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.

Liz Kang, Research Officer & Knowledge Translation Manager

Liz is a Research Officer and Knowledge Translation Manager at BEAR. Liz develops BEAR's knowledge mobilization/translation strategies to disseminate research findings and engage relevant audiences, from producing multimedia and digital content to delivering knowledge outputs and products to key audience.  She has a Bachelor of Commerce degree at the University of Toronto.


Bing Feng, Research Associate & Program Coordinator

Bing is a Research Associate and Program 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.


Matthew Hilchey, Post-Doc Researcher

Matt is a cognitive psychologist at BEAR. He has a broad interest in applying experimental methods to improve our understanding of how our environments, goals and experience jointly determine what sources of information are most likely to attract our attention. Before joining BEAR, Matt served as a post-doctoral research fellow in the visual cognition lab at the University of Toronto, where he conducted laboratory experiments on attention and memory while teaching an upper year undergraduate course on Attention & Human Performance. Matt’s current interests center on devising ways to improve the effectiveness of financial information disclosures on consumer welfare. Matt holds a PhD in experimental psychology from Dalhousie University and has co-authored dozens of papers in the field of attention.


Renante Rondina, Post-Doc Researcher

Renante completed his PhD in cognitive neuroscience at the University of Toronto and the Rotman Research Institute where he used eye-tracking and MEG to study how memory changes with healthy aging. Becoming interested in behavioural economics, he started a Mitacs Elevate post-doctoral fellowship at Western University where he worked with a Canadian tech start-up to study the cost-effectiveness of financial health incentives in a population level physical activity intervention delivered through a smart phone app. He has also served as a behavioural designer at a large Canadian retailer's business innovation team. Currently, he is interested in how information can be presented to improve decision making.


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