Professor Emeritus of Marketing
Suzanne Shu’s research addresses the psychological determinants around concepts like the endowment effect, whereby people ascribe higher value to things just because they own them; and the increasingly hot topic of decumulation, or spending savings, pension or other assets accumulated during one’s working life. She studies consumers’ behaviors around purchasing annuities — or, more precisely, why they might not purchase them.
Embedding psychological nudges in mail reminding people to get tested improves compliance
Can nudges, tailored to personality traits, persuade retirees to wait?
Aiming high, with some flexibility to trip up along the way, spurs greater success
A self-imposed quest for a perfect time to enjoy an indulgence often means missing out on actually having a good experience
Research shows individuals aren’t necessarily turned off when they know they are being coaxed toward a specific choice
Nudges, long aimed at saving behavior, are needed for people converting a nest egg into income
Researchers find little commonality among haters of the difficult-to-sell retirement products, except when discussing fairness
Research could assist stewardship of public lands
A monthly check, not just a pile of cash: Studies demystify the instruments too few are using
Innumerable nudges help savings accumulation; now researchers turn to decumulation