Chip Heath,
the
Thrive Foundation for Youth Professor of Organizational Behavior
![[photo - GSB Professor Chip Heath]](../../../photos/faculty_Chip-Heath.jpg)
Emotional ideas stick, and so do unexpected ones, says GSB Professor Chip Heath in his book Made to Stick: Why Some Ideas Survive and Others Die. Thinking back to the beginning of this year of presidential election campaigning, a moment breaks through the mist of political fatigue: when Hillary Clinton seemed to be caught off guard and spoke through misty eyes of the personal toll her campaign had taken. Many pundits credited that atypical display of vulnerability as the turning point in the New Hampshire Democratic primary, which she won.
“When ideas like this are propagated, we find that they’re exaggerated along the way and become even more unexpected,” Heath told the New York Times a few days after the primary. “What I heard was that Hillary broke down and cried, but when I watched it on YouTube she wasn’t really crying. It had already been exaggerated.”
Faculty
Thanks to support through the Business School Fund, the school has the flexibility to take on new opportunities. As one example of how your dollars have supported new faculty ideas, Jennifer Aaker, the General Atlantic Professor of Marketing, developed the innovative course The Power of Social Technology, which explores how social technology such as blogs and social networking websites, can change attitudes and behaviors in ways that cultivate social change.
Professor Jennifer Aaker is an expert in consumer psychology, focusing on how individuals across distinct cultural contexts can feel, think, and experience events in similar and different ways. She also focuses on understanding emotions and the psychology of consumer-brand
relationships. Her research has been published in marketing and psychology journals and she has been honored with a number of awards. She also sits on the editorial review boards of the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of
Consumer Psychology.
Annual giving ensures that we stay at the forefront of management education by enabling faculty to run with new ideas for curricular innovations.