Curriculum Vitae
Alicea (Allie) Lieberman
ALICEA (ALLIE) LIEBERMAN
alicea.lieberman@anderson.ucla.edu
Academic Positions
UCLA Anderson School of Management
Assistant Professor, Marketing and Behavioral Decision Making
UCSD Rady School of Management
Postdoctoral Scholar, Marketing
Education
UCSD Rady School of Management
Ph.D., Marketing
UNC Gillings School of Global Public Health
M.P.H., Health Behavior
The George Washington University
B.A., International Relations (Minors: Psychology, Spanish)
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.
*Finalist, 2025 Journal of Marketing Research Paul E. Green/Vithala R. Rao Award
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, Andrea C. Morales, and On Amir (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, 31, 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, 34, 1730–1736.
Jager, Mark, [and 10 others, 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, [and 16 others, 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 and Select Work in Progress
*equal first authorship; †PhD student/postdoc
Lieberman, Alicea, Rachel Gershon, and Jackie Silverman, “The ‘Anti-snacked’ Bias: Breaking Activities into Smaller Chunks Reduces Perceived Effectiveness,” under review at Journal of Consumer Research.
*Duke, Kristen E. and *Alicea Lieberman, “Designing for Behavior Change: How Choice Environments Signal Norms and Shape Behavior,” in progress.
Lieberman, Alicea, “The Temporal and Valence Dimensions of Persistence: An Integrated Framework,” 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.
Additional Publications and Book Chapters
Lieberman, Alicea (2024), “Why We Choose the Hard Way to Do Tedious Tasks,” Harvard Business Review: hbr.org/2024/06/research-why-we-choose-the-hard-way-to-do-tedious-tasks
• Adapted for Harvard Business Publishing Education – Inspiring Minds: hbsp.harvard.edu/inspiring-minds/breaking-from-tedious-tasks-how-educators-overcome-unproductive-habits
Lieberman, Alicea (2022), “How to Power Through Boring Tasks,” Harvard Business Review: hbr.org/2022/04/research-how-to-power-through-boring-tasks
Lieberman, Alicea and Kristen E. Duke (2020), “Why We’re Incentivized by Discounts and Surcharges,” Harvard Business Review: hbr.org/2020/02/research-why-were-incentivized-by-discounts-and-surcharges
Lieberman, Alicea and Juliana Schroeder (2020), “Increasing Social Connection While ‘Social Distancing,’” The Behavioral Scientist: behavioralscientist.org/increasing-social-connection-while-social-distancing-during-coronavirus
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 Press Coverage
“Tangential Immersion: Increasing Persistence in Boring Consumer Behaviors”
– Select Media Coverage: Forbes
“A Voice Inside My Head: The Psychological and Behavioral Consequences of Auditory Technologies”
– Press Interview: I discussed this work on the How the World Works podcast
– Select Media Coverage: Harvard Business Review Idea Watch (July–August, 2022), The Guardian, Newswise, Times of San Diego, Inside Radio, Patch, CBS 8, Earth, UCLA Anderson Review, The Daily Bruin, UC San Diego News, US News and World Report
“How Incentive Framing Can Harness the Power of Social Norms”
– Press Interview: I discussed this work on The Intuitive Customer podcast
– Select Media Coverage: Beyond Philosophy
“Increasing Social Connection While ‘Social Distancing’”
– Select Media Coverage: Berkeley Haas Newsroom, National Law Review
Select Awards and Grants
Dean George W. Robbins Assistant Professor Teaching Award
UCLA Anderson Center for Impact Research Fellow
UCLA Council on Research Grant
MSI Young Scholar, Marketing Science Institute
UCLA Society of Hellman Fellow
Morrison Center for Marketing and Data Analytics Research Grants (two received)
NIH Grant-UG3HL154302 (co-investigator), “Multi-Ethnic Multi-level Strategies and Behavioral Economics to Eliminate Hypertension Disparities in LA County”
Morrison Center for Marketing and Data Analytics Research Grant
Morrison Center for Marketing and Data Analytics Research Grant
AMA CBSIG Rising Star Award
AMA-Sheth Doctoral Consortium Fellow
SDSU/UCSD Cancer Center Comprehensive Partnership U54 Pilot Grant
Frontiers in Innovation Scholars Program Fellowship
SJDM Student Poster Award: Honorable Mention
UCSD GSA Interdisciplinary Research Award
Arison School of Business PhD Summer Institute
Doctoral Fellowship
Research Triangle Institute Annual Award
Research Triangle Institute Distinguished Spot Award
Department of Health Behavior Academic Scholarship
Ethel Jean Jackson Award, UNC Department of Health Behavior
Order of Omega Leadership Honor Society
George Washington University Dean’s List
George Washington University Presidential Academic Scholarship
Conference Presentations
Organized Symposia
“Causes, Consequences, and Alleviation of Boredom,” (2020), Society for Consumer Psychology, Huntington Beach, CA.
