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Maintained by Scott Plous, Wesleyan University

Zoë Chance

Zoë Chance

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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.

Primary Interests:

  • Health Psychology
  • Helping, Prosocial Behavior
  • Judgment and Decision Making
  • Life Satisfaction, Well-Being
  • Persuasion, Social Influence

Research Group or Laboratory:

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Journal Articles:

Other Publications:

Courses Taught:

  • Mastering Influence and Persuasion

Zoë Chance
Department of Marketing
Yale School of Management
135 Prospect Street
New Haven, Connecticut 06520
United States

  • Fax: 203) 815-1557

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