Portrait image for Alicea Lieberman

Alicea Lieberman

Assistant Professor of Marketing
“I am passionate about interdisciplinary approaches and committed to harnessing behavioral research to impact policy and improve societal health and well-being.”
Areas of Expertise:
  • Behavior Change
  • Health Behavior
  • Judgment and Decision Making
  • Motivation
  • Social Influence

Alicea Lieberman. 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. For her work, 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 pursuing her doctoral studies, Lieberman received her master’s in public health and worked for several years evaluating state and federal behavior change marketing campaigns on a variety of health topics. Much of Lieberman’s 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 and an MPH from The University of North Carolina at Chapel Hill. Her PhD is from the University of California, San Diego where she also served as a postdoctoral scholar. 


Ph.D. Marketing, 2020, Rady School of Management, University of California, San Diego

MPH Health Behavior, 2010, Gillings School of Public Health, University of North Carolina at Chapel Hill

B.A. International Relations, 2008, The George Washington University



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


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(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 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, 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, 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, P. 

& N. Schwarz. Abingdon, UK: Routledge.


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.

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.