Academic Positions

Education

Research Interests

Behavioral Change, Health Behavior, Persistence, Social Influence, Decision Making

Journal Publications

Gershon, Rachel, Alicea Lieberman, and Sydney Scott (2025), “Consumers Believe Legal Products are Less Effective Than Illegal Products,” Journal of Marketing Research.

Lieberman, Alicea, On Amir, and Ziv Carmon (2023), “The Entrenchment Effect: Why People Persist with Less-Preferred Behaviors,” Organizational Behavior and Human Decision Processes, 178, 104277.

Lieberman, Alicea, On Amir, and Andrea C. Morales (2022), “Tangential Immersion: Increasing Persistence in Boring Consumer Behaviors,” Journal of Consumer Research, 49(3), 450–472.

Lieberman, Alicea, Juliana Schroeder, and On Amir (2022), “A Voice Inside My Head: The Psychological and Behavioral Consequences of Auditory Technologies,” Organizational Behavior and Human Decision Processes, 170, 104–133.

Mazar, Asaf, Guy Itzchakov, Alicea Lieberman, and Wendy Wood (2022), “The Unintentional Nonconformist: Habits Promote Resistance to Social Influence,” Personality and Social Psychology Bulletin, 49(7), 1058–1070.

Lieberman, Alicea, Ayelet Gneezy, Emily Berry, Stacie Miller, Mark Koch, Keith Argenbright, and Samir Gupta (2021), “The Effect of Deadlines on Cancer Screening Completion: A Randomized Controlled Trial,” Scientific Reports, 11(1), 13876.

Williams, Elanor F., Alicea Lieberman, and On Amir (2021), “Perspective Neglect: Inadequate Perspective Taking Limits Consumer Coordination,” Judgment and Decision Making, 16(4), 898–931.

Lieberman, Alicea, Kristen E. Duke, and On Amir (2019), “How Incentive Framing Can Harness the Power of Social Norms,” Organizational Behavior and Human Decision Processes, 151, 118–131.

Lieberman, Alicea and Juliana Schroeder (2019), “Two Social Lives: How Differences Between Online and Offline Interaction Influence Social Outcomes,” Current Opinion in Psychology, 30, 16–21.

Lieberman, Alicea, Ayelet Gneezy, Emily Berry, Stacie Miller, Mark Koch, Bijal A. Balasubramanian, Keith Argenbright, and Samir Gupta (2019), “Financial Incentives to Promote Colorectal Cancer Screening: A Longitudinal Randomized Control Trial,” Cancer, Epidemiology, Biomarkers & Prevention, 28, 1902–1908.

Jetelina, Katelyn, Joshua Yudkin, Stacy Miller, Emily Berry, Alicea Lieberman, Samir Gupta, and Bijal Balasubramanian (2019), “Patient-reported Barriers to Completing a Diagnostic Colonoscopy Following Abnormal Fecal Immunochemical Test Among Uninsured Patients,” Journal of General Internal Medicine, 9, 1730–1736.

Jager, Mark, et al., including Alicea Lieberman (2019), “Mailed Outreach is Superior to Usual Care Alone for Colorectal Cancer Screening in the United States: A Systematic Review and Meta-Analysis,” Digestive Diseases and Sciences, 64, 2489–2496.

Gupta, Samir, et al., including Alicea Lieberman (2016), “Financial Incentives for Promoting Colorectal Cancer Screening: A Randomized, Comparative Effectiveness Trial,” American Journal of Gastroenterology, 111, 1630–1636.

Kim, Annice E., Tim Hopper, Sean Simpson, Jim Nonnemaker, Alicea Lieberman, Heather Hansen, and Lauren Porter (2015), “Using Twitter Data to Gain Insights Into E-cigarette Marketing and Locations of Use: An Infoveillance Study,” Journal of Medical Internet Research, 17, e251.

