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BEAR Steering Committee

Melanie Kim (Chair) 

Melanie Kim is the Manager of the Behavioural Insights Practice at PricewaterhouseCoopers (PwC). Previously, she was an associate director at Behavioural Economics in Action at Rotman (BEAR), where she helped organizations apply insights from the field of behavioral economics to tackle business and public-policy challenges. She has co-authored white paper reports that look at consumer privacy and online financial behavior through a behavioral lens. She also taught marketing and behavioural economics at the University of Toronto. She has a joint MBA/master of global affairs degree at the University of Toronto, and a BA in international development from McGill University.

Dale Griffin 

Dale Griffin is a professor of Marketing and Behavioural Sciences and former Director of the Dhillon Centre for Business Ethics at the University of British Columbia’s Sauder School of Business. He has taught at leading universities in Canada, Great Britain, and the United States, most recently at the Graduate School of Business at Stanford University. Professor Griffin teaches courses in Consumer Behavior, Marketing Research, and Strategic Decision Making at the MBA and PhD levels, and lectures on risk management and financial decision-making for executive audiences. Professor Griffin received his PhD from Stanford University, supervised by Lee Ross and Amos Tversky. His undergraduate degree is from UBC, where he worked with Daniel Kahneman. He has received both the UBC Sauder senior research prize and the UBC Hampton research prize for his work exploring how consumers and managers make decisions. His papers have received over 23,000 citations, with more than 50 paper receiving at least 50 citations. His current research focuses on measuring risk across financial and medical settings, and consumer responses to pricing strategies.

Abigail Dalton 

Abigail Dalton is the Operations Officer for the World Bank’s Gender Unit, where she manages team operations, fundraising, communications, and strategy. Previously, she was the Assistant Director of the Behavioral Insights Group (BIG) at the Harvard Kennedy School, a university-wide initiative engaging faculty, students, and international organizations applying behavioral science for the public good. She holds a B.A. from Wellesley College, and an Ed.M. in Higher Education from the Harvard Graduate School of Education.

Kyle Murray 

Kyle B. Murray is the Stanley A Milner Chair and Acting Dean at the Alberta School of Business and a Professor of Marketing. He also holds a Professorship in Marketing at the Monash School of Business in Melbourne, Australia. Dr. Murray studies human judgment and decision making. His work uses the tools of experimental psychology and behavioral economics to better understand the choices that consumers make. This work has been widely published in leading academic journals and was recently recognized with the prestigious interdisciplinary McCalla Professorship. Based on his research, Dr. Murray has advised several different organizations including the Competition Bureau of Canada, General Motors, Industry Canada, Johnson and Johnson, LoyaltyOne, and Microsoft. His two books are The Retail Value Proposition and Consumer Behaviour.


Sasha Tregebov

Sasha Tregebov (Founding Director, Behavioural Insights Team, Canada) has led a wide range of behavioural insights projects in Canada, identifying and testing interventions related to recycling, financial decision-making, environmental legislation, housing choices, and more. Prior to joining BIT, Sasha led Deloitte's Canadian behavioural insights capability and worked as a policy advisor in the Ontario Public Service.