So when Duke University’s Center for Advanced Hindsight was looking for someone to start a behavioral economics and entrepreneurship lab, she was an easy choice. The Startup Lab, which Meleney created at the center, brings in early-stage startups working with technology related to either health or finance. They give them support, co-working spaces and training that demonstrates how to apply behavioral economics to entrepreneurship. Behavioral economics principles help break feedback loops, guide survey and experiment design, and help create an intuitive user experience, Meleney said. She also uses behavioral economics research to help her startup founders understand their own decision making.

Source: Forbes August 30, 2017 19:41 UTC