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- January 2017 (Revised October 2018)
- Case
Novartis: A Transformative Deal
By: David Collis and Ashley Hartman
When Joe Jimenez became CEO of Swiss-based Novartis in 2010, replacing longtime CEO Dan Vasella, he assumed control of one of the top pharmaceutical companies in the world. Vasella, an avowed advocate of diversification, had expanded the scope of the company and... View Details
- August 19, 2015
- Article
The Slow Decay and Quick Revival of Self-deception
By: Zoe Chance, Francesca Gino, Michael I. Norton and Dan Ariely
People demonstrate an impressive ability to self-deceive, distorting misbehavior to reflect positively on themselves—for example, by cheating on a test and believing that their inflated performance reflects their true ability. But what happens to self-deception when... View Details
- Article
Contingent Match Incentives Increase Donations
By: Lalin Anik, Michael I. Norton and Dan Ariely
We propose a new means by which non-profits can induce donors to give today and commit to giving in the future: contingent match incentives, in which matching is made contingent on the percentage of others who give (e.g., "if X% of others give, we will match all... View Details
- December 2012
- Article
Bolstering and Restoring Feelings of Competence via the IKEA Effect
By: Daniel Mochon, Michael I. Norton and Dan Ariely
We examine the underlying process behind the IKEA effect, which is defined as consumers' willingness to pay more for self-created products than for identical products made by others, and explore the factors that influence both consumers' willingness to engage in... View Details
- Article
The Persuasive 'Power' of Stigma?
By: Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney and Dan Ariely
We predicted that able-bodied individuals and white Americans would have a difficult time saying no to persuasive appeals offered by disabled individuals and black Americans, due to their desire to make such interactions proceed smoothly. In two experiments, we show... View Details
- January 2011
- Article
Building a Better America—One Wealth Quintile at a Time
By: Michael I. Norton and Dan Ariely
Disagreements about the optimal level of wealth inequality underlie policy debates ranging from taxation to welfare. We attempt to insert the desires of "regular" Americans into these debates, by asking a nationally representative online panel to estimate the current... View Details
- Article
From Thinking Too Little to Thinking Too Much: A Continuum of Decision Making.
By: Dan Ariely and Michael I. Norton
Due to the sheer number and variety of decisions that people make in their everyday lives-from choosing yogurts to choosing religions to choosing spouses-research in judgment and decision making has taken many forms. We suggest, however, that much of this research has... View Details
- Article
Temporal View of the Costs and Benefits of Self-Deception
By: Zoe Chance, Michael I. Norton, Francesca Gino and Dan Ariely
Researchers have documented many cases in which individuals rationalize their regrettable actions. Four experiments examine situations in which people go beyond merely explaining away their misconduct to actively deceiving themselves. We find that those who exploit... View Details
- November 2008
- Article
Getting off the Hedonic Treadmill, One Step at a Time: The Impact of Regular Religious Practice and Exercise on Well-Being
By: Daniel Mochon, Michael I. Norton and Dan Ariely
Many studies have shown that few events in life have a lasting impact on subjective well-being because of people's tendency to adapt quickly; worse, those events that do have a lasting impact tend to be negative. We suggest that while major events may not provide... View Details
- November 2004 (Revised May 2010)
- Case
RightNow Technologies
By: William A. Sahlman and Dan Heath
The founder and CEO of a CRM software start-up must decide between an attractive acquisition offer and the opportunity to go public. Discusses the growth of the company--including a lengthy discussion of entrepreneurial bootstrapping--as well as an aborted IPO attempt... View Details