Fasolo, Barbara

Dr Barbara Fasolo  


Position held

Associate Professor of Behavioural Science


Experience keywords:

behavioural decision science; consumer and marketing decisions; decision capability; decision difficulty; decision style; multicriteria decisions; nudges; online decisions in domains of wealth and health; risk; tyranny of choice

Research summary > [Click to expand]

Dr Fasolo conducts research in behavioural decision science in domains of health, wealth and wellbeing, and has a particular interest in exploring the innate capability to make good decisions and the role of nudges and aids to improve decision-making for individuals and organisations.

Contact Points

LSE phone number:

+44 (0)20 7955 7617

LSE email:




Rahwan, Zoe and Hauser, Oliver P. and Kochanowska, Ewa and Fasolo, Barbara (2018) High stakes: a little more cheating, a lot less charity Journal of Economic Behavior and Organization. ISSN 0167-2681 (In Press)

Misuraca, Raffaella and Fasolo, Barbara (2018) Maximizing versus satisficing in the digital age: disjoint scales and the case for “construct consensus” Personality and Individual Differences, 121. 152-160. ISSN 0191-8869


Beyer, Andrea R. and Fasolo, Barbara and de Graeff, P.A. and Hillege, H.L. (2015) Risk attitudes and personality traits predict perceptions of benefits and risks for medicinal products: a field study of European medical assessors Value in Health, 18 (1). 91-99. ISSN 1098-3015


Costa-Font, Joan and Just, David and Fasolo, Barbara and Powdthavee, (2014) The ‘nudge’ agenda is at the forefront of contemporary economic debate for good reason, but it is not yet clear that it can be applied in straightforward way in all circumstances British Politics and Policy at LSE (28 Feb 2014) Blog entry

Costa-Font, Joan and Just, D. R. and Fasolo, Barbara and Powdthavee, Nattavudh (2014) Nudging ourselves? The limits of incentivizing "good behavior" Applied Economic Perspectives and Policy, 36 (1). 1-5. ISSN 2040-5790

Fasolo, Barbara and Bana-Costa, Carlos (2014) Tailoring value elicitation to decision makers' numeracy and fluency: expressing value judgments in numbers or words Omega, 44. 83-90. ISSN 0305-0483


Reutskaja, Elena and Fasolo, Barbara (2013) It's not necessarily best to be first Harvard Business Review, 91 (1 - 2). 3. ISSN 0017-8012

Bevan, Gwyn and Fasolo, Barbara (2013) Models of governance of public services: empirical and behavioural analysis of 'econs' and 'humans' In: Angus, Oliver, (ed.) Behavioural Public Policy. Cambridge University Press, Cambridge, UK, 38-62. ISBN 9781107617377

Phillips, L.D. and Fasolo, Barbara and Zafiropoulous, N. and Eichler, H.-G. and Ehmann, F. and Jekerle, V. and Kramarz, P. and Nicoll, A. and Lonngren, T. (2013) Modelling the risk-benefit impact of H1N1 influenza vaccines European Journal of Public Health, 23 (4). 674-678. ISSN 1101-1262


Fasolo, Barbara and von Winterfeldt, Detlof and Morton, Alec (2011) Behavioural issues in portfolio decision analysis In: Salo, Ahti and Morton, Alec and Keisler, Jeffrey, (eds.) Portfolio Decision Analysis: Improved Methods for Resource Allocation. International series in operations research & management science, 162. Springer, New York, USA, 149-168. ISBN 9781441999429

Phillips, Lawrence D. and Fasolo, Barbara and Zafiropoulos, Nikolaos and Beyer, Andrea (2011) Is quantitative benefit–risk modelling of drugs desirable or possible? Drug Discovery Today: Technologies, 8 (1). e3-e10. ISSN 1740-6749


Fasolo, Barbara and Bonini, Nicolao (2010) Gli aiuti decisionali In: Rumiati, R. and Bonini, Nicolao, (eds.) Decisioni Manageriali: Come Fare Scelte Efficaci. Aspetti della psicologia. Il mulino, Bologna, Italy. ISBN 9788815137500

Boyce, Tammy and Dixon, Anna and Fasolo, Barbara and Reutskaja, Elena (2010) Choosing a high-quality hospital: the role of nudges, scorecard design and information The King's Fund, London, UK. ISBN 9781857176032

Fasolo, Barbara and Reutskaja, Elena and Dixon, Anna and Boyce, Tammy (2010) Helping patients choose: how to improve the design of comparative scorecards of hospital quality Patient Education and Counseling, 78 (3). 344-349. ISSN 0738-3991


Fasolo, Barbara and Carmeci, Floriana A. and Misuraca, Raffaella (2009) The effect of choice complexity on perception of time spent choosing: when choice takes longer but feels shorter Psychology and Marketing, 26 (3). 213-228. ISSN 0742-6046

