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Global Ideas Institute
2011-12 Expert Speaker Series
Dr. Anita M. McGahan | Dr. Yu-Ling Cheng | Ms. Ellie Avishai | Dr. Dilip Soman | Dr. Stanley Zlotkin | Dr. Murray Metcalfe | Dr. Joseph Wong
The Psychology of the Last Mile Problem:
Why End Users Don’t Adopt Innovative
Solutions and What We Can Do About It
Thursday, January 19, 2012 | 4:00 pm – 6:00 pm
Munk School of Global Affairs, 1 Devonshire Place
Vivian & David Campbell Conference Facility
Dr. Dilip Soman
Director, India Innovation Institute; Professor, Rotman School of
Management, University of Toronto
In domains as diverse as healthcare, fi nancial well-being,
education, and technology, the last mile problem refers to the
diffi culty of getting end users to adopt a new technology or
innovation and embrace a change in behaviour. The last mile
problem is a problem of psychology, not technology. In this
session, we will discuss the concept and nature of choice
architecture – the science of designing choice environments
that facilitate changes in behaviour and adoption. Drawing
on examples from various domains and countries, we will build
a framework for designing environments that nudge individuals
to the appropriate choice.
Dilip Soman is a professor at the Rotman School of
Management and Director of the India Innovation Institute
at the University of Toronto. He studies interesting human
behaviours, explains them, and uses the insights to develop
products and programs to help people help themselves.
His interests include behavioural economics, social media,
marketing strategy, and consumer psychology.
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