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DESCRIPTION:\n\nNymisha Bandi\, a doctoral student at 91ºÚÁÏÍø in 
 the Operations Management (Retail Management) area will be presenting her 
 thesis defense entitled:\n\nBehavioral Retail Operations to Incentivize Cu
 stomers\n\nThursday\, June 12\, 2025\, at 11:00 a.m. \n	(The defense will b
 e conducted in hybrid mode)\n\nStudent Committee Co-chairs: Professor Saib
 al Ray and Professor Maxime Cohen\n\nPlease note that the Defence will be 
 conducted in hybrid mode. If you wish to participate\, please contact the 
 PhD office and we will provide you with the defence details.\n\n\nAbstract
 \n\nRetailers increasingly use behavioral insights to guide consumer choic
 es\, balancing profit goals with promoting health and responsible choices.
  This proposal examines how promotional tactics like bundling\, discount a
 nd choice architecture can encourage healthier choices. By combining insig
 hts from behavioral economics\, operations management\, and machine learni
 ng\, we aim to develop a framework that informs socially responsible retai
 l practices that do not sacrifice profitability thus ensuring that they re
 main viable over time. In the first chapter\, we explore how bundling ince
 ntives can encourage healthier food choices in a convenience store setting
 . Testing three types of add-on bundles—unhealthy\, healthy\, and choice—w
 e found that healthy bundles increased healthy purchases even when unhealt
 hy options were also available. However\, this effect was temporary\, with
  customers reverting to original patterns after the promotion ended. The c
 hoice bundle also showed revenue benefits for retailers. The second chapte
 r examines the effectiveness of bundling versus discounting in promoting h
 ealthy and unhealthy food choices. Through a field experiment across seven
  stores\, we tested six types of incentives and analyzed their impacts on 
 sales\, revenue\, and profit. Our findings indicate that discounts are gen
 erally more effective for boosting short-term sales\, whereas bundling is 
 more advantageous for increasing revenue and profit\, particularly for hea
 lthy products. In contrast\, promotions on unhealthy products showed no si
 gnificant effects\, likely due to the diminishing impact of prolonged prom
 otions over time. Overall\, bundling outperforms discounting when consider
 ing revenue and profit gains. The third chapter covers a broader range of 
 retail tactics for influencing customer decisions. Reviewing retail operat
 ions strategies from in-store design to digital promotions\, it details ho
 w psychology and data-driven insights shape consumer behavior. This chapte
 r links research with practical strategies\, emphasizing the role of prici
 ng\, promotion\, and digital tools in guiding choices and proposes new res
 earch directions in consumer behavior and retail strategy. In conclusion\,
  by building on recent studies that explore the impact of bundling\, price
  framing\, and choice architecture\, this proposal will extend existing re
 search into the development of actionable\, data-driven strategies. Ultima
 tely\, this thesis will contribute to the broader field of socially respon
 sible retailing by proposing interventions that can serve the dual purpose
  of supporting consumer well-being and enhancing retailer profitability.\n
DTSTART:20250612T150000Z
DTEND:20250612T170000Z
SUMMARY:PhD Thesis Defense Presentation: Nymisha Bandi
URL:/desautels/channels/event/phd-thesis-defense-prese
 ntation-nymisha-bandi-365628
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