Hal Hershfield

Hal Hershfield is a Professor of Marketing and Behavioral Decision Making at UCLA Anderson School of Management, where he serves as the Marketing Area Chair. He holds the UCLA Anderson Board of Advisors Term Chair in Management and focuses on how thinking about time transforms emotions and alters judgments and decisions people make.

Dr. Hershfield earned his Ph.D. in Psychology from Stanford University in 2009 and completed a post-doc at the Kellogg School of Management at Northwestern University. Prior to joining UCLA, he taught undergraduates at NYU Stern. His educational background includes a B.A. in Psychology from Tufts University (2001).

Hershfield's research centers on the psychology of long-term decision making, particularly how time affects people's lives during an era when Americans are living longer but saving less. He is renowned for his discovery that when people confront their 'future selves,' they experience an emotional connection that influences long-term financial and ethical decision making. His work employs diverse methodologies including neuroimaging, eye tracking, archival and big data analyses, and virtual reality to investigate psychological components of saving and retirement planning from psychological, marketing, and managerial perspectives.

His publication record demonstrates consistent exploration of future self-continuity, temporal decision making, and the psychological aspects of financial behavior. His research shows how connecting with one's future self can increase savings behavior by approximately 30% and influence various aspects of well-being and decision making across the lifespan.

• 2021 Fellow, Society for Personality and Social Psychology
• 2021 Neidorf "Decade" Teaching Award
• 2018 Citibank Teaching Award
• 2017 Eric and E Juline Faculty Excellence in Research Award
• 2017 George J. Robbins Assistant Professor Teaching Award
• 2017 40 Under 40 Top Business School Professors
• 2011 Association for Psychological Science Rising Star Award

Hershfield actively consults with industry, having worked with Prudential's "Bring Your Challenges" campaign, the Consumer Financial Protection Bureau, Merrill Lynch, and the Principal Financial Group. In teaching, he creates inclusive environments where deep learning occurs through enjoyable, pop-culture infused experiences. His research has been featured in major media outlets including The Wall Street Journal, BBC, The Washington Post, and The New York Times, demonstrating significant real-world impact of his academic work.