Zoë Chance

Assistant Professor of Marketing

Faculty Directory

Zoë studies persuasion and decision making, working passionately to understand how people can lead happier, healthier, more fulfilling lives. At Yale, Zoë teaches Mastering Influence and Persuasion, advises Center for Customer Insights consulting and research teams, and collaborates with Google and Optum Health.

Prior to her engagement at Yale, she marketed a $200 million segment of the Barbie brand at Mattel, developed an executive education leadership program at Harvard, acted on stage and film, and failed as an entrepreneur. She received her doctorate from Harvard, MBA from the University of Southern California, and bachelor’s degree from Haverford College. Her research has been covered in the New York Times, the Wall Street Journal, the Economist, Scientific American, Psychology Today, Financial Times, and Discover.



  • PhD, Harvard University
  • MBA, Marshall School of Business, University of Southern California
  • BA, Haverford College


  • Mastering Influence & Persuasion MGT 538

Selected Articles

People are Experience Goods: Improving Online Dating with Virtual Dates

Z. Chance, Frost, Jeana H, M. I. Norton, D. Ariely
Journal of Interactive Marketing

'I Read Playboy for the Articles': Justifying and Rationalizing Questionable Preferences

Z. Chance & M. Norton
Interplay of Truth and Deception

Selected Working Papers

'I Give, Therefore, I Have': Philanthropy and Subjective Wealth

Z. Chance & M. Norton
Journal of Consumer Research

The Prevention and Decay of Self-Deception

Z. Chance, M. Norton, F. Gino & D. Ariely
Organizational Behavior and Human Decision Processes

A New Framework for Behavioral Change

Z. Chance, R. Dhar & S. Frederick