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Profile at a glance


I graduated from LSE with a Masters in Management Science (Decision Sciences) in 2015 and hold a BA in Marketing and Management from Newcastle University. I've enjoyed two notable placements over the past five years, one with the Behavioural Insights Team at HMRC and another as a supply chain planner at SCA Hygiene Products.

My research lies at the intersection of emotions, decision making and public policy. There is a greater impetus for evidence-based policymaking today than ever, thanks to advances in technology and data managament. Yet, much of these depend on nudging. It pre-supposes an optimal preference for the individual (and society) and appeals to our sub-conscious choice processes.

I contend that self-conscious emotions (e.g., regret, shame, guilt and pride) hold powerful influences over our behaviour and to that, my research reveals how visceral feelings affect choices in a (ir)rational manner and hopefully supplement existing nudge approaches in public interventions.

We are proud to partner Which?, the UK consumer rights association, in our projects.

Professional Experience

  • Which? | Behavioural Insights Analyst
  • Her Majesty's Revenue and Customs (Behavioural Insights Team) | Behavioural Insights Analyst
  • SCA Hygiene Products | Supply Chain Planner


  • University of Warwick | PhD Behavioural Science (Current)
  • London School of Economics and Political Science | MSc Management Science (Decision Sciences)
  • University of Newcastle Upon Tyne | BA (Hons) Marketing and Management

Past Projects

  • Her Majesty's Revenue and Customs (Behavioural Insights Team) | Practitioner's guide to A/B Testing
  • SCA Hygiene Products | The Balanced scorecare and its effect on team performance
  • Chartered Institute of Marketing (The Pitch 2012) | Spark, Hype & Grow

Past Achievements

  • London School of Economics and Political Science
    - MSc Management Science | Overall Best Performance
  • University of Newcastle Upon Tyne
    - SCA Hygience Products | IMPACT Award
    - The Pitch 2012 | 2nd Place
    - International Undergraduate Scholarship

External Links and Affliations


Eugene Tay

eugene dot tay dot 15 at mail dot wbs dot ac dot uk

Behavioural Science Group

Warwick Business School
Scarman Road