To alter consumer behavior, some companies reach out to academics

To alter consumer behavior, some companies reach out to academics

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"[We] try to get a better understanding of what makes consumers tick,” said Dartmouth College professor Jonathan Zinman, a behavioral economist who serves as an adviser to HelloWallet. "And basically the model research-wise is to try to come up with innovations that provide a win-win for the consumer. . . and the service provider.”
April 03, 2011