Alumni

CBAC SPMIG Forcing New Habits: Strategic Wisdom or Folly?

Chicago Booth Alumni Club of Chicago

January 20, 2012: 7:30 AM - 8:45 AM

Join us as we kick off another year of provocative discussions focused on strategic management practices and issues. Our ongoing efforts promise to bring you new thoughts and articles less likely to cross your desk. Our format is simple. We select a few articles (see below) and ask that you read them in advance and come join us over at US Trust on the third Friday of the month for a lively discussion with your peers.

Note: Advance registration is required as we limit attendance to first 20 who sign up in order to keep the discussion lively. Our host provides coffee and light breakfast.

2012's headlines continue to highlight the complexity of challenges ahead, specifically, the absence of political will to address either the formidable economic unity challenges in Europe or reach fiscal management agreements in the US.

January's topic shares research into human behavior and offers some ideas for policy makers as well as business strategists to put to work not merely for personal benefit but societal gain. Once armed with the research, we invite you to consider the applicability of the suggestions and their viability within the current economic and global policy climates. Thus our title, is it wisdom or folly to force new habits?

Marketers have long taken advantage of psychological research to draw and attract consumer's interest, but rather than merely dressing up the products and communications, what if you could actually change the way consumers use your product? This is not a strategy to target new segments, but disrupt the habits of your customers by disrupting the underlying beliefs? For example, when I go out for coffee I don't bring my own cup. How wise is it for government, or firms to execute a strategy that depends on successfully disrupting customer beliefs?

The first article lays out the research demonstrating what's possible and the second takes a look at using the research to design the products, not merely market them. The third is optional for those who want to "read more about it."

Interventions to Break and Create Consumer Habits
Bas Verplanken and Wendy Wood
http://dornsife.usc.edu/wendywood/research/documents/Verplanken.Wood.2006.pdf

User-centred Design for sustainable Behaviour
International Journal of Sustainable Engineering Vol. 1, No. 1, 2008
Renee Wevera∗, Jasper van Kuijkb and Casper Boksc
http://studiolab.io.tudelft.nl/static/gems/vankuijk/WeverKuijkBoksIJSE.pdf

Optional, this topic is one of ongoing research at Chicago Booth

Do habits depend on goals? Perceived versus actual role of goals in habit performance
DT Neal, W Wood, P Lally... - ... Review, University of ..., 2009 - research.chicagobooth.edu

 

Where

US Trust
43rd Floor
135 S. LaSalle
Chicago, Illinois

Cost

No Charge

Registration

Register Online

Deadline: 1/19/2012

Speaker Profiles

Rachel Kaberon (Moderator)

Questions

Elizabeth Bleakley, '02 
CBAC President