Zoë Chance's research covers consumer behavior, specializing in decision making and social welfare. Her work investigates how consumers' behavior influences their preferences and shapes their identities in counterintuitive ways. Contrary to rational expectations, cheating increases intellectual confidence, charitable giving makes donors feel wealthier, and spending time on others leads people to feel they have more time.
These articles also explore the consequences on behavior and consumer preferences, testing hypotheses through laboratory experiments, behavioral outcomes, surveys, field experiments, and analyses of national data sets. Current projects include methods for debiasing self-deception, the phenomenon of “choice amnesia,” the motivated forgetting of difficult choices, and an exploration of how helping others makes people feel particularly effective. Another line of research uses behavioral economics to help people avoid temptation and make decisions that will benefit them in the long run, in partnership with industry leaders in health, wellness, and technology.
Dr. Chance holds a doctorate in business administration from Harvard Business School, an MBA from the USC Marshall School of Business, and a bachelor's degree from Haverford College.
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- Chance, Z., & Deshpandé, R. (2009). Putting patients first: Social marketing strategies for treating HIV in developing nations. Journal of Macromarketing, 29, 220-232.
- Chance, Z., Norton, M. I., Gino, F., & Ariely, D. (2011). Temporal view of the costs and benefits of self-deception. Proceedings of the National Academy of Science, 108(3), 15655-15659.
- Frost, J. H., Chance, Z., Norton, M. I., & Ariely, D. (2008). People are experience goods: Improving online dating with virtual dates. Journal of Interactive Marketing, 22, 51-61.
- Mogilner, C., Chance, Z., & Norton, M. I. (2012). Giving time gives you time. Psychological Science, 23(10), 1233-1238.
- Chance, Z., & Norton, M. I. (2008). "I read Playboy for the articles": Justifying and rationalizing questionable preferences. In M. S. McGlone and M. L. Knapp (Eds.), The interplay of truth and deception. New York: Routledge.
- Deshpandé, R., & Chance, Z. (2007). Fighting AIDS, fighting poverty: Customer-centric marketing in the generic antiretroviral business. In V. Rangan, J. Quelch, G. Herrero, and B. Barton (Eds.), Business solutions for the global poor: Creating social and economic value. New York: John Wiley & Sons.
- Mastering Influence and Persuasion
Department of Marketing
Yale School of Management
135 Prospect Street
New Haven, Connecticut 06520
- Fax: 203) 815-1557