“Get a haircut and get a real job …” are words of wisdom no student will ever endure hearing from economics prof Ben Atkinson.

Econ, Coke (cola) and rock ‘n’ roll, are the lifeblood of this longhaired, cowboy-booted, leather jacket wearing, admonisher of conformity who lectures on the impact human interaction has on business.

“People hear that I teach economics and they’re like, ‘Oh man, that’s all about money.’ And I say, ‘No it’s not! It’s about human psychology — human behaviour is what influences takeovers and business transactions — how people communicate and co-operate or, alternatively, decide not to co-operate. And it’s pretty fascinating stuff.”

Prior to becoming an academic, Atkinson, PhD, worked at the Canadian Competition Bureau as a senior economist. He doesn’t fit the stereotypical mould of a pencil-pushing analyst and it’s something he says students take notice of, for good or bad (mostly good).

“I don’t like wearing suits and ties or dressing normally. Most students really like it. They find it relatable. When I first started, I had some students in reviews say that I should dress more professionally,” he says, with a laugh.

“I thought, ‘Shoot, I’m an academic! You’re lucky I’m wearing pants and my hair is combed!’ I used to tell my students, ‘Wait until I get tenure, then — good-bye pants!’ Kidding, kidding …”

Atkinson’s sense of humour and love for pop culture helps him make lasting connections in the classrooms. He’s known for an affection for Canadian rock ‘n’ roll, punk rock, 1980s movie trivia, WWE wrestling, as well as an “obsession” — his word — with his favourite form of caffeine, Coca Cola Classic.

His office is a carefully laid out shrine of all of the above, and students love dropping by to see what latest treasure he’s added to the collection.