UCL School of Management

Joe Gladstone

Lecturer (assistant professor)
Phone number
(0)20 3108 6095
(internal 86095)
Office location
Level 38, 1 Canada Square
Rm NE3


Joe Gladstone is an Assistant Professor of Consumer Behaviour at UCL School of Management. Before this, Joe was a Fox Fellow at Yale University and a Research Associate at the University of Cambridge. 

Through his research, Joe applies insights from behavioural economics and consumer psychology to help people make better choices with their money. Joe’s views on consumer behaviour (especially on ‘nudges’ in business and government contexts) are regularly featured on the BBC, Forbes, The Wall Street Journal and other media outlets.


Joe’s research focuses on understanding and trying to improve consumer financial decision-making. Questions motivating his research include: can we nudge people towards spending choices that will make them happier? How do people make different choices when spending from different types of bank account? How can we increase savings behavior so that people have a financial buffer against life’s inevitable surprises?  

Joe’s work applies big data analytics to consumer transaction data and combine this with traditional experimental designs, and survey methods. During his PhD, Joe collaborated with and consulted for ‘FinTech’ start-ups and large retail banks from around the world to gather novel and large-scale datasets, as well as to test theories in applied contexts. 

Selected publications
Matz, S. C., Gladstone, J. J., & Stillwell, D. (2017). In a World of Big Data, Small Effects Can Still Matter: A Reply to Boyce, Daly, Hounkpatin, and Wood (2017). Psychological Science, 095679761769744. doi:10.1177/0956797617697445 [link]
Ruberton, P. M., Gladstone, J., & Lyubomirsky, S. (2016). How your bank balance buys happiness: The importance of “cash on hand” to life satisfaction. Emotion, 16 (5), 575-580. doi:10.1037/emo0000184 [link]
Matz, S. C., Gladstone, J. J., & Stillwell, D. (2016). Money Buys Happiness When Spending Fits Our Personality. Psychological Science, 27 (5), 715-725. doi:10.1177/0956797616635200 [link]