021). Are Impulsive Decisions Always Irrational? An Experimental Investigation of Impulsive Decisions in the Domains of Gains and Losses. International Journal of Environmental Research and Public Health. 18 (16), p. 8518. https://doi.org/10.3390/ijerph18168518

Moral Decision Making: From Bentham to Veil of Ignorance via Perspective Taking Accessibility
Martin, R., Kusev, P., Teal, J., Baranova, V. and Rigal, B. (2021). Moral Decision Making: From Bentham to Veil of Ignorance via Perspective Taking Accessibility. Behavioral Sciences. 11 (5), p. 66. https://doi.org/10.3390/bs11050066

Gambling Disorders Among Young Women Regular Gamblers: The Unique and Common Contribution of Executive Thinking Style and Mindfulness
Pace, U., Kusev, P., D'Urso, G., Ruggieri, S. and Passanisi, A. (2021). Gambling Disorders Among Young Women Regular Gamblers: The Unique and Common Contribution of Executive Thinking Style and Mindfulness. Journal of Gambling Studies. 38, pp. 833-841. https://doi.org/10.1007/s10899-021-10062-x

Autonomous vehicles: How perspective-taking accessibility alters moral judgments and consumer purchasing behavior
Martin, R., Kusev P. and van Schaik, P. (2021). Autonomous vehicles: How perspective-taking accessibility alters moral judgments and consumer purchasing behavior. Cognition. 212, p. 104666. https://doi.org/10.1016/j.cognition.2021.104666

How decision-makers’ sense and state of power induce propensity to take financial risks
Sekścińska, K., Rudzinska-Wojciechowska, J. and Kusev, P. (2021). How decision-makers’ sense and state of power induce propensity to take financial risks. Journal of Economic Psychology. 89, p. 102474. https://doi.org/10.1016/j.joep.2021.102474

Preference reversals during risk elicitation.
Kusev, P., van Schaik, P., Martin, R., Hall, L. and Johansson, P. (2020). Preference reversals during risk elicitation. Journal of Experimental Psychology: General. 149 (3), pp. 585-589. https://doi.org/10.1037/xge0000655

Personal Values Associated with Prosocial Decisions
Heilman, R.M. and Kusev, P. (2020). Personal Values Associated with Prosocial Decisions. Behavioral Sciences. 10 (4), p. 77. https://doi.org/10.3390/bs10040077

Choice under risk: How occupation influences preferences
Hill, T., Kusev, P. and van Schaik, P. (2019). Choice under risk: How occupation influences preferences. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2019.02003

Flexible emotion regulation: How situational demands and individual differences influence the effectiveness of regulatory strategies
Kobylińska, D. and Kusev, P. (2019). Flexible emotion regulation: How situational demands and individual differences influence the effectiveness of regulatory strategies. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2019.00072

From gloom to doom: Financial loss and negative affect prime risk averse preferences
Aldrovandi, S., Kusev, P., Hill, T. and Vlaev, I. (2019). From gloom to doom: Financial loss and negative affect prime risk averse preferences. Current Psychology. 40, pp. 5851-5862. https://doi.org/10.1007/s12144-019-00507-3

The use of information in online healthcare provider choice
van Schaik, P., Thornhill, E., Davies, M., Flynn, D. and Kusev, P. (2019). The use of information in online healthcare provider choice. International Journal of Human Computer Studies. 128, pp. 41-60. https://doi.org/10.1016/j.ijhcs.2019.01.005

Adaptive Anchoring Model: How Static and Dynamic Presentations of Time Series Influence Judgments and Predictions
Kusev, P., van Schaik, P., Tsaneva-Atanasova, K., Juliusson, A. and Chater, N. (2017). Adaptive Anchoring Model: How Static and Dynamic Presentations of Time Series Influence Judgments and Predictions. Cognitive Science. 42 (1), pp. 77-102. https://doi.org/10.1111/cogs.12476

Risk perceptions of cyber-security and precautionary behaviour
van Schaik, P., Jeske, D., Onibokun, J., Coventry, L., Jansen, J. and Kusev, P. (2017). Risk perceptions of cyber-security and precautionary behaviour. Computers in Human Behavior. 75, pp. 547-559. https://doi.org/10.1016/j.chb.2017.05.038

Commentary: The social dilemma of autonomous vehicles
Martin, R., Kusev, I., Cooke, A.J., Baranova, V., Van Schaik, P. and Kusev, P. (2017). Commentary: The social dilemma of autonomous vehicles. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2017.00808

Understanding risky behavior: The influence of cognitive, emotional and hormonal factors on decision-making under risk
Kusev, P., Purser, H., Heilman, R., Cooke, A.J., Van Schaik, P., Baranova, V., Martin, R. and Ayton, P. (2017). Understanding risky behavior: The influence of cognitive, emotional and hormonal factors on decision-making under risk. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2017.00102