“Behavior Change Challenges: Understanding When and Why People Fail (Or Succeed) to Engage in Beneficial Behaviors” (2018), Society for Consumer Psychology, Dallas, TX.
“The Psychological Consequences of Technological Advances” (2018, with Juliana Schroeder), Society for Personality and Social Psychology, Atlanta, GA.
“Changing for the Better: When and Why People Fail (or Succeed) to Engage in Beneficial Behavior Change” (2017), Association for Consumer Research, San Diego, CA.
“Marketing Actions that Change Behavior” (2016, with Kristen Duke), Society for Consumer Psychology, St. Pete’s Beach, FL.
Paper Presentations (*presenter)
*Lieberman, Alicea, Rachel Gershon, and Jackie Silverman (2026). “The ‘Anti-Snack’ Bias: Breaking Activities into Smaller Chunks Reduces Perceived Effectiveness,” Paper presented at the Society for Consumer Psychology, San Diego.
*Lieberman, Alicea, Rachel Gershon, and Jackie Silverman (2025). “The ‘Anti-Snack’ Bias: Breaking Activities into Smaller Chunks Reduces Perceived Effectiveness,” Paper presented at the Society for Judgment and Decision Making, Denver, CO.
Duke, Kristen E. and Alicea Lieberman* (2025), “Designing for Behavior Change: How Choice Environments Signal Norms and Shape Behavior,” Paper presented at the Association for Consumer Research, Washington, DC.
*Lieberman, Alicea and Kristen E. Duke (2023), “How the Choice Environment Can Signal Social Norms and Change Behavior,” Paper presented at Society for Judgment and Decision Making, Seattle, WA.
Lieberman, Alicea, *On Amir, and Ziv Carmon (2022), “Stuck in a Rut: The Behavioral Entrenchment Effect,” Paper presented at Association for Consumer Research, Denver, CO.
*Lieberman, Alicea, Andrea C. Morales, and On Amir (2022), “Tangential Immersion: Increasing Persistence in Low-Attention Behaviors,” Paper presented at Society for Judgment and Decision Making, virtual.
*Gershon, Rachel, Alicea Lieberman, and Sydney Scott (2022), “The Illegal = Effective Heuristic,” Paper presented at Society for Judgment and Decision Making, virtual.
*Lieberman, Alicea, Ayelet Gneezy, Emily Berry, Keith Argenbright, and Samir Gupta (2021), “Testing the Role of Motivation and Procrastination in Colorectal Cancer Screening,” Paper presented at Society for Consumer Psychology, virtual.
*Lieberman, Alicea, Ayelet Gneezy, Emily Berry, Keith Argenbright, and Samir Gupta (2020), “Testing the Role of Motivation and Procrastination in Colorectal Cancer Screening,” Paper presented at Association for Consumer Research, virtual.
*Gershon, Rachel, Alicea Lieberman, and Sydney Scott (2020), “The Illegal = Effective Heuristic,” Paper presented at Association for Consumer Research, virtual.
*Lieberman, Alicea, On Amir, and Andrea Morales (2020), “The Paradox of Tangential Immersion,” Paper presented at Society for Consumer Psychology, Huntington Beach, CA.
