Nina Mažar

Behavioral scientist focusing on topics ranging from consumer behavior to ethics to social and environmental impact.


Thinkers50 Radar Class of 2023. 


Named one of the 40 Most Outstanding B-School Profs Under 40 In The World by Poets&Quants, 2014.


Served as the 2019 president of the Society for Judgement and Decision Making.


With a focus on behavioral economics, Mažar investigates how cues in the environment affect how we think about products, prices, work, donations, and morality, and their implications for business, welfare, development, and policy. Her research topics range from irrational attractions to free products to the paradoxes of green behavior, organ and blood donations, tax compliance, debt management, health equity, and misinformation. 


Professor of marketing at BU Questrom, Mažar is also co-founder and chief scientific advisor of BEworks, one of the first commercial consulting companies dedicated to the application of behavioral economics to real-world challenges. She has been a member of various boards including Irrational Labs, which is dedicated to designing products that make people happier, healthier and wealthier and the Martin Prosperity Institute with director Roger Martin, named the world’s #1 management thinker by Thinkers50.

Previously, Mažar also helped establish the World Bank’s Behavioral Insights Initiative to use behavioral science to make development interventions more effective, and co-directed the Susilo Institute for Ethics in the Global Economy at Questrom as well as the Behavioral Economics in Action research center at Rotman (BEAR) – the first academic center in Canada dedicated to applying behavioral economics to policy and organizations.


Behavioral Science in the Wild (with Dilip Soman, Rotman-UTP, 2022). Mažar´s research has been published widely in academic journals, and featured in international TV, radio, and print outlets, including Japanese Public Television, NPR, BBC, The New York Times, Financial Times,Wired, and the Harvard Business Review.
Mažar´s work is also featured in various New York Times bestsellers including Drive by Daniel Pink and Predictably Irrational by Dan Ariely.

NATIONALITY: German / Croatian

Media picks



How Behavioral Economics Could Help Reduce Credit Card Delinquency


“Dedicated behavioral scientist advancing the science and practice of behavior change.”

Stuart Crainer & Des Dearlove, Thinkers50

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