Anna Shcherbiak

Anna Shcherbiak

PhD candidate in Behavioral Economics, WU Vienna

I am Anna Shcherbiak, a PhD candidate in Behavioral Economics at the Vienna University of Economics and Business (WU Vienna). I am supervised by Susann Fiedler.

My research is about what defines people - their core beliefs, their values, the norms they hold and the ones they only perform. More specifically, I am interested in what happens when personal norms and social norms come into conflict.

I am also the founder of the Vienna Behavioral Circle, a seminar series for behavioral researchers in Vienna.

Before starting my PhD, I worked at the National Bank of Ukraine, the National Anti-Corruption Agency of Ukraine, and at a boutique consultancy firm (Brady Intel) in Chicago.

Publications

Evaluating science: A comparison of human and AI reviewers

with Hooman Habibnia, Robert Böhm, and Susann Fiedler

Judgment and Decision Making, 2024

Work in Progress

The Similarity Effect: How Evaluator Bias Influences Career Trajectories

with Susann Fiedler and Isabella Grabner

[Abstract]

Promotions account for a sizeable share of the gender gap in wage growth, significantly disadvantaging women. This study suggests that part of the answer may be biased promotability evaluation criteria. We use simple computer animations to enact several precise variations of employee performance. Subjects are recruited to watch an animation and determine whether the character deserves to be promoted, based on common promotability criteria (e.g., task performance, political skill, growth potential, cultural fit). Our research not only aims to measure the extent to which gender stereotypes affect performance evaluations but also highlights which criteria are most susceptible to them.

Conviction vs. Calculation: Beliefs in the Face of Conflicting Economic Interests

with Hooman Habibnia

[Abstract]

Voters' support for policies that contradict their economic self-interest remains a persistent puzzle in the social sciences. While recent research highlights how social identity shapes political attitudes, most studies focus on responses to polarizing issues such as climate change or immigration. In the context of redistribution, emerging evidence suggests that identity-protective cognition may exacerbate economic inequality when it benefits the ingroup, but the underlying mechanisms remain poorly understood. In a laboratory experiment, we investigate how identity orientation biases beliefs about the impact of redistributive policy. Participants vote on policies that either enhance their ingroup status or maximize individual earnings, with payoffs externally determined. By manipulating both ingroup status (positive/negative discrimination) and earning potential (high/low), we elicit beliefs about the welfare effects of meritocratic and redistributive policies.

Identity under Threat: Belief Substitution and the Limits of Ideological Coherence

with Julian Quandt

[Abstract]

People often surround themselves with like-minded individuals who reinforce their beliefs, forming echo chambers that may give the impression that a belief is widely shared. However, individuals vary in the extent to which they support a belief and how central it is to them — some belief holders will inevitably be more extreme in their views than others, but due to the false consensus effect of the echo chamber, they may not realize how far outside the mainstream their views actually are. Our project tries to unravel how people resolve internal dissonance between maintaining their beliefs and assimilating into a social group. More specifically, we ask: how do people trade off identity (i.e., belonging) vs. epistemic (i.e., accurate beliefs) goals? In an incentivized forced-choice donation game, we vary the centrality of identity and the ideological distance to identify conditions under which individuals would substitute identity to protect beliefs, and vice versa.

Evidential Value of Business and Management Research

with Julian Quandt

Have We Met?

2026

2025

2024

2023

2022