Faculty & Research

Faculty and Executive Leadership Directory

Leif Nelson

Ewald T. Grether Professor in Business Administration & Marketing
Barbara and Gerson Bakar Faculty Fellow
Distinguished Teaching Fellow
Haas Marketing Group
Email: click on the envelope icon below for full email address
Academic Status: On duty
Office Hours: By appointment, F696
Curriculum Vitae (in PDF format, Acrobat Reader required)


PhD, Psychology, Princeton University
MA, Psychology, Princeton University
BA, Psychology, Stanford University

Positions Held

At Haas since 2009

2014 – present, Ewald T. Grether Professor of Business Administration and Marketing, Univeresity of California, Berkeley, Haas School of Business
2010 – 2014, Associate Professor of Marketing, University of California, Berkeley, Haas School of Business
2009 – 2010, Assistant Professor, University of California, Berkeley, Haas School of Business
2007 – 2009, Assistant Professor, University of California, San Diego, Rady School of Management
2003 – 2007, Assistant Professor of Marketing, New York University, Stern School of Business

Current Research and Interests

  • Human judgment and decision making
  • Consumer preferences and choices
  • Consumption experience and consumer well being

Selected Papers and Publications

  • Jung, M. H., Sun, C., & Nelson, L. D. (in press). People can recognize, learn, and apply defaults in social influence, Proceedings of the National Academy of Sciences
  • Nelson, L. D., Simmons, J. P., & Simonsohn, U. (2018). Psychology’s Renaissance, Annual Review of Psychology, 69.
  • Perfecto, H., Nelson, L. D., & Moore, D. A. (2018). The category size bias: A mere misunderstanding. Judgment & Decision Making, 13(2).
  • O’Donnell, M., Nelson, L. D., Ackermann, E., Aczel, B., Akhtar, A., Aldrovandi, S., … & Balatekin, N. (2018). Registered Replication Report: Dijksterhuis and van Knippenberg (1998). Perspectives on Psychological Science, 13(2), 268-294. August 10, 2018
  • Perfecto, H., Galak, J., Simmons, J. P., & Nelson, L. D. (2017). Rejecting a bad option feels like choosing a good one. Journal of personality and social psychology, 113(5), 659.


  • Marketing Research

Honors and Awards

  • Winner: Cheit Outstanding Teaching Award 2013-2014
  • Winner: Garwood Center Grant for Corporate Innovation (2013)
  • Runner Up: Journal of Consumer Research Best Paper Award (2012)
  • Winner: Cialdini Award for the best paper with field experimentation in social psychology (2011)
  • MSI Young Scholars
  • Scholar at Center for Advanced Study in Behavorial Science, Summer Institute

Faculty Directory: Alphabetical Listing
Faculty Directory: Listing by Department

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