*Lieberman, Alicea, Ayelet Gneezy, and Samir Gupta (2019), “Using Behavioral Insights to Increase Colorectal Cancer Screening,” Paper presented at Society for Judgment and Decision Making, Montreal, Canada.
*Lieberman, Alicea, Ayelet Gneezy, and Samir Gupta (2019), “Using Behavioral Insights to Increase Colorectal Cancer Screening,” Paper presented at Behavioral Insights into Business for Social Good, Vancouver, Canada.
*Lieberman, Alicea, Kristen Duke, and On Amir (2018), “How Incentive Framing Can Harness the Power of Social Norms,” Paper presented at Society for Judgment and Decision Making, New Orleans, LA.
*Lieberman, Alicea, Kristen Duke, and On Amir (2018), “How Incentive Framing Can Harness the Power of Social Norms,” Paper presented at Association for Consumer Research, Dallas, TX.
*Lieberman, Alicea, On Amir, and Juliana Schroeder (2018), “Simulating Social Closeness: The Psychological Consequences of Consumer Technologies,” Paper presented at Behavioral Decision Research in Management, Cambridge, MA.
*Lieberman, Alicea, Kristen Duke, and On Amir (2018), “How Incentive Framing Can Harness the Power of Social Norms,” Paper presented at Behavioral Decision Research in Management, Cambridge, MA.
Lieberman, Alicea, On Amir, and *Juliana Schroeder (2018), “Simulating Social Closeness: The Psychological Consequences of Consumer Technologies,” Paper presented at Society for Personality and Social Psychology, Atlanta, GA.
*Lieberman, Alicea, On Amir, and Ziv Carmon (2018), “The Entrenchment Effect,” Paper presented at Society for Consumer Psychology, Dallas, TX.
*Lieberman, Alicea, On Amir, and Juliana Schroeder (2017), “Simulating Social Closeness: The Psychological Consequences of Consumer Technologies,” Paper presented at Society for Judgment and Decision Making, Vancouver, Canada.
*Lieberman, Alicea, On Amir, and Juliana Schroeder (2017), “Simulating Social Closeness: The Psychological Consequences of Consumer Technologies,” Paper presented at Psychology of Technology, Berkeley, CA.
*Lieberman, Alicea, On Amir, and Ziv Carmon (2017), “The Entrenchment Effect,” Paper presented at Association for Consumer Research, San Diego, CA.
*Lieberman, Alicea, Kristen Duke, and On Amir (2017), “How the Framing of Incentive Policies Can Harness the Power of Social Norms,” Paper presented at Behavioral Science and Policy Association, New York, NY.
*Lieberman, Alicea, On Amir, and Juliana Schroeder (2017), “A Voice Inside your Head: Listening to Messages Via Headphones Increases Immersion, Presence, Positive Impression, and Generosity,” Paper presented at Society for Consumer Psychology, San Francisco, CA.
*Lieberman, Alicea, On Amir, and Juliana Schroeder (2016), “A Voice Inside your Head: Listening to Messages Via Headphones Increases Immersion, Presence, Positive Impression, and Generosity,” Paper presented at Association for Consumer Research, Berlin, Germany.
Williams, Elanor F., On Amir, and *Alicea Lieberman (2016), “Perspective Neglect: Inadequate Perspective Taking Limits Consumer Coordination,” Paper presented at Society for Judgment and Decision Making, Boston, MA.
Lieberman, Alicea and *Wendy Liu (2016), “Risk Taking in Socially Responsible Investing,” Paper presented at Behavioral Decision Research in Management, Toronto, Canada.
Lieberman, Alicea, *Kristen Duke, and On Amir (2016), “Norm Inferences: The Hidden Influence of Incentive Framing,” Paper presented at Society for Consumer Psychology, St. Pete Beach, FL.
*Lieberman, Alicea, Kristen Duke, and On Amir (2015), “Norm Inferences: The Hidden Influence of Incentive Framing,” Paper presented at Society for Judgment and Decision Making, Chicago, IL.
