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Business & Economics Consumer Behavior

Behavioral Science in the Wild

edited by Nina Mažar & Dilip Soman

University of Toronto Press
Initial publish date
May 2022
Consumer Behavior, General, Management & Leadership
  • Hardback

    Publish Date
    May 2022
    List Price
  • eBook

    Publish Date
    Apr 2022
    List Price

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Behavioral Science in the Wild helps managers understand how best to incorporate key research findings to solve their own behavior change challenges in the real world – from lab to field.


Behavioral Science in the Wild helps managers to implement research findings on behavioral change in their own workplace operations and to apply them to business or policy problems.


As the second book in the Behaviourally Informed Organizations series, Behavioral Science in the Wild takes a step back to address the "why" and "how" behind the origins of behavioral insights, and how best to translate and scale behavioral science from lab-based research findings. Governments, for-profit enterprises, and welfare organizations have increasingly started relying on findings from the behavioral sciences to develop more accessible and user-friendly products, processes, and experiences for their end-users. While there is a burgeoning science that helps us to understand why people act and make the decisions that they do, and how their actions can be influenced, we still lack a precise science and strategic insights into how some key theoretical findings can be successfully translated, scaled, and applied in the field.


Nina Mažar and Dilip Soman are joined by leading figures from both the academic and applied behavioral sciences to develop a nuanced framework for how managers can best translate results from pilot studies into their own organizations and behavior change challenges using behavioral science.

About the authors

Nina Mažar is a professor of marketing at Boston University Questrom School of Business and the co-founder of BEworks, a commercial consulting team dedicated to the application of behavioral economics to real-world challenges.

Nina Mažar's profile page

Dilip Soman is a professor and the Corus Chair in Communications Strategy at the Rotman School of Management at the University of Toronto. A behavioral scientist with a PhD from the University of Chicago Graduate School of Business, he is director of the University of Toronto’s India Innovation Institute and the coordinator of the Behavioural Economics in Action research cluster.

Dilip Soman's profile page

Other titles by Dilip Soman