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Personal profile

Google Scholar h-Index

15 Last checked 19 August 2022.

1100 Google Scholar Citations



Professor of Behavioural Science, Director of the Behavioural Research Centre (BRC) at Huddersfield Business School.


BSc (Psychology), MSc (Economics), PhD (Psychology), SFHEA, CMgr FCMI (CMI Level 7: Strategic Management and Leadership).


Petko has worked at Kingston University London, City, University of London, University College London, The University of Tokyo and The University of Warwick. He is also a Visiting Professor at The University of Warsaw.


Petko is Professor of Behavioural Science at Huddersfield Business School. He was formerly an Associate Professor at Kingston University London. He has also worked at University College London, The University of Tokyo, Tokyo Institute of Technology, The University of Warwick and City, University of London.

Petko is the founder and Director of the interdisciplinary Behavioural Research Centre (BRC) at the Huddersfield Business School. His research interests cover all aspects in the field of behavioural science/economics: risk and human behaviour, judgement and decision-making, experimental psychology and economics, artificial intelligence and learning, research methods, statistics, behavioural forecasting and agent-based mathematical modelling.

He has published his experimental and theoretical articles in highly respected world-leading journals (e.g., Cognition; Cognitive Science; Journal of Experimental Psychology: General; Psychonomic Bulletin & Review; Risk Analysis; Behavior Research Methods; Experimental Psychology; Journal of Experimental Psychology: Human Perception and Performance; Journal of Experimental Psychology: Learning, Memory, and Cognition; Journal of Neuroscience, Psychology, and Economics; Behavioral and Brain Sciences; Computers in Human Behavior).

Petko has also been awarded several behavioural science research grants from AHRC, ESRC, the British Academy, Nuffield Foundation, Japan Society for the Promotion of Science, and The Leverhulme trust. He is also an associate editor for Frontiers in Psychology and member of several International scientific societies.

More recently, Petko worked on several behavioural models (decision-making under risk, behavioural forecasting, judgements relative to patterns). His work also tackles issues central to behavioural decision-making (e.g., utility, choice preferences, judgements, maximisation strategies, moral utility and risky behaviour), and psychological processing (e.g., learning, memory, categorisation and identification of information), which lie at the core of behavioural science.


He has won and led several behavioural science research grants from Arts & Humanities Research Council (AHRC), Economic and Social Research Council (ESRC), The British Academy, Nuffield Foundation, Japan Society for the Promotion of Science, and The Leverhulme trust.


Petko is an Associate Editor for Frontiers in Psychology, has edited special issues, and has acted as a referee for grant applications submitted to the ESRC, EPSRC, BBSRC, Swiss National Science Foundation (SNSF) and 30+ journals. He was also REF2021 external examiner for Universities in the UK, as well as PhD external examiner.


Kusev, P. (2020). Chairing the Rules, Norms, Morality: Cognition and Action Session at the 61st annual meeting of the Psychonomic Society, Psychonomic Virtual Conference, November 19th – 22nd, USA. Abstracts of the Psychonomic Society (2020).

Kusev, P. (2018). Are we Rational, Limited or Adaptive Decision Makers? University of Leeds. Institute for Transport Studies.

Kusev, P. (2018). Expected, Biased/Erroneous or Creative Decisions. Berlin School of Creative Leadership.

Kusev, P. (2016). Human Judgements and Decision-making: How, context, learning, and memory influence behavioural rationality and preference formation in risky choice. Lomonosov Moscow State University, Faculty of Psychology (Keynote lecture). 

Kusev, P., van Schaik, P., & Ayton, P. (2014, June 15th-18th). Judging morality of utilitarian actions: how uncertainty makes judges judgmental. Human Intuition and Economic Behaviour Workshop, IDC Herzliya, Israel.

Kusev, P. (2011). Utility reversals: Memory and contextual biases with decision prospects. Swansea University, UK.

Kusev, P. (2010). Exaggerated risk: The relative theory of choice. Lloyd’s Science of Risk.

Kusev, P. (2009). Contemporary issues in cognitive psychology, St Mary's University College London, Department of Psychology.

Kusev, P. (2008). Memory and human preferences: The influence of accessibility on decision prospect. The 3rd Seminar of Integration of Cognition, Behaviour and Measurement, Nagano, University of Tokyo, Japan (Keynote lecture).

Kusev, P., Ayton, P., van Schaik, P., & Chater, N. (2008). Memory-biased preferences: The influence of accessibility on risky decision-making and judgments. The 13th International Seminar on Experiments and Surveys in Economics and Related Social Sciences, Tokyo Institute of Technology, Tokyo (Keynote lecture).

Ayton, P., Kusev, P., & van Schaik, P. (2007). Risky decisions: Gambling, insurance and prospect theory. Economic of Behaviour and Decision-Making, Westminster Business School, London.

Kusev, P., van Schaik, P. & Ayton, P. (2007). Judgments relative to patterns. UCLA, The Anderson School of Management, USA.


2021 – CMgr FCMI (CMI Level 7: Strategic Management and Leadership), UK.

2017 – Senior Fellow of the Higher Education Academy, UK.

2014 – Experimental Psychology Society, UK.

2008 – The Japan Society for the Promotion of Science (Alumni).

2008 – European Association for Decision-Making.

2007 – Psychonomic Society, USA.

2007 – Association for Psychological Science, USA.

2007 – Behavioural Brain Science, USA.

2006 – Society for Judgment and Decision-Making, USA.

2005 – London Judgment and Decision-Making Group.


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

2020 – Which? magazine (the main UK consumer protection agency): Are Fraud Rules failing Victims?
2020 – Finextra: Banks denying refunds to scam victims who ignore new warning.
2018 – Which? magazine (the main UK consumer protection agency): Debiasing Human Preferences: Inputs for Marketing and Advertisings.
2017 – Fortune: ‘’Brainstorm Health: Bitcoin Mental Health, Mass Teva Layoffs, Collins' Obamacare’’ focuses on financial decision-making and refers to Kusev et al. (2017).
2016 – Medicalxpress.
2016 - Psychonomic Society (press releases).
2014 (24th June) – BBC Radio 4.

Research Expertise and Interests

  • Judgement and Decision-Making
  • Risk
  • Utility
  • Forecasting
  • Moral Decision-Making
  • Behavioural Science


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