Rotman School of Management, University of Toronto

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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 within the newly launched Business Design Initiative as we create behaviourally informed choice environments.

Core Team

Dilip Soman

Dilip Soman, Director

Dilip is Professor of Marketing at Rotman and holds the Canada Research Chair in Behavioural Science and Economics. He is the Director of BEAR 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. In 2016, he was appointed to the Privy Council Office in the Canadian Federal Government as a scholar-in-residence and continues to serve as policy advisor in Impact and Innovation Unit in Ottawa. He also serves on Impact Canada and the Financial Consumer Agency of Canada’s research advisory boards. He is the author of The Last Mile: Creating Social and Economic Value from Behavioural Insights.

Melanie Kim, Research Coordinator & 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 a joint MBA/Master of Global Affairs degree at the University of Toronto.


Liz Kang, Research Coordinator & Officer

Liz is a Research Officer and Coordinator at BEAR and the point of contact for the centre's activities. Liz develops BEAR's knowledge mobilization/translation strategies to disseminate research findings and engage relevant audiences. She also manages BEAR’s digital strategy and community engagement. She specializes in graphic and web design, motion graphics, brand management and event planning. She has a Bachelor of Commerce degree at the University of Toronto.


Bing Feng, Research Coordinator & Associate

Bing is a Research Associate and Coordinator at BEAR. In this role she manages research projects and centre activities. Bing has co-authored the playbook “How Should Organizations Best Embed and Harness Behavioural Insights?” She holds a BA in Economics from Western University and an MBA from the University of Toronto.


Lorenzo Cecutti

Lorenzo Cecutti, Research Coordinator

Lorenzo grew up in Italy, but soon moved to Hong Kong to pursue a scholarship and complete his high school studies at the Li Po Chun United World College. After graduating from the marketing undergraduate program at the Hong Kong University of Science and Technology (HKUST) he worked as an analyst at Nielsen HK where he helped large FMCG clients track retail scan data and reach decisions on pricing, promotion and new product launch. After a master of philosophy in consumer behaviour at the Chinese University of Hong Kong (CUHK) he discovered his passion for academic research and joined the PhD program at the University of Toronto. Currently he is in the first year and loving it.


Laura Goodyear

Laura Goodyear, Research Coordinator

Laura is a Research Coordinator at BEAR and a 1st year PhD student in the Consumer Behaviour Area at Rotman. Her interests broadly revolve around consumers facing instances of resources scarcity. Her current projects investigate consumers' behaviour before and after experiences of resource scarcity.


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