Ayelet Fishbach studies social psychology, with specific emphasis on motivation and decision making. Her research has been supported in part by grants from the John Templeton Foundation (in connection with the New Paths to Purpose Project) and from the United States-Israel Binational Science Foundation.
Fishbach has been published in many psychology and marketing journals, including the Journal of Consumer Research, the Psychological Science, and the Journal of Personality and Social Psychology. Her publications include “Goals as excuses or guides: The liberating effect of perceived goal progress on choice,” written with Ravi Dhar Zhang and appearing in the Journal of Consumer Research and “Counteractive self-control in overcoming temptation,” written with Yaacov Trope in the Journal of Personality and Social Psychology. She is on the editorial board of several journals, including the Journal of Personality and Social Psychology and the Journal of Consumer Research.