Business Simulation Lab

Welcome to the Debra Paget and Jeffrey Berg Business Simulation Laboratory 

Experiments conducted in the Business Simulation Lab (BSL) reflect the innovative and research-oriented character of Cornell University. At both the University and Lab levels, our researchers excel in delivering advancements that make a difference in the world of business.


The Lab's mission is to facilitate cutting edge, data-driven behavioral research to advance the study of complex human decision-making and, therefore, influence innovation in problem solving and business model development. Leveraging this research, organizations can attain a greater understanding of employee, manager, and consumer needs and harness their collective insights to make important changes to their businesses.

Researchers utilize the BSL to present people with realistic business situations and analyze their behavior in light of psychological and economic models. Through the use of the Lab, researchers are also able to test complex theories in a controlled environment.


Utilizing the state-of-the-art laboratory, faculty and doctoral students study various areas of business, such as accounting, finance, marketing, operations, and organizational behavior. Testing theories and concepts, gaining critical consumer insights, and examining the completion of interactive tasks, are just a few of the many ways that researchers employ lab resources.For a more detailed look at the many issues our researchers are examining, visit our Research page.

Newsworthy Results

Research conducted in the BSL has captured the attention of top-tier business publications, news outlets, trade journals, as well as popular media. The New York Times, Smart Money, Newsweek, NPR, The Huffington Post, and Science, among others have cited BSL researchers as experts and have recognized a wide array of research findings. Numerous peer-reviewed journals and books also include researchers' published articles and findings.

Participate in a Study

Cornell Undergrad, Grad and PhD Students Earn Cash or Extra Credit Points

Ori Heffetz, Assistant Professor of Economics

I regularly use the BSL for conducting experiments because it is a professional lab with a very large pool of potential student-participants, and a great team runs it. In the past few years I’ve conducted experiments with more than a thousand students, studying various topics in economics and psychology.

Manoj Thomas, Associate Professor of Marketing

Controlled experiments are very useful in generating consumer insights. The BSL offers Johnson faculty the opportunity to run controlled experiments.