Lecturer in MarketingChance's research covers consumer behavior, specializing in decision making and social welfare. After managing a $200 million segment of the Barbie brand at Mattel, she returned to academia to study a) how behavior influences people's preferences and shapes their identities in counterintuitive ways, and b) how behavioral economics can help people resist temptation. Chance finds that, for example, contrary to rational expectations, cheating increases intellectual confidence, charitable giving makes donors feel wealthier, and spending time on others leads people to feel they have more time. In partnership with industry members of the Yale Center for Customer Insights, as well as with academic colleagues, Chance uses behavioral economics to help people make decisions that will benefit them in the long run. She is currently designing behavior change experiments for improving health in collaboration with Google, OptumHealth, and Striiv; and for helping subprime customers manage their debt in collaboration with CapitolOne.