Noah Goldstein

Professor at UCLA's Anderson School of Business; co-author of The Small Big with Steve Martin and Robert Cialdini. Ran two separate hotel towel-reuse studies cited in this podcast — one on reciprocity ordering, one on descriptive social proof (2007-2008) — plus contributed to the Arizona petrified-forest research on negative social proof. Referenced, not interviewed, in either episode.

Discussed in

• Episode 2 — 2- Five highly effective negotiation tactics
• Episode 4 — 4- How social proof reduces theft and doubles sales

Related

• Reciprocity
• Social Proof
• Goldstein Hotel Towel Reciprocity-Framing Study
• Goldstein Hotel Towel Social Proof Study
• Arizona Petrified Forest Negative Social Proof Study
• The Small Big