How Behavioral Economics is Impacting Fin-Tech: Wendy De La Rosa, BayCHI Program
Channel: BayCHI, San Francisco Bay Area ACM SIGCHI
Date: 2023-01-23

July 11, 2017
https://baychi.org/calendar/20170711

Common Cents Lab brings insights from Behavioral Economics to those populations who aren't currently being served by existing financial institutions. Dan Ariely's research lab at Duke spun out this effort to work with startups that aim to help people deal with the challenges of setting up a savings account, paying down debts, and managing their money for their own best interests. The lab focuses on the Three Bs:

    Identify the Key Behavior
    Remove Barriers
    Amplify Benefits

Wendy will discuss their methods for prototyping and experimentation, and introduce BayCHI audience to a number of their projects, including those summarized in their latest annual report (PDF).

Wendy De La Rosa is a co-founder and head of research of Duke's Common Cents Lab with Professor Dan Ariely. Prior to Common Cents, Wendy was on the founding team of Google’s behavioral economics team and a private equity investor at Goldman Sachs. She is also a PhD candidate in consumer behavior at Stanford's Graduate School of Business. In her spare time, she leads two monthly behavioral economics book clubs in San Francisco and New York City.