By Suzanne Woolley

In Dan Ariely’s world, small changes can have a very big impact.

The behavioral economics expert and professor at Duke University’s Fuqua School of Business is the maestro of the behavioral tweak. His skills, and those of other researchers and experts in fields ranging from public policy to product design, are put to practical use at his year-old Common Cents Lab. The financial decision-making research lab defines its mission as “Hacking human behavior, for good.”

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