Nudge4 brings together faculty, staff, and students across the University of Virginia to design and rigorously evaluate behaviorally-informed solutions.


Ben Castleman

Founder and Director, Nudge4

Ben is the founder and director of Nudge4, an Assistant Professor of Education and Public Policy at UVA, and a senior advisor to First Lady Michelle Obama’s Reach Higher initiative.

Kelli Bird

Research Director

Kelli is the Research Director of Nudge4 Solutions Lab and Research Faculty at the Curry School of Education. She received her Ph.D. in Education Policy Analysis from the University of Virginia in 2016.

Danielle Peacock

Managing Director

Danielle is the Managing Director of Nudge4. She is a certified project manager and holds a Master of Public Administration from the University of North Carolina.


Brian Kim

PhD Student

As a current doctoral student in Education Policy at UVA, he is interested in teacher retention, community college labor market outcomes, and ethical applications of machine learning to both.


Nudge4 also works closely with researchers, designers, and practitioners at other universities and organizations on a range of projects.

Jennifer Doleac

Assistant Professor of Public Policy and Economics

Jennifer is an applied microeconomist with particular interests in the economics of crime and discrimination.

Ethan Fletcher

Managing Director

Ethan is a Managing Director at ideas42 where he specializes in using behavioral design to improve student outcomes at the postsecondary level.

Alissa Fishbane

Managing Director

Alissa is a Managing Director at ideas42. She has extensive experience converting innovative, evidence-based ideas into practice.

Cait Lamberton

Associate Professor of Marketing

Cait is the Fryrear Chair in Marketing at the Katz Graduate School of Business at the University of Pittsburgh. Her research focuses on consumer behavior, both from an individual and social perspective.


Nudge4 benefits from active collaboration with our partners.