Research, Affiliations, and Partners

In parallel with Steve’s work with Digitai, he is pursuing research in behavioral finance as a PhD candidate at City, University of London, Sir John Cass Business School. Current research and interests include savings, leakage, retirement, and individual behavioral differences in digital and FinTech environments.

Digitai is a behavioral economics consultancy and innovation firm that applies digital interventions to drive changes for the benefits of consumers, businesses and society. Steve serves as a Managing Principal at Digitai and covers financial services, technology, and ventures.

The Decision Lab is a behavioral design think tank that applies behavioral science, digital innovation and lean methodologies to solve pressing problems in policy, social justice and business. Steve serves as an advisor to The Decision Lab.

Suzanne B. Shu is an Associate Professor of Marketing at the UCLA Anderson School of Management, whose research focuses on behavioral economics and marketing. The types of decisions analyzed in her research include consumer self-control problems and consumption timing issues, with important implications for both negative behaviors (such as procrastination) and positive behaviors (such as saving). Her publications include work on consumer decumulation, intertemporal choice and multi‐period decision making, the influence of self‐control and procrastination on consumer behavior, and consumer decisions about financial products. Her most recent work on financial decisions has focused specifically on Social Security claiming and annuity choices as well as on perceived fairness for financial products. Professor Shu received MBA and PhD degrees from the University of Chicago. She also holds Bachelors and Masters degrees in Electrical Engineering from Cornell University. She consults for financial services companies and insurance providers on behavioral influences on consumers’ financial decisions. Before arriving at UCLA, Professor Shu taught marketing and decision making courses to MBA students at the University of Chicago, Southern Methodist University, and INSEAD. She is currently also an NBER Research Economist, a Research Fellow at the USC Center for Economic and Social Research, and holds a joint faculty appointment at the UCLA Medical School.

Namika Sagara Ph.D. is a behavioral scientist and a consultant working with universities and companies to conduct research in the field of behavioral economics, marketing and consumer psychology, and apply academic insights to real-world issues. Her most recent research projects focus on household financial decision making and consumer decumulation, such as Social Security claiming and annuity choices. Her recent research projects also include work on loss aversion, numeracy, the role of emotion in insurance behavior, and affect and cognition in donation decisions. Her work has been published in prestigious peer-reviewed academic journals, such as Proceedings of the National Academy of Science, Journal of Risk and Uncertainty and Journal of Behavioral Decision Making. Her work has also appeared in numerous media outlets, such as the Guardian and Science Daily. Dr. Sagara received B.S. and M.S. in Psychology and Ph.D. in Marketing from University of Oregon, and was a Post Doctoral Associate at Fuqua School of Business at Duke University. She has taught marketing as well as psychology courses at the University of Oregon. Her consulting clients include professors at major Universities, such as Duke University and UCLA, researchers at National Bureau of Economic Research, and the Center for Behavioral Finance at Allianz Global Investors.


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