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Noah J. Goldstein is a renowned social psychologist and author, recognized for his expertise in the science of persuasion and influence. He is a professor at the UCLA Anderson School of Management, where he teaches courses on consumer behavior and marketing. Goldstein has contributed significantly to the field through his research, focusing on how subtle changes in messaging can lead to significant shifts in behavior.

Goldstein is best known as the co-author of the bestselling book The Small BIG: Small Changes That Spark Big Influence (2014), alongside Steve J. Martin and Robert Cialdini. This influential work presents over fifty practical strategies based on scientific research that demonstrate how minor adjustments can lead to substantial improvements in persuasion and influence. His earlier collaboration with Cialdini and Martin, Yes! 50 Scientifically Proven Ways to Be Persuasive (2008), further established his reputation in the field.

In addition to his academic work, Goldstein has published numerous articles in prestigious journals and has been a sought-after speaker at conferences and workshops worldwide. His insights into human behavior and decision-making have made him a respected voice in both academic and business circles, helping organizations leverage psychological principles to enhance their marketing strategies and improve customer engagement.