Rotman School of Management

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About Us

Behavioural Economics in Action at Rotman (BEAR) is a centre that combines decades of research in decision-making with empirically-tested tools to facilitate behavioural change. We look at social and economic problems from a behavioural science lens and design solutions that go beyond the traditional approaches of applying incentives, penalties or provisioning information.

Our Mission

At BEAR, we conduct leading edge academic and field research, help our partners accomplish behaviour change through better touchpoints and interventions, and engage in a variety of educational and outreach activities. Our focus is on non-financial, non-regulatory (not banning) solutions that preserve freedom of choice but guide people toward better decisions. We are solving the “last mile problem” to improve societal well-being and business profitability. Core to the BEAR DNA is scientific testing, and we apply randomized controlled field and laboratory trials to deliver measurable results. We also work closely with our design studio at Rotman DesignWorks as we create behaviourally informed choice environments.


Core Team

 

Dilip Soman

Dilip Soman, Co-Director

Dilip is a Professor at Rotman and holds the Corus Chair in Communications Strategy. He is the Co-Director of the Executive Center for Excellence in Social CRM and previously served as the Director of the University’s India Innovation Institute. His research is in the area of behavioural economics and its applications to consumer wellbeing, marketing and policy. He works with ideas42 and serves as advisor to a number of welfare organizations. In 2016, he was appointed to the Privy Council Office in the Canadian Federal Government as a Senior Policy Advisor in its Innovation Hub in Ottawa.

 


Nina Mazar

Nina Mažar, Co-Director

Nina is an Associate Professor of Marketing at Rotman and a Fellow of the Science Leadership Program in Canada, named one of “The 40 Most Outstanding B-School Profs Under 40 In The World” (Poets&Quants in 2014). With her focus on behavioural economics, Nina investigates consumer behaviour, how it deviates from standard economic assumptions, and its implications for policy. Popular accounts of her work have appeared among others on NPR, BBC, in The New York Times, Financial Times, Wired, Harvard Business Review, and in the Documentary Feature Movie “(Dis)honesty – The Truth About Lies”. Speaking engagements include the Canada Revenue Agency, European Commission, Google Venture, OECD, and Toyota. She serves as advisor to a number of organizations around the world. In 2015, Nina was appointed to the World Bank as the Senior Behavioural Scientist of its new Global INsights Initiative (GINI) in Washington, DC.

 



Melanie Kim, Head Coordinator & Research Associate

Melanie is a Research Associate at BEAR and the point of contact for the centre's activities. She has co-authored white paper reports that look at consumer privacy and online financial behaviour from a behavioural lens. She has a BA in International Development Studies from McGill, and has recently completed a joint MBA/Master of Global Affairs degree at the University of Toronto.

 


   

Liz Kang, Coordinator

Liz is a Coordinator at BEAR and the point of contact for the centre's activities. She helps BEAR's web and course content development including producing whiteboard animations for research projects, BEAR event materials, and in-class/online marketing course materials. Liz is interested in applying behavioural insights in areas of consumer behaviour, financial wellbeing, and human-machine interaction. She has recently completed a Bachelor of Commerce degree at the University of Toronto. 

 


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