Poster Presentations
*Lieberman, Alicea, Kristen Duke, and On Amir (2017), “How the Framing of Incentive Policies Can Harness the Power of Social Norms,” Poster presented at Society for Judgment and Decision Making, Vancouver, CA.
– SJDM Student Poster Award: Honorable Mention
*Lieberman, Alicea, Ayelet Gneezy, and Samir Gupta (2017), “Increasing Colorectal Cancer Screening Among the Underserved,” Poster presented at The Science of Habits: Behavior Change Interventions for Health Habits, Catalina, CA.
*Lieberman, Alicea, On Amir, and Juliana Schroeder (2016), “A Voice Inside your Head: Listening to Messages Via Headphones Increases Immersion, Presence, Positive Impression, and Generosity,” Poster presented at Society for Judgment and Decision Making, Boston, MA.
*Lieberman, Alicea, Kristen Duke, and On Amir (2016), “Norm Inferences: The Hidden Influence of Incentive Framing,” Poster presented at the Society for Judgment and Decision Making SPSP Preconference, San Diego, CA.
Williams, Elanor F., On Amir, and *Alicea Lieberman (2016), “Encouraging People to Consider Others’ Perspectives Helps Them Optimize Decisions about Scarce Resources,” Poster presented at Society for Judgment and Decision Making SPSP Preconference, San Diego, CA.
*Lieberman, Alicea, Kristen Duke, and On Amir (2016), “Norm Inferences: The Hidden Influence of Incentive Framing,” Poster presented at The Science of Habits: The Habit Driven Consumer, Catalina, CA.
Invited Presentations
University of Arizona, Eller College of Management, Marketing Camp
Stanford University, Stanford Graduate School of Business
University of Pennsylvania, The Wharton School
Washington University in St. Louis, Olin Business School, Junior Faculty Forum
University of California, Los Angeles, Anderson School of Management, Marketing Camp
University of California, Berkeley, Haas School of Business
University of California, Riverside, School of Business
University of California, Los Angeles, Department of Psychology
MSI Young Scholars Conference, Snowbird, Utah
University of Chicago, Booth School of Business
Stanford University, Stanford Graduate School of Business
Yale University, Yale School of Management
Cornell University, SC Johnson College of Business
University of California, Los Angeles, Anderson School of Management
Texas A&M University, Mays Business School
San Diego State University, Fowler College of Business
Columbia University, Columbia Business School
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
Shelli Orzach
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
To Anderson and UCLA
BDM Area Seminar Planning Committee, UCLA Anderson (2023–present)
Ethics@Anderson Task Force, UCLA Anderson (2023)
Marketing and BDM Areas PhD Admissions Committee, UCLA Anderson (2022–present)
Marketing Camp Planning Committee, UCLA Anderson (2022–present)
To Professional Societies
Social Co-chair, Society for Consumer Psychology (SCP) conference (2025–26)
Co-organizer, California Schools Conference (2025)
Faculty Mentor, SCP conference Doctoral Consortium (2025)
Reviewer, MSI Alden G. Clayton Dissertation Proposal Award (2025)
Member, MSI Healthcare Initiative (2024)
Reviewer, Behavioral Decision Research in Management (BDRM) conference (2024)
Reviewer, SCP Dissertation Award (2024)
Reviewer, American Marketing Association CBSIG conference (2024)
Reviewer, Society for Judgment and Decision Making (SJDM) conference (2023)
Judge, student poster award, SJDM conference (2022)
Reviewer, Association for Consumer Research (ACR) conference (2018–present)
Reviewer, SCP conference (2018–present)
Reviewer, Hawai‘i International Conference on System Sciences (HICSS-51) (2017)
Volunteer, ACR conference (2017)
Volunteer, SCP conference (2017)
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
RTI International, Research Triangle Park, NC
Research Analyst/Project Manager
Designed, managed, and implemented evaluations of state and federal behavior-change marketing campaigns on a variety of health topics.
UNC Translational Research and Clinical Sciences Institute, Chapel Hill, NC
Graduate Research Assistant
Developed online research trainings for university and community researchers in an effort to build research capacity for the NC Translational Research and Clinical Sciences Institute.