Suzanne Shu
Professor Emeritus of Marketing
About
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.
Topics
10 Articles
Carefully Crafted Messaging Boosts Uptake in Cancer Screening
Embedding psychological nudges in mail reminding people to get tested improves compliance
Americans Sacrifice $3.4 Trillion by Claiming Social Security Too Soon
Can nudges, tailored to personality traits, persuade retirees to wait?
The Case for Building Wiggle Room into Goals
Aiming high, with some flexibility to trip up along the way, spurs greater success
When Delayed Gratification Backfires
A self-imposed quest for a perfect time to enjoy an indulgence often means missing out on actually having a good experience
Are You Nudging Me? Oh, OK, Go Ahead
Research shows individuals aren’t necessarily turned off when they know they are being coaxed toward a specific choice
Helping People Make Wise Decisions for Retirement Income
Nudges, long aimed at saving behavior, are needed for people converting a nest egg into income
Behind the Annuity Conundrum: The Belief They’re Unfair
Researchers find little commonality among haters of the difficult-to-sell retirement products, except when discussing fairness
Instilling Ownership Feelings Leads to Greater Care of Common Resources
Research could assist stewardship of public lands
Are Americans Really Annuity-Averse? Clear Thinking on Retirement Income
A monthly check, not just a pile of cash: Studies demystify the instruments too few are using
Save, Save, Save, but Then What? Financial Structure and Spending in Retirement
Innumerable nudges help savings accumulation; now researchers turn to decumulation