Robles, Brenda, Jon L. Blitstein, Alicea Lieberman, Noel C. Barragan, Lauren N. Gase, and Tony Kuo (2015), “The Relationship Between Amount of Soda Consumed and Intention to Reduce Soda Consumption Among Adults Exposed to the Choose Health LA ‘Sugar Pack’ Health Marketing Campaign,” Public Health Nutrition, 18, 2582–2591.

Kim, Annice E., Alicea Lieberman, and Daniel Dench (2014), “Crowdsourcing Data Collection of the Retail Tobacco Environment: Case Study Comparing Data From Crowdsourced Workers to Trained Data Collectors,” Tobacco Control, 24, e6–e9.

Under Review & Select Work in Progress

*Duke, Kristen E. and *Alicea Lieberman, “Designing for Behavior Change: How Choice Environments Signal Norms and Shape Behavior,” under review at Organizational Behavior and Human Decision Processes.

Lieberman, Alicea, “The Temporal and Valence Dimensions of Persistence: An Integrated Framework,” in progress.

Lieberman, Alicea, Rachel Gershon, and Jackie Silverman, “The ‘Anti-snacked’ Bias: Breaking Activities into Smaller Chunks Reduces Perceived Effectiveness,” in progress.

Alicea Lieberman, Shelly Tsang, and Cassie Mogilner, “The Effects of Scheduling on Social Connection and Communication Persistence,” in progress.

Andrea Low, Megan Weber, Hengchen Dai, Alicea Lieberman, Hal E. Hershfield, Katy Milkman, and Angela Duckworth, “Shared Identity or Shared Interests? Field Experimental Evidence on the Bases of Peer Connection and Success,” in progress.

Andrea Low, Hengchen Dai, Alicea Lieberman, Craig Fox, Jana Gallus, Silvia Saccardo, Will Turner, and Richard Leuchter, “Increasing On Time Arrival,” in progress.

*equal first authorship; †PhD student/postdoc

Additional Publications and Book Chapters

Lieberman, Alicea (2024), “Why We Choose the Hard Way to Do Tedious Tasks,” Harvard Business Review.

Lieberman, Alicea (2022), “How to Power Through Boring Tasks,” Harvard Business Review.

Lieberman, Alicea and Kristen E. Duke (2020), “Why We’re Incentivized by Discounts and Surcharges,” Harvard Business Review.

Lieberman, Alicea and Juliana Schroeder (2020), “Increasing Social Connection While ‘Social Distancing,’” The Behavioral Scientist.

Lieberman, Alicea, Andrea C. Morales, and On Amir (2019), “Collecting Data From the Field: Using Field Experiments and Experiments-In-the-Field to Increase Research Validity,” In Handbook of Research Methods in Consumer Psychology, eds. P. Herr & N. Schwarz. Abingdon, UK: Routledge.

Select Awards and Grants

Teaching Experience

UCLA Anderson School of Management

Introduction to Marketing (MGMT 411), Winter 2026 — Full-time MBA Core

Introduction to Marketing (MGMT 411), Winter 2025 — Full-time MBA Core

Introduction to Marketing (MGMT 411), Fall 2023 — Full-time MBA Core

Introduction to Marketing (MGMT 411), Spring 2023 — FEMBA Core

Introduction to Marketing (MGMT 411), Spring 2022 — FEMBA Core

UCSD Rady School of Management

Social Media Marketing (MGT 489), FlexMBA Spring 2021

Advising Experience

Dissertation Committees

Andrea Low

Megan Weber

Tayler Bergstrom

Service and Affiliations

Editorial Service

Editorial Review Board: Journal of Experimental Psychology: Applied (2021–2023)

Ad Hoc Reviewer: Journal of Marketing Research, Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Management Science, Communications Medicine – Nature, Journal of Personality and Social Psychology

Professional Affiliations

Association for Consumer Research (ACR)

Behavioral Decision Research Management (BDRM)

Society for Consumer Psychology (SCP)

Society for Judgment and Decision Making (SJDM)

Professional Experience