Learning from Leaders: Zoe Chance Discusses Influence with Jiwoong Shin

Speakers

Zoe Chance

Senior Lecturer at the Yale School of Management

Zoe Chance is a writer, teacher, researcher, and climate philanthropist. She’s obsessed with the topic of interpersonal influence and her science-based but fun and life-changing book is called Influence Is Your Superpower: The Science of Winning Hearts, Sparking Change, and Making Good Things Happen. It is being published in more than 20 languages. Zoe earned her doctorate from Harvard and now teaches the most popular course at Yale School of Management (Mastering Influence and Persuasion). Her research is published in top academic journals and covered in global media outlets. She speaks on television and around the world, and her framework for behavior change is the foundation for Google’s global food policy. Before joining academia, Zoe managed a $200 million segment of the Barbie brand, helped out with political campaigns, and worked in less glamorous influence jobs like door-to-door sales and telemarketing. She lives with her family in New Haven, CT.

Jiwoong Shin

Professor of Marketing at the Yale School of Management

Jiwoong Shin is a Professor of Marketing at the School of Management, Yale University.  He holds a Ph.D. in Management Science at MIT and MS and BS from Seoul National University, Korea. Shin is a leading scholar in marketing strategy, and his research focuses on analytical modeling of strategic interactions between firms and consumers. His several award-winning pieces of research advance our understanding of firms’ strategic decisions in the context of social interactions and digital marketing; in particular, consumer journey in the digital sphere, word of mouth, advertising, pricing strategies, and CRM. His research in communication strategy investigates (i) the role of vague messages and (ii) the relative roles of consumer search and firm advertising in signaling product quality. Also, his work in customer management strategy addresses a long-standing puzzle in practice: Should a firm offer a lower price to its own customers or competitors’ customers? When is it profitable to reward one’s own customers? (iii) His recent work in communication seeks a fundamental question about why an individual engages in word of mouth, and how a firm can manage this important process by explicitly incorporating an individual’s social motivation.

Shin has been the recipient of the John D. C. Little Best Paper Award for two years in a row (2010, 2011), awarded for the best marketing paper published in Marketing Science and Management Science. Also, he is a finalist for the ISMS  Long-term Impact Award in 2020, which is viewed to have made a significant long-run impact on the field of Marketing.  In 2011, he was named an MSI (Marketing Science Institute) Young Scholar, a title awarded to “potential leaders of the next generation of marketing academics,” and selected as inaugural MSI Scholar in 2018, another prestigious title for “mid-career level academics for individual’s excellence in the field.”