Fasolo, Barbara and Hertwig, Ralph and Huber, Michael and Ludwig, Mark (2009) Size, entropy, and density: what is the difference that makes the difference between small and large real-world assortments? Psychology and Marketing, 26 (3). 254-279. ISSN 0742-6046

von Winterfeldt, Detlof and Fasolo, Barbara (2009) Structuring decision problems: a case study and reflections for practitioners European Journal of Operational Research, 199 (3). 857-866. ISSN 0377-2217

Morton, Alec and Fasolo, Barbara (2009) Behavioural decision theory for multi-criteria decision analysis: a guided tour Journal of the Operational Research Society, 60. 268-275. ISSN 0160-5682

Lenton, A. P. and Fasolo, Barbara and Todd, P. M. (2009) The relationship between number of potential mates and mating skew in humans Animal Behaviour, 77 (1). 55-60. ISSN 0003-3472


Fasolo, Barbara and Misuraca, Raffaella (2008) Il commercio elettronico In: Rumiati, R. and Rubaltelli, E. and Mistri, M., (eds.) Psicologia Economica. Carocci, Rome, Italy, 121-130. ISBN 9788843044290

Lenton, A. P. and Fasolo, Barbara and Todd, P. M. (2008) "Shopping" for a mate: expected versus experienced preferences in online mate choice IEEE Transactions on Professional Communication, 51 (2). 169-182. ISSN 0361-1434


Fasolo, Barbara and Misuraca, Raffaella and Cardaci, Maurizio, eds (2007) I processi decisionali: sfide, paradossi e supporti II Mulino, Bologna. ISBN 9788815118356

Fasolo, Barbara and McClelland, Gary H. and Todd, P. M. (2007) Escaping the tyranny of choice: When fewer attributes make choice easier Marketing Theory, 7 (1). 13-26. ISSN 1470-5931

Fasolo, Barbara and Penke, L and Todd, P M and Lenton, A (2007) How self-assessments can guide human mating decisions In: Geher, G and Miller, G F, (eds.) Mating Intelligence: Sex, Relationships, and the Mind's Reproductive System. Lawrence Erlbaum, New York, USA, 37-76. ISBN 9780805857498

Todd, P. M. and Penke, Lars and Fasolo, Barbara and Lenton, A. P. (2007) Different cognitive processes underlie human mate choices and mate preferences Proceedings of the National Academy of Sciences of the United States of America, 104 (38). 15011-15016. ISSN 0027-8424


Katsikopoulos, K. V. and Fasolo, Barbara (2006) New tools for decision analysts IEEE Systems Man and Cybernetics. Part A: Systems and Humans, 36 (5). 960-967. ISSN 1083-4427

Fasolo, Barbara and Misuraca, Raffaella and McClelland, Gary H. and Cardaci, Maurizio (2006) Animation attracts: The attraction effect in an on-line shopping environment Psychology and Marketing, 23 (10). 799-811. ISSN 0742-6046


Fasolo, Barbara and Motta, Manuela and Misuraca, Raffaella (2005) Il processo decisionale online: rassegna di studi empirici e confronto tra siti internet per l'aiuto alle decisioni negli Stati Uniti e in Italia Giornale Italiano di Psicologia, 32 (4). 693-712. ISSN 0390-5349

Fasolo, Barbara and McClelland, Gary H and Lange, Katharine A (2005) The effect of site design and interattribute correlations on interactive web-based decisions In: Haugtvedt, Curtis P and Machleit, Karen A. and Yalch, Richard F, (eds.) Online Consumer Psychology: Understanding and Influencing Behavior in the Virtual World. Advertising & Consumer Psychology S. (1st). Lawrence Erlbaum Associates, Inc., Mahwah, 325-344. ISBN 0805851542

Gigerenzer, Gerd and Hertwig, Ralph and van den Broek, Eva and Fasolo, Barbara and Katsikopoulos, Konstantinos V. (2005) A 30% chance of rain tomorrow: how does the public understand probabilistic weather forecasts? Risk Analysis, 25 (3). 623-629. ISSN 0272-4332


Fasolo, Barbara and McClelland, Gary H. and Misuraca, Raffaella (2003) Individual differences in adaptive choice strategies Research in Economics, 57 (3). 219-233. ISSN 1090-9443


Misuraca, Raffaella and Fasolo, Barbara and Cardaci, Maurizio and McClelland, Gary H. (2002) Fattori situazionali e correlati individuali nella presa di decisione Sistemi Intelligenti, 3. 357-369. ISSN 1120-9550

Fasolo, Barbara and Macchi, Laura and Bagassi, M. and D'Addario, M. (2002) Ragionamento probabilistico ed effetti del tipo di ricerca di informazioni nel giudizio medico In: Savadori, L. and P., Cherubini and Bonini, N., (eds.) Decisione e Ragionamento in Ambito Medico. Università degli Studi di Trento, Italy, 173-194.


Edwards, Ward and Fasolo, Barbara (2001) Decision technology Annual Review of Psychology, 52. 581-606. ISSN 0066-4308

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