Security and privacy in online social networking: Risk perceptions and precautionary behaviour
van Schaik, P., Jansen, J., Onibokun, J., Camp, J. and Kusev, P. (2017). Security and privacy in online social networking: Risk perceptions and precautionary behaviour. Computers in Human Behavior. 78, pp. 283-297. https://doi.org/10.1016/j.chb.2017.10.007

Context Moderates Priming Effects on Financial Risk Taking
Aldrovandi, S., Kusev, P., Hill, T. and Vlaev, I. (2017). Context Moderates Priming Effects on Financial Risk Taking. Risks. 5 (1), p. 18. https://doi.org/10.3390/risks5010018

The gender pay gap: Can behavioral economics provide useful insights?
Heilman, R.M. and Kusev, P. (2017). The gender pay gap: Can behavioral economics provide useful insights? Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2017.00095

Exaggerated Risk: Prospect Theory and Probability Weighting in Risky Choice
Kusev, P., van Schaik, P., Ayton, P., Dent, J. and Chater, N. (2016). Exaggerated Risk: Prospect Theory and Probability Weighting in Risky Choice. Journal of Experimental Psychology: Learning Memory and Cognition. 35 (6), pp. 1487-1505. https://doi.org/10.1037/a0017039

Judging the morality of utilitarian actions: How poor utilitarian accessibility makes judges irrational
Kusev, P., van Schaik, P., Alzahrani, S., Lonigro, S. and Purser, H. (2016). Judging the morality of utilitarian actions: How poor utilitarian accessibility makes judges irrational. Psychonomic Bulletin and Review. 23, pp. 1961-1967. https://doi.org/10.3758/s13423-016-1029-2

Retrospective evaluations of sequences: Testing the predictions of a memory-based analysis
Aldrovandi, S., Poirier, M., Kusev, P. and Ayton, P. (2015). Retrospective evaluations of sequences: Testing the predictions of a memory-based analysis. Experimental Psychology. 62 (5). https://doi.org/10.1027/1618-3169/a000301

The cognitive economy: The probabilistic turn in psychology and human cognition
Kusev, P. and Van Schaik, P. (2013). The cognitive economy: The probabilistic turn in psychology and human cognition. Behavioral and Brain Sciences. 36 (3), pp. 294-295. https://doi.org/10.1017/s0140525x12003019

Modeling judgment of sequentially presented categories using weighting and sampling without replacement
Kusev, P., Tsaneva-Atanasova, K., van Schaik, P. and Chater, N. (2012). Modeling judgment of sequentially presented categories using weighting and sampling without replacement. Behavior Research Methods. 44, pp. 1129-1134. https://doi.org/10.3758/s13428-012-0218-9

Preferences induced by accessibility: Evidence from priming
Kusev, P., van Schaik, P. and Aldrovandi, S. (2012). Preferences induced by accessibility: Evidence from priming. Journal of Neuroscience, Psychology, and Economics. 5 (4), pp. 250-258. https://doi.org/10.1037/a0030289

Now I like it, now I don’t
Aldrovandi, S., Poirier, M., Kusev, P., Heussen, D. and Ayton, P. (2011). Now I like it, now I don’t. Proceedings of the Annual Meeting of the Cognitive Science Society. 01 Jan 2009

Judgments Relative to Patterns: How Temporal Sequence Patterns Affect Judgments and Memory
Kusev, P., Ayton, P., van Schaik, P., Tsaneva-Atanasova, K., Stewart, N. and Chater, N. (2011). Judgments Relative to Patterns: How Temporal Sequence Patterns Affect Judgments and Memory. Journal of Experimental Psychology: Human Perception and Performance. 37 (6), pp. 1874-1886. https://doi.org/10.1037/a0025589

Preferences under risk: Content-dependent behavior and psychological processing
Kusev, P. and van Schaik, P. (2011). Preferences under risk: Content-dependent behavior and psychological processing. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2011.00269

Human Preferences and Risky Choices
van Shaik, P., Kusev, P. and Juliusson, A. (2011). Human Preferences and Risky Choices. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2011.00333

Domain effects and financial risk attitudes
Vlaev, I., Kusev, P., Stewart, N., Aldrovandi, S. and Chater, N. (2010). Domain effects and financial risk attitudes. Risk Analysis. 30 (9), pp. 1374-1386. https://doi.org/10.1111/j.1539-6924.2010.01433.x

Explanations of comparative facts
Silvio Aldrovandi, James A. Hampton, Daniel Heussen and Kusev, P. (2009). Explanations of comparative facts. Proceedings of the Annual Meeting of the Cognitive Science Society. 01 Jan 2009

Deciding about Risky Prospects: A Psychological Descriptive Approach
Kusev, P. and van Schaik, P. (2007). Deciding about Risky Prospects: A Psychological Descriptive Approach. in: Psychology of Decision Making in Education, Behavior & High Risk Situations