Decision Making

Zoë Chance

Persuasion Expert and Professor at the Yale School of Management

Zoë Chance examines persuasion and decision-making through the lens of behavioural economics. Her work is focused on helping good people and businesses do good in the world. A professor at the Yale School of Management, her MBA elective, How to Make Behaviour Addictive, is one of the most in demand courses at the school. Chance is currently writing a book on influence and persuasion, scheduled for release in 2020.

Passionate about turning knowledge into practice, Chance’s research has been published in top academic journals and influential business media such as the Harvard Business Review, The New York Times, The Wall Street Journal, The Economist and the BBC. Her 4Ps Framework for Behaviour Change is the foundation for Google’s global food guidelines, helping 60,000 people make healthier choices every day. She also collaborates with various industry partners through her work at Yale’s Center for Customer Insights.

Mastering Influence and Persuasion
  • Crash course on behavioural economics: the real drivers of people’s decisions and behaviour are not what you would expect
  • How to connect more authentically, communicate persuasively, employ principles of motivation, and better understand how people make decisions
  • Expand from the intrapersonal to the interpersonal – from influencing the self to influencing consumers and society
  • Discover and develop your own style of influence, and use this to influence behaviour by shaping the contexts and environments in which decisions are made