***Please note: NGOs are limited to three staff and/or board members per workshop to ensure many organizations can benefit from this series. Booth faculty will teach remotely and Hong Kong participants will join in-person at the Yuen Campus.***

On Wednesday May 29, from 8:30 - 1:00 p.m. HKT, join us for Workshop 3 - Promoting Behaviour Change, led by Abigail Sussman, Professor of Marketing and Beatrice Foods Co. Faculty Scholar, University of Chicago Booth School of Business. Local speaker, Ren Wan, Co-Founder & CEO of JupYeah, will share her first-hand experience and approach to marketing strategy for social impact.

People commonly have goals that they recognize are important, but have trouble turning their best intentions of working towards these goals into actions. This pattern is commonly termed the intention-action gap. In many cases, organizations can help by making structural changes to the environment that facilitate actions towards goal completion.

In this session, we will discuss the origins of the intention-action gap, including the roles of inertia, effort neglect, emotional frictions, and reactance as key barriers to action. Next, we will turn to the DECIDE and CREATE models as frameworks for crafting solutions. The DECIDE model provides a broad lens for defining the problem and crafting an intervention in a relevant context while the CREATE model details key factors that influence behavior. The class will discuss applications such as increasing sustainable behaviors and volunteering.

Event schedule (Hong Kong time); in-person

8:30 a.m. Light breakfast

9:00 a.m. Workshop starts

12:00 p.m. Workshop ends and networking lunch

1:00 p.m. End of the event

About the speakers

Abigail Sussman, Professor of Marketing and Beatrice Foods Co. Faculty Scholar, University of Chicago Booth School of Business

Abigail Sussman, Professor of Marketing at The University of Chicago Booth School of Business, researches how individuals form judgments and make decisions, from underlying mechanisms to applications. She investigates questions at the intersection of psychology, economics, and finance, with the aim of improving financial well-being. Her central research examines psychological biases that can lead consumers to commit errors in budgeting, spending, borrowing, and investing. Her work has been featured in top academic journals across academic fields including the Journal of Consumer Research, Psychological Science, and the Journal of Finance, as well as in popular media outlets including National Public Radio, the New York Times, and the Wall Street Journal.

Abigail is currently president of the Society for Judgment and Decision Making and an associate editor at the Journal of Experimental Psychology: General. Her prior experience includes work at Goldman Sachs in its equity research division. She earned a bachelor’s degree from Brown University in cognitive science and economics, and a joint PhD from the psychology department and the School of Public and International Affairs at Princeton University.

Visit our Nonprofit Core Competency website to learn more about Professor Sussman.

Ren Wan, Co-Founder & CEO, JupYeah

Ren Wan is the co-founder of JupYeah and the initiator of LookMatters. She now spends her time running JupYeah and writing about environmental issues, green living, and slow fashion.

After completing her bachelor's degree in Translation and Chinese, she established herself as a magazine editor, working at WestEast Magazine as Managing Editor, and MING Magazine as Contributing Editor. While she enjoyed her profession, she has always been passionate about environmental issues. In 2011, she waved farewell to her role as a constantly travelling journalist and decided to stay grounded in her hometown. She pursued a postgraduate diploma in sustainable development and co-founded JupYeah, which promotes swapping and raises awareness on overconsumption and waste issues. Considering excessive fashion consumption and waste in Hong Kong, JupYeah launched ‘LookMatters’ in 2014 to promote second-hand fashion.

About the Nonprofit Core Competency Workshop Series

The 2024 Nonprofit Core Competency (NCC) Workshop Series: Marketing Strategy for Social Impact is a four-part workshop series, taught by Chicago Booth marketing faculty, that spans communications, digital marketing, behavioral nudges, and innovation.

The workshops will take place through May and June at the University of Chicago Francis and Rose Yuen Campus in Hong Kong. Chicago Booth faculty will teach remotely while participants and local discussants will co-locate on campus. Organizations are encouraged to attend as many sessions as possible for maximum impact but each session will stand on its own.

The Nonprofit Core Competency Workshop Series is a critical component of the Hong Kong Governance Programme.

About the Hong Kong NGO Governance Programme

Offered by The Hong Kong Jockey Club Programme on Social Innovation, the Hong Kong NGO Governance Programme is designed to help NGOs strengthen the impact of their work by investing in the professional growth of their leaders and connecting them with business professionals interested in lending their time and talents to the social sector.

About The Hong Kong Jockey Club Programme on Social Innovation

The Hong Kong Jockey Club Programme on Social Innovation provides resources and programs to help the city’s NGOs, nonprofit leaders, and social entrepreneurs do their best work. Operated by the University of Chicago Booth School of Business, the Programme offers a range of opportunities, including scholarships, social entrepreneurship workshops, and trainings for NGO boards of directors and board members.

NCC Workshop 3 - Promoting Behaviour Change