Rotman School of Management

Main Content

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, 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.


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 Coordinator at BEAR and the point of contact for the centre's activities. She helps BEAR's research and content development including producing media for research projects, developing in-class/online BE course content, and coordinating BEAR events. She has a Bachelor of Commerce degree at the University of Toronto.


Patrick Rooney, Research Coordinator

Patrick is a Research Coordinator at BEAR and a 2nd Year PhD student in the Strategic Management Area at Rotman. His interests broadly revolve around behavioural challenges faced by organizations. His current projects investigate the design of advice seeking structures in organizations and the behavioural barriers to innovation adoption.


© Rotman School of ManagementAASCB