Alicea Lieberman

About

Alicea (Allie) Lieberman is an assistant professor of marketing and behavioral decision making at the UCLA Anderson School of Management. Her research focuses on behavior change with an emphasis on improving individual and societal health and well-being. She examines questions such as how to encourage people to initiate and persist in healthy behaviors—including daily behaviors such as exercise and healthy eating, as well as more intermittent behaviors such as cancer screening. By examining the psychological and motivational processes underlying consumers’ behaviors, she is better able to design interventions that promote positive behavior change. Lieberman’s research has been published in top-tier academic journals such as the Journal of Consumer Research and Organizational Behavior and Human Decision Processes. She has earned several accolades, including the 2020-21 AMA CBSIG Rising Star Award, recognition as a 2023 MSI Young Scholar, and designation as a 2023-24 Society of Hellman Fellow. Prior to her doctoral studies, she received her master’s in public health and worked evaluating state and federal behavior change marketing campaigns on various health topics. Her current work draws on her experience in behavioral science and public health to improve health and well-being. She earned a BA from The George Washington University, an MPH from The University of North Carolina at Chapel Hill, and a PhD from the University of California, San Diego, where she also served as a…

Research topics

• Psychology
• Computer Science
• Gerontology
• Social psychology
• Microeconomics
• Demography
• Medicine
• Economics
• Communication
• Internal medicine

Selected publications

• A voice inside my head: The psychological and behavioral consequences of auditory technologies

  Organizational Behavior and Human Decision Processes · 2022 · 19 citations

  1st authorCorresponding
  PublisherDOI

• The Unintentional Nonconformist: Habits Promote Resistance to Social influence

  Personality and Social Psychology Bulletin · 2022 · 19 citations

  This research tests a novel source of resistance to social influence-the automatic repetition of habit. In three experiments, participants with strong habits failed to align their behavior with others. Specifically, participants with strong habits to drink water in a dining hall or snack while working did not mimic others' drinking or eating, whereas those with weak habits conformed. Similarly, participants with strong habits did not shift expectations that they would act in line with descriptiv…

  PublisherDOI

• Tangential Immersion: Increasing Persistence in Boring Consumer Behaviors

  Journal of Consumer Research · 2021-12-10 · 16 citations

  article1st authorCorresponding

  Abstract Consumers’ lives are filled with myriad behaviors that can be successfully executed with minimal attention. Many such low-attention behaviors benefit from persistence but are often not performed long enough (e.g., hygiene, exercise). The current work examines consumer persistence-failures through an attentional lens. Specifically, drawing on boredom and resource-matching frameworks, we suggest one key driver of poor consumer persistence is that many behaviors demand less attention than…

  PublisherDOI

• The effect of deadlines on cancer screening completion: a randomized controlled trial

  Scientific Reports · 2021 · 15 citations

  1st authorCorresponding

  Cancer is the second leading cause of death in the United States. Although screening facilitates prevention and early detection and is one of the most effective approaches to reducing cancer mortality, participation is low-particularly among underserved populations. In a large, preregistered field experiment (n = 7711), we tested whether deadlines-both with and without monetary incentives tied to them-increase colorectal cancer (CRC) screening. We found that all screening invitations with an imp…

  PublisherOA PDFDOI

• The entrenchment effect: Why people persist with less-preferred behaviors

  Organizational Behavior and Human Decision Processes · 2023-09-01 · 3 citations

  articleOpen access1st authorCorresponding
  PublisherOA PDFDOI

Frequent coauthors

• Samir Gupta

  Moores Cancer Center

  11 shared

• Mark Koch

  Health Net

  10 shared

• On Amir

  9 shared

• Emily Berry

  8 shared

• Stacie Miller

  8 shared

• Ayelet Gneezy

  University of California, San Diego

  6 shared

• Keith Argenbright

  6 shared

• Bijal A. Balasubramanian

  The University of Texas Health Science Center at Houston

  5 shared

Education

• PhD, Marketing

  University of California San Diego Rady School of Management

  2020

• Masters of Public Health, Health Behavior

  University of North Carolina at Chapel Hill

  2010

• BA, Elliot School of International Affairs

  George Washington University

  2008

Awards & honors

• 2020-21 AMA CBSIG Rising Star Award
• 2023 MSI Young Scholar
• 2023-24 Society of Hellman Fellow

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