241. Behavioral Science in the Wild with Dilip Soman

<p><span style="font-weight: 400;">In today's conversation, I am joined by Dr. Dilip Soman, coauthor of</span> <em><span style= "font-weight: 400;">Behavioral Science in the Wild</span></em><span style="font-weight: 400;">. Dilip is a Canada Research Chair in Behavioural Science and Economics and serves as a Director of the Behavioural Economics in Action Research Centre at Rotman [BEAR]. His research is in the area of behavioral science and its applications to consumer well-being, marketing, and policy. He has written multiple books including</span> <em><span style= "font-weight: 400;">The Last Mile,</span></em> <em><span style= "font-weight: 400;">The Behaviorally Informed Organization,</span></em> <span style= "font-weight: 400;">and</span> <em><span style= "font-weight: 400;">Behavioral Science in the Wild</span></em> <span style="font-weight: 400;">(all of which we will discuss a bit today) and he also teaches a massive open online course called "BE101X: Behavioural Economics in Action" on EdX.</span></p> <p><span style="font-weight: 400;">That is actually how he and I first got introduced years ago when someone who was taking BE101X tagged us both on Twitter suggesting my podcast as a resource for students taking his class. We had connected a bit then but didn't end up making it the "last mile" to getting a meeting in the books (see what I did there?). So when this new book,</span> <em><span style="font-weight: 400;">Behavioral Science in the Wild</span></em> <span style="font-weight: 400;">came out, I knew it was the perfect time for us to have this first chat and it was so much fun! Listen in to hear about the pain of paying (and some interesting thoughts and research about dental work), the duration heuristic, the importance of virtual progress and supposedly irrelevant factors (SIFs) and so much more!</span></p> <h3><span style="font-weight: 400;">Show Notes:</span></h3> <ul> <li><span style="font-weight: 400;">[00:43] In today's conversation, I am joined by Dr. Dilip Soman, coauthor of</span> <em><span