Noah Goldstein
Associate Professor of Management and Organizations; Area Chair at UCLA Anderson School of Management
Schools
- UCLA Anderson School of Management
Expertise
Links
Biography
Noah J. Goldstein is Associate Professor of Management and Organization at UCLA Anderson School of Management. He also holds joint appointments in the UCLA Psychology Department and the David Geffen School of Medicine. Goldstein joined the UCLA faculty after serving on the faculty of The University of Chicago Booth School of Business. Dr. Goldstein has won awards in both teaching and research at the Anderson School. Professor Goldstein’s primary line of research involves the study of the factors that lead people to change their behaviors. His scholarly research and writing on the topics of persuasion, conformity, and compliance have been published in academic outlets such as Journal of Personality and Social Psychology, Administrative Science Quarterly, Journal of Consumer Research, Journal of Marketing Research, Harvard Business Review, Sloan Management Review, and in a recent book entitled Yes, a New York Times best-seller now translated in over 26 languages. Dr. Goldstein has consulted for a number of private and public institutions, including Accenture, the United States Forest Service, and the United States Census Bureau. Goldstein has also served on the Scientific Advisory Boards of two Fortune Global 500 companies. Professor Goldstein has taught Organizational Behavior, Leadership Foundations, and Persuasion and Influence to students at UCLA Anderson.
UCLA Anderson School of Management
Biography
UCLA Anderson Associate Professor of Management and Organizations Noah Goldstein holds joint appointments at UCLA in the Psychology Department and at the David Geffen School of Medicine. His primary line of research involves the study of the factors that lead people to change their behaviors in a variety of contexts, including management, marketing and health. He has been awarded research fellowships and grants from the National Science Foundation and the National Institutes of Health, among others.
Goldstein teaches the psychology of persuasion and advises corporate and government organizations, where his insights from tested persuasion research have had substantial impact. He has also served on the Scientific Advisory Boards of two Fortune Global 500 companies.
Goldstein has coauthored two widely acclaimed books on persuasion. Yes!: 50 Scientifically Proven Ways to Be Persuasive, published in 2008, was a New York Times best-seller that has been translated in over 25 languages. He and his colleagues most recently published The Small BIG, which presents new science showing how small, often ignored changes to one’s influence strategies can pay disproportionately big dividends — all without compromising one’s ethics.
Before he was a professional behavioral researcher, says Goldstein, “I was an amateur persuasion scientist.”
At age 16, Goldstein unwittingly conducted his first controlled persuasion experiment. Working a summer job in telemarketing, he noticed the company’s standard script wasn’t exactly persuasive. So he made strategic adjustments to it and tested them on every other call he made. He very quickly found that the new pitch was far superior, leading him to handily surpass his far more experienced colleagues in sales. “That experience showed me the power of using the scientific method to go beyond anecdotes, hunches and personal experience to discover what really makes something persuasive.”
More than 20 years since his initial foray into the science of persuasion, Goldstein is still focused on what research can tell us about how to be more persuasive. He teaches his MBAs to understand what researchers have learned about the factors that make persuasion strategies maximally influential. Although his courses require a deep understanding of persuasion research and theory, his primary focus is on applying the principles of persuasion to make the students more effective influencers in their professional and personal lives. “If my students learned the theory without knowing how to apply these principles in a variety of contexts, I would feel like my job isn’t done.”
Education
Ph.D. Social Psychology, 2007, Arizona State University
M.A. Social Psychology, 2004, Arizona State University
B.S. Human Development, 2000, Cornell University
Videos
Noah Goldstein: Scientifically Proven Ways to Be Persuasive, UCLA
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