David Comerford

David Comerford researches and teaches in the economics division and the Behavioural Science Centre of the University of Stirling. His research examines the incentives - monetary, reputational and psychological - that drive human decision making. Much of his work focusses on the effort-saving heuristics that people engage in when forming evaluations, forecasts and survey responses.

David works with policy makers and businesses in the USA, the UK and Ireland applying his research findings to improve decision making in domains including health, economic and financial planning and in risk communication.

Media outlets that have covered David's research include the Times, the Telegraph, Vox, the Washington Post, the Chicago Tribune, National Public Radio, Forbes, the Harvard Business Review. Prior to coming to Stirling David worked at the Fuqua School of Business at Duke University and at University College Dublin. David has won research awards from the International Association for Research in Economic Psychology, the Irish Research Council for Humanities and Social Sciences Scholar, and the Fulbright Commission.