Petko Kusev


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Personal profile


Position: Professor of Behavioural Science, Department of Management. Director of the Behavioural Research Centre (BRC), Huddersfield Business School.

Qualifications: BSc (psychology), MSc (economics), PhD (psychology), SFHEA

Petko is Professor of Behavioural Science at the Department of Management, Huddersfield Business School.  He was formerly an Associate Professor at Kingston University London and a Senior Research Fellow at City, University of London. Petko has worked as a Research Fellow at University College London, The University of Tokyo, Tokyo Institute of Technology and The University of Warwick.

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 international journals (e.g., Cognitive Science; 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; Frontiers in Psychology; 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 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.

Editorial Activities

2012- Associate Editor for Frontiers in Psychology.

2011 - Edited a special issue on Human Preferences and Risky Choices.

Funded Research Grants and Awards

2014 – The British Academy, small research grant. A behavioural study of online healthcare-provider choice.

2010 – The British Academy, small research grant. Choice Blindness and Human Preferences.

2010 – Inaugural Lloyd’s Science of Risk Prize (shortlisted top 5).

2009 – Nuffield Foundation, small research grant. Memory and human preferences: How accessibility affects judgments and decision prospects.

2009 – City University London, Pump-Priming Award. Memory and contextual biases in risky preferences.

2008 – JSPS grant (Japan Society for the Promotion of Science).  Memory-biased preferences with judgments and decision prospects.

2008 – The annual Jane Beattie Memorial Scholarship (SJDM, EADM).

2008 – The British Academy, small researches grant. Memory-biased preferences: The influence of accessibility on risky decision-making.

2008 – Honorary Research Fellow, Department of Psychology, City University London.

2007 – Institute for Pure and Applied Mathematics, UCLA. Probabilistic models of cognition: The mathematics of mind.

2007 – Experimental Psychology Society, UK.  Grindley Grant.

2006 – ESRC research grant. Improving people’s protective decision-making.

Invited Talks at Conferences, Universities and Keynote Addresses.

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.

Professional Societies

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

2014 – Experimental Psychology Society

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.

Employment History:

2017 –  

Professor of Behavioural Science, The University of Huddersfield, Huddersfield Business School, Department of Management. 

2010 – 2017

Associate Professor in Psychology, Kingston University London, Department of Psychology.

2006 – 2017

Senior Research Fellow, City, University of London.


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


Research Fellow, Tokyo Institute of Technology.

2005 – 2006

Research Associate, University College London, Department of Psychology.

2002 – 2005

Research Associate, The University of Warwick, Department of Psychology.

Research Expertise and Interests

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

Fingerprint Dive into the research topics where Petko Kusev is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2007 2019

Choice Under Risk: How Occupation Influences Preferences

Hill, T., Kusev, P. & van Schaik, P., 30 Aug 2019, In : Frontiers in Psychology. 10, p. 1-10 10 p., 2003.

Research output: Contribution to journalArticle

Open Access
Decision Making
Behavioral Sciences
2 Citations (Scopus)

Flexible Emotion Regulation: How Situational Demands and Individual Differences Influence the Effectiveness of Regulatory Strategies

Kobylińska, D. & Kusev, P., 1 Feb 2019, In : Frontiers in Psychology. 10, 9 p., 72.

Research output: Contribution to journalReview article

Open Access
Theoretical Models

From gloom to doom: Financial loss and negative affect prime risk averse preferences

Aldrovandi, S., Kusev, P., Hill, T. & Vlaev, I., 12 Nov 2019, In : Current Psychology. 12 p.

Research output: Contribution to journalArticle

Salaries and Fringe Benefits
2 Citations (Scopus)

Preference Reversals During Risk Elicitation

Kusev, P., van Schaik, P., Martin, R., Hall, L. & Johansson, P., 18 Jul 2019, In : Journal of Experimental Psychology: General. 5 p.

Research output: Contribution to journalArticle

Open Access
Decision Making
Decision Theory

The use of information in online healthcare provider choice

van Schaik, P., Thornhill, E., Davies, M., Flynn, D. & Kusev, P., 1 Aug 2019, In : International Journal of Human-Computer Studies. 128, p. 41-60 20 p.

Research output: Contribution to journalArticle

Information use
data collection method
User interfaces
health information

Activities 2006 2016

  • 33 Oral presentation
  • 7 Invited talk

Moral Decision-Making: How Utilitarian Similarity, Content, and Psychological Ownership Influence Moral Rationality

Petko Kusev (Speaker), Paul van Schaik (Speaker), Victoria Baranova (Speaker)
17 Nov 2016

Activity: Talk or presentation typesOral presentation

The Influence of Decision Content Comparability on Gain Loss Asymmetry

Petko Kusev (Speaker), Alex Cooke (Speaker)
17 Nov 2016

Activity: Talk or presentation typesOral presentation

Moral Utility: How Utilitarian Identity Affects Choice, Rationality and Literacy

Petko Kusev (Speaker), Katarzyna Bilska (Speaker)
5 May 2016

Activity: Talk or presentation typesOral presentation

How Multiple Choice Options Influence Choice Blindness

Petko Kusev (Speaker), Alex Cooke (Speaker), Marsha Kirichek (Speaker)
5 May 2016

Activity: Talk or presentation typesOral presentation

Adaptive Anchoring Model: How Static and Dynamic Presentation of Time Series Influence Judgments and Predictions

Petko Kusev (Speaker), Paul van Schaik (Speaker)
5 May 2016

Activity: Talk or presentation typesOral presentation