Noah Goldstein

About

Noah Goldstein is a Professor of Management and Organizations at UCLA Anderson School of Management, holding the Ho-Su Wu Chair in Management and serving as department chair since 2025. He holds joint appointments at UCLA in the Department of Psychology and at the David Geffen School of Medicine. His primary research involves studying the factors that lead people to change their behaviors across various contexts, including management, marketing, and health. Goldstein has been awarded research fellowships and grants from prominent institutions such as the National Science Foundation and the National Institutes of Health. Goldstein teaches the psychology of persuasion and advises both corporate and government organizations, applying tested persuasion research to have substantial impact. He has served on the Scientific Advisory Boards of two Fortune Global 500 companies. As an author, he has coauthored two acclaimed books on persuasion, including the New York Times best-seller "Yes!: 50 Scientifically Proven Ways to Be Persuasive" and "The Small BIG," which explores how small influence strategies can yield significant results without compromising ethics. His work emphasizes the application of scientific principles to influence and behavior change, and he is recognized for his contributions to understanding social norms, conformity, health management, and social judgment.

Research topics

• Psychology
• Computer Science
• Medicine
• Social psychology
• Artificial Intelligence
• Virology
• Nursing
• Advertising
• Business
• Family medicine

Selected publications

• A 680,000-person megastudy of nudges to encourage vaccination in pharmacies

  Proceedings of the National Academy of Sciences · 2022 · 191 citations

  Encouraging vaccination is a pressing policy problem. To assess whether text-based reminders can encourage pharmacy vaccination and what kinds of messages work best, we conducted a megastudy. We randomly assigned 689,693 Walmart pharmacy patients to receive one of 22 different text reminders using a variety of different behavioral science principles to nudge flu vaccination or to a business-as-usual control condition that received no messages. We found that the reminder texts that we tested incr…

  PublisherDOI

• Applying social norms interventions to increase adherence to COVID-19 prevention and control guidelines

  Preventive Medicine · 2021 · 54 citations

  Senior authorCorresponding

  Despite widespread national, state, and local guidelines for COVID-19 prevention, including social distancing and mask orders, many people continue to not adhere to recommendations, including congregating in groups for non-essential activities, putting themselves and others at risk. A social psychological perspective can be used to understand reasons for lack of adherence to policies and methods for increasing adherence based on successes from other behavior change campaigns. This manuscript see…

  DOI

• Details matter: predicting when nudging clinicians will succeed or fail

  BMJ · 2020 · 53 citations

  Subtle implementation details can greatly influence the effectiveness of behavioural nudges because of their inherent subjective and social nature, argue Craig Fox and colleagues

  DOI

• Target, distance, and valence: Unpacking the effects of normative feedback

  Organizational Behavior and Human Decision Processes · 2020 · 21 citations

  People constantly receive information about their performance relative to others. Estimating these effects is complicated because, as we show, normative feedback includes several dimensions: Target (e.g., a reference group of average versus exemplary performers), Distance (e.g., being near versus far from a benchmark), and Valence (e.g., being better or worse than the benchmark). In Study 1, we randomly assign households to receive no feedback or feedback comparing their energy consumption to ei…

  DOI

• Peer Comparison or Guideline-Based Feedback and Postsurgery Opioid Prescriptions

  JAMA Health Forum · 2024-03-15 · 12 citations

  articleOpen access

  Importance: Excess opioid prescribing after surgery can result in prolonged use and diversion. Email feedback based on social norms may reduce the number of pills prescribed. Objective: To assess the effectiveness of 2 social norm-based interventions on reducing guideline-discordant opioid prescribing after surgery. Design, Setting, and Participants: This cluster randomized clinical trial conducted at a large health care delivery system in northern California between October 2021 and October 202…

  PublisherOA PDFDOI

Frequent coauthors

• Craig R. Fox

  Anderson University - South Carolina

  54 shared

• Robert B. Cialdini

  Arizona State University

  46 shared

• Jason N. Doctor

  University of Southern California

  39 shared

• Jeffrey A. Linder

  Northwestern University

  39 shared

• Daniella Meeker

  Linde (United States)

  38 shared

• Mark W. Friedberg

  Blue Cross Blue Shield of Massachusetts

  37 shared

• Bennie Lindeque

  33 shared

• Shannon H. Kasperbauer

  University of Colorado Denver

  33 shared

Awards & honors

• Outstanding Teaching Award, GEMBA NUS-UCLA Program, UCLA And…
• Outstanding Teaching Award, GEMBA NUS-UCLA Program, UCLA And…
• Neidorf “Decade” Teaching Award, UCLA Anderson (2017)
• Citibank Teaching Award for Most Outstanding MBA Teacher, UC…
• Emerald Management Reviews Citation of Excellence Award (imp…

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