Adam Alter

Adam Alter is a Professor of Marketing at New York University’s Stern School of Business, with an affiliated appointment in the Psychology Department. His research focuses on judgment and decision-making, social psychology, and the impact of subtle environmental cues on human cognition and behavior. His work has been published in academic journals and featured in various media outlets. Alter is the author of two New York Times bestselling books, "Drunk Tank Pink" and "Irresistible," and has contributed to numerous publications and media platforms. He has also spoken at events such as NPR's Fresh Air and the Cannes Lions Festival of Creativity.

Adam Alter is a Professor of Marketing at New York University, specializing in Social Psychology, Cognitive Psychology, Judgment and Decision Making, and Marketing. His research explores how cognitive processes, such as fluency and metacognition, influence judgment, decision-making, and consumer behavior. Alter investigates phenomena like processing fluency, metacognitive difficulty, and the impact of cognitive disfluency on moral reasoning and self-disclosure. His work also examines how psychological factors, such as financial deprivation and mood, affect consumer choices and moral standards. Through empirical studies, Alter contributes to understanding the interplay between cognition, emotion, and behavior in marketing and social contexts.