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Dr Joe Gladstone

Assistant Professor at UCL School of Management


I am a behavioural scientist and Assistant Professor of Consumer Behaviour at UCL School of Management. Last year, I was named one of the top 30 people under 30 in Finance by Forbes Magazine. My research draws from both Behavioural Economics and Consumer Psychology to understand how we can help people to improve their financial decisions. To achieve this, my research involves active collaborations with financial services companies, using large-scale transaction datasets and field experiments.

PROFESSIONAL appointments


Assistant Professor of Consumer Behaviour

University College London, School of Management



PhD Marketing

University of Cambridge

Thesis: "Money on the Mind: Essays in Consumer Financial Decision-Making"
Examiners: David Faro (London Business School), Eric Levy (CJBS)


Fox Fellow

Yale School of Management

Visiting fellowship to Yale School of Management


Visiting Scholar

UCLA Anderson School of Management

Visiting the Behavioral Decision Making Group


MPhil Management Research (ISO)

University of Cambridge

Highest mark in graduating class


MSc Psychological Research

University of Oxford

Highest mark in graduating class

Research Interests

Psychology of Money; Transaction Data; Happiness and Wellbeing; Household Finance; Financial Decision-Making, Personality, Machine Learning.


Matz, Sandra,  Joe Gladstone & David Stillwell (2016). Money Buys Happiness When Spending Fits Our Personality. Psychological Science. DOI: 10.1177/0956797616635200

Ruberton, Peter, Joe Gladstone & Sonja Lyubomirsky (2016). How Your Bank Balance Buys Happiness: The Importance of “Cash on Hand” to Life Satisfaction. Emotion. DOI: 10.1037/emo0000184

Matz, Sandra, Joe Gladstone & David Stillwell (2017). In a World of Big Data, Small Effects Can Still Matter. Psychological Science. DOI: 10.1177/0956797617697445

Landis, Blaine & Joe Gladstone (2017). Personality, Income, and Compensatory Consumption: Low-Income Extraverts Spend More on Status. Psychological ScienceDOI: 10.1177/0956797617714811

Gladstone, Joe*, Patrick Gerhard*, & Arvid Hoffmann* (2018). Psychological Characteristics and Household Savings Behavior: The Importance of Accounting for Latent Heterogeneity. Journal of Economic Behavior and Organization. DOI: 10.1016/j.jebo.2018.02.013

Matz, Sandra & Joe Gladstone (2018). The Financial Consequences of Kindness: When and Why Agreeableness Leads to Economic Hardship. Journal of Personality and Social PsychologyDOI: 10.1037/pspp0000220

Gladstone, Joe*, Weston, Sarah*, Eileen Graham, Daniel Mroczek & David Condon (2018). Who are the Scrooges? Personality and Spending at Christmas. Social Psychological and Personality Science. DOI: 10.1177/1948550618792883

Gladstone, Joe* & Emily Garbinksy* (2019). The Consumption Consequences of Couples Pooling Financial Resources. Journal of Consumer Psychology  (Forthcoming, July 2019).

Revise and resubmit

Gladstone, Joe*, Emily Garbinsky, Jenny Olson*, & Hristina Nikolova*. Love, Lies and Money: Developing a Scale of Financial Infidelity for Romantic Relationships. Revise and Resubmit at Journal of Consumer Research.

Kappes, Heather, Joe Gladstone & Hal Herschfield. 
Financial Consequences of Believing that Spending Implies Wealth. Revise and Resubmit at Journal of Consumer Research.

Gladstone, Joe *, Peter Ruberton*, Seth Margolis & Sonja Lyubomirsky. Adding Spice to Life: Variety in Hedonic Spending Increases Subjective Wellbeing. Revise and Resubmit at Journal of Personality and Social Psychology (3rd round).

Gladstone, Joe* , Sandra Matz* and Alain Lemaire. Does What We Buy Reflect Who We Are? Evidence from Transaction Data. Revise and Resubmit at Psychological Science.

Gladstone, Joe & Sandra Matz. Matching Rewards to Employee Personality Increases Performance: A Field Experiment. Revise and Resubmit at Organizational Behavior and Human Decision Processes.

Gladstone, Joe*, Jon Jachimowicz*, Dan Berry, Charlotte Kirkdale, Tracey Thornley & Adam Galinsky. Sticking to Your Drugs: Increasing Medication Adherence in Pharmacies. Revise and Resubmit at Behavioral Public Policy.

PAPERS under review

Gladstone, Joe & Sean Hundofte. Long-run Planners Live Longer. Under Review.

Gladstone, JoeJon Jachimowicz, Adam Greenberg & Adam Galinsky.  Shame Spirals:  Why Shame Exacerbates Financial Hardship. Under Review.

Gladstone, Joe*, Emily Garbinsky* & Cassie Mogilner. Pooling Finances and Relationship Satisfaction. Under Review.

Gladstone, Joe & Ashley Whillans. Good Credit and the Good Life. Credit Scores Predict Subjective Wellbeing. Under Review.


Gladstone, Joe, Sandra Matz & Emily Garbinsky. Price Moderates the Effect of Self-Brand Congruity on Brand Preferences. Preparing for submission.

Gladstone, Joe & Kelly Hallman. Stress Reduction Increases Savings Rates: A Field Experiment in Extreme Poverty. Preparing for submission.

Hundofte, Sean & Joe Gladstone. Is it Smart to Manage Money on a Smartphone, and Who Does? Evidence of a Selection Bias and Differential Impacts of a Mobile FinTech App. Preparing for submission.

Laye, Alixe & Joe Gladstone. Detecting Feelings of Financial Distress from Bank Transactions. Preparing for submission.

Gladstone, Joe & Jirs Meuris. Bringing the Person Back into Personal Finance: Psychological Resources Reduce the Performance Costs of Financial Worry. Preparing for submission.

*Indicates shared  first-authorship.


Why Subjective Wealth Drives Consumption, Even Among the Objectively Rich (with Silvia Bellezza).

Unhealthy Food is Bought Later in the Day (with Cammy Crolic).

Showing Your Age: Brand Purchases Predict Chronological Age.  (with Alixe Laye).

Account Engagement Moderates Affect of Liquid Wealth on Subjective Wellbeing (with Colin West).

Account Volatility and Financial Wellbeing (with Financial Conduct Authority).

book chapters

Ruggeri, K., Achterberg, J., Berkessel, J. Navarro, A.L., Gladstone, J.J. (2018). Chapter 5. Economic, financial, and consumer. In Ruggeri, K. (Ed.) Behavioral Insights for Public Policy. London, UK: Routledge.



Lecturer: Digital Marketing

UCL-Peking MBA

Executive MBA students, based at Peking University.


Lecturer: Markets and Customers

UCL School of Management

MSc Management Students.
Year 1: Rated 4.83/5, 180 students.


Dissertation Supervisor

UCL School of Management

MSc Management Students


Course Coordinator: Consumer Behaviour

University of Cambridge, Judge Business School

Executive MBA Students


Teaching Assistant: Entrepreneurship

University of Cambridge, Judge Business School

MBA Students


Tripos Supervisor: Marketing 

University of Cambridge, Department of Engineering

Undergraduate Engineering Students

Teaching interests

Consumer Behaviour
Digital Marketing
Applied Behavioral Science

invited ACADEMIC talks

Amsterdam University (Dec, 2018)
Singapore Management University (Nov, 2018)
Tel Aviv University (Nov, 2018)
Warwick Business School (Jan, 2017)
University of Exeter (Sept, 2016)
Yale School of Management (Nov, 2015)


Behavioral Decision Research in Management (BDRM), European Association for Consumer Research, Association for Consumer Research.

Boulder Conference on Consumer Financial Decision-Making, CFP Academic Research Colloquium, Consumer Financial Protection Bureau, Association for Consumer Research, Society for Consumer Psychology.

Society for Personality and Social Psychology Conference, World Conference on Personality, Tilburg.


Invited PUBLIC & Industry talks

BI Worldwide, Minneapolis [Keynote]

Money 2020, London
Pictet Wealth Management, Geneva
Pictet Wealth Management, London



Hal Hershfield
Associate Professor of Marketing
UCLA Anderson School of Management
[email protected]

Cassie Mogilner
Associate Professor of Marketing
UCLA Anderson School of Management
[email protected]