Rotman School of Management at the University of Toronto. This article was written while she was a postdoctoral associate at the Massachusetts Institute of Technology’s Sloan School of Management and the Media Lab. With her focus on behavioral economics, she investigates consumer behavior and how it deviates from standard economic assumptions. In addition, she studies decision-making mechanisms and the implications of psychology for policy across a wide range of applications. For more information, see http://www.rotman.utoronto.ca/nina.mazar.