Addiction can be a difficult thing to see. From outward appearances, Dr. Zoe Chance looked fine. A professor at the Yale School of Management with a doctorate from Harvard, Chance’s pedigree made what she revealed in front of a crowded TEDx audience all the more shocking. “I’m coming clean today telling this story for the very first time in its raw ugly detail,” she said. “In March of 2012 … I purchased a device that would slowly begin to ruin my life.”
At Yale, Chance teaches a class to future executives eager to know the secrets of changing consumer behavior to benefit their brands. The class is titled “Mastering Influence and Persuasion,” but as her confession revealed, Chance was not immune from manipulation herself. What began as a research project soon turned into a mindless compulsion.