Contributor(s): Professor Simona Botti | Does choice freedom always enhance satisfaction? Lab experiments help tackle this question, but when should they be used and how have techniques evolved over time? Hear from Simona Botti, Professor of Marketing at London Business School, as she explores the pros and cons of using lab experiments to explain human behaviour around decision-making and choice. Laboratory experiments are one of the many tools available to researchers to help them understand the consequences of making free choices. They can be used in isolation, or in combination with other methods. Simona will draw on practical examples from her own research into perceived personal control and choice freedom. She will share some of the lessons she has learned and provide insight into how experimental research has evolved over time. Simona Botti is Professor of Marketing at the London Business School. She joined LBS in 2007 after two years as Assistant Professor of Marketing